Bespoke Is the Real Luxury Flex
Bespoke customization sits at the true peak of luxury cars, going beyond ticking boxes on an order sheet. Rolls-Royce and Bentley have made this option their calling card, letting buyers mix and match materials, colors, and finishes almost without limits.
Genesis has been quietly heading this way, too. Two years back, the Korean marque launched the One of One division in Dubai, targeting buyers who expect more than just a spec sheet. That move showed Genesis could stand alongside the old-guard luxury brands, but with its own sense of style and a bit more restraint.
Now, Genesis is bringing that approach back to Korea. The One of One service launches this year with the flagship G90, and will soon include the GV90 when the all-electric SUV lands. Instead of a one-size-fits-all luxury SUV, the GV90 is shaping up to be a true canvas for personal expression.
One of One Division Expanding to GV90
According to Maeil Business Newspaper, Genesis designers in Korea will work directly with buyers to shape every detail, from paint to leather to interior themes. Instead of mass-production suppliers, real artisans handle the finishing touches. It’s a hands-on process, not just a list of options.
Genesis is also looking at a One of One Special Edition, which would take things further by mixing the brand’s boldest design ideas with handcrafted details. It’s a smart move. As cars get more digital, the real luxury is in what you can see and feel.
Of note, Korea is Genesis’ home turf and its biggest market, making up over half of global sales last year. By showing it can deliver Rolls-Royce-level experiences, Genesis lifts the whole brand – even for buyers who never go fully bespoke.
What the GV90 Brings to the Table
The GV90 will sit above the GV80 as Genesis’s most ambitious SUV so far. Early leaks and spy shots point to two versions: one with standard doors for the usual luxury crowd, and another with rear-hinged coach doors and a wide, pillarless opening – clearly aimed at those who prefer to be driven.
That second setup takes a lot from the Neolun concept, with a lounge-like second row and a focus on rear-seat comfort. Think deep leather, plenty of adjustment controls, and a cabin built for quiet. Under the skin, the GV90 will use the new eM electric platform, with big batteries, dual motors, air suspension, and a ride that’s meant to be whisper-quiet.
Meanwhile, A GV90 test car in Magma Orange has sparked talk of a performance version linked to Genesis’s Magma sub-brand. It’s unconfirmed at this point, but it’s showing us that Genesis is willing to expand the GV90’s potential – whether in terms of performance or utmost luxury.
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