This will take the brand to the next level of luxury.
We have been blown away by Genesis. Officially, the brand hasn't even existed for a decade, yet it is constantly wowing us with stunning new features, as well as remarkable luxury and safety chops (as a certain golfer recently discovered firsthand). But, as always, there is room for improvement. In fact, Genesis is missing out on a huge group of well-heeled buyers that are reluctant to be seen in a car that any average Joe can buy off the dealer lot. Sure, Genesis had to establish itself and prove that it is here to stay before getting too ambitious, but the time has now come for the luxury Korean automaker to join the elite with its own bespoke customization options.
The marque has already given us a taste of its capabilities in this regard with the Stardust Edition of the Genesis G90. That car was limited to 50 examples and reportedly set a record by being sold out in a single day, proving that there's a high level of demand for this sort of bespoke work. And Genesis has taken note. Recently, it launched 'Your Genesis', alongside the launch of the GV80. With that vehicle, you have up to 104,000 different combinations, but the brand will soon also offer VIP customers the opportunity to spec bulletproof vehicles or other custom cars for those who can afford it.
We can also expect to see more special editions of existing models in the future, with Korean Car Blog reporting that these are expected to come towards the end of each chosen model's life cycle. Your Genesis is expected to launch in the US, Europe, and China very soon, but don't expect the brand to aim low. A company spokesperson said, "Genesis is strengthening the bespoke program, which has been mainly implemented by high-end car brands like Rolls-Royce and Bentley." Yes, Porsche, BMW, Mercedes, and others have their own customization programs, but by citing two of the most luxurious and exclusive brands in the world, Genesis is definitely shooting for the stars.