Genesis Wants To Design One-Off Cars For American Buyers

• Genesis plans to bring its One Of One bespoke program to the US, but it’s still figuring out exactly what the American version will look like.
• The program lets customers create highly personalized versions of Genesis models, going well beyond the automaker’s standard options.
• One Of One could help Genesis compete with established luxury brands as it moves further upmarket.

Genesis introduced its cleverly named "One Of One" bespoke program in Dubai and the UAE in 2023, giving customers the ability to customize models like the G80 sedan and GV80 SUV. Now, with the arrival of the new GV90, the Korean luxury automaker wants to bring that same idea to the US.