Genesis may be pursuing a bespoke personalization division: report

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Spotted in a trademark filing by CarBuzz, the name “One of One” has been selected by the Hyundai Motor Group for what’s assumed to be a new personalization department for the brand. The filings were made with the European Intellectual Property Office.

While the trademark is somewhat vague, it would seem to suggest Genesis wants to target exclusive audiences with bespoke detailing. Class 37 of the filing points to “custom installation of automobile interiors; painting of automobiles; repair and maintenance of automobiles and parts thereof; automobile detailing…,” according to CarBuzz.

Customization programs like this aren’t at all new. BMW’s Individual and Porsche’s Exclusive Manufaktur programs are examples of semi-mainstream luxury automakers with bespoke personalization divisions. Both programs give customers a wide array of options when ordering new cars, as premium marques look to offer something special to ultra-wealthy clientele wanting to buy souped-up models.

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For Genesis, upgraded cabins and fancy styling touches is nothing new either. Genesis already offers unique exterior colours like Sao Paulo Lime on the new GV60; and bold interior colours in shades like blue, red, and purple.

It’s still unclear which models Genesis will look to enter into its customization program. However, some believe its 2023 Genesis G90 would be an ideal place to start, because of its inclusion in Genesis’ Priority One program, which offers buyers a white-glove “tailored purchase experience” that also moves them to the front of the vehicle-order queue.