Genesis, a luxury automotive brand launched by Hyundai in recent years, has quickly grown into a prominent name in the car market. While it built its reputation on refined design and advanced technology, it has not yet offered vehicles with its own dedicated chip supply. Rather than pursuing a traditional sports lineup, the brand is expanding in a new direction by establishing a bespoke division focused on limited, made-to-order creations.
Reports from The Korean Car Blog indicate that this new division will carry the name One of One and will specialize in producing ultra-exclusive versions of existing Genesis models. The approach will emphasize personalized exterior styling and tailored interior appointments, offering a level of customization that goes beyond current options. In addition, the division is expected to include armored variants to meet security needs for select customers.
Customers will be able to place orders through an enhanced Genesis ordering experience known as Your Genesis. This system will allow buyers to pick precisely the features and systems they want, creating a range of possibilities that reaches 104,000 unique configurations. The emphasis is on giving clients a way to craft a vehicle that reflects their individual taste while preserving Genesis’ signature quality and performance.
The One of One division is slated to debut toward the end of the year, signaling Genesis’ commitment to expanding its luxury storytelling through extreme personalization and exclusive ownership opportunities. The program aims to fuse meticulous craft with modern technology, ensuring each car stands as a statement of personal identity rather than a standard production model. As this new chapter unfolds, Genesis will likely balance the allure of rarity with the practical demands of durability, safety, and everyday usability, appealing to customers who value both distinction and reliability.