Customers will have more options when specifying existing products.
Genesis, the Hyundai luxury vehicle marque that was founded a few years back by Hyundai, is now a strong player in the American premium car market and is expanding its operations in Asia and Europe. According to reports, a new division for bespoke vehicles is the next chapter of the brand’s history. It was established to support the main company.
According to The Korean Car Blog, Genesis has created a so-called One of One Division. This division will create a unique vehicle strategy that is similar to other luxury brands. The bespoke vehicle arm will initially focus on creating and launching special edition models that are based on existing products. This is a classic move by premium brands and is meant to keep interest in a product high throughout its lifetime. It also allows for interior design tweaks that will help to maintain it’s appeal.
According to the report Genesis will develop bulletproof vehicles for ceremonial purposes. Vehicles based on customer preferences could also be possible. One of One will manage all limited edition models and design packages. This is similar to the work that Mulliner and Porsche Manufaktur do for Bentley and Porsche, respectively.
Genesis introduced the GV80 luxury carmaker from South Korea. It also introduced Your Genesis, which is basically an advanced order system. The customer can choose the exact features and specifications that they desire from the 104,000 combinations available for the premium SUV. The new ordering system is still not available in the US, China and Europe, but it should be available on global markets very soon. It is also planned that the One of One division will be fully operational by the end of this year.
Hyundai, the parent company behind Genesis, plans to allow its European arm more freedom when creating vehicles that are tailored for local customers. This includes Hyundai, Kia and Genesis products made in Europe for Europe, and the rest of the world.