Genesis is preparing to expand its bespoke One of One customization program to the U.S., bringing the luxury brand closer to the personalized ownership experience offered by some of the world’s most exclusive automakers.

Genesis One of One Program Started in 2023

The One of One program debuted in the Middle East in 2023, where Genesis developed bespoke services for customers seeking greater customization of their vehicles.

According to Genesis, the program was driven by 21 customers who encouraged the brand to introduce bespoke services for its cars. The automaker eventually developed the service for the G90, G80, and GV80 in the region before expanding the program to its home market of South Korea.

After sustained success in those markets, Genesis is now looking to expand One of One globally, with the U.S. apparently positioned as the first new market.

U.S. Version Will Be Tailored to American Customers

The potential U.S. expansion was reported by Carscoops, which obtained comments from Genesis Chief Creative Officer Luc Donckerwolke during the launch of the GV90.

Donckerwolke said bringing One of One to the U.S. will not simply involve copying the version already available in the Middle East and Korea. Instead, the program will need to be tailored specifically for the U.S. market based on what customers want.

No Specific U.S. Launch Timeline Yet

Genesis has not provided a specific timeline for when the One of One program could become available in the U.S. The automaker also has not detailed how extensive the program will be for future American buyers.

The existing program includes the G90, G80, and GV80, while the new GV90 could also become part of the bespoke offering. As Genesis considers bringing One of One to the U.S., the program’s scope and timing remain unspecified.