Hyundai’s luxury division, Genesis, will step up further in the luxury car industry by offering a new bespoke department to cater to the extra wealthy. Its first attempt, known as "Your Genesis," failed once to reach out to the other parts of the world apart from South Korea. This new bespoke department is geared toward a global audience, but that also means Genesis will have to compete with the biggest luxury players in the market. Is the brand biting off more than it can chew?

Genesis is a luxury brand that is not only popular for its unique looks, but also for the competitive price of its cars. You can literally consider a Genesis G80 with a couple of options and still buy it for less than an Audi A6 with no options. From the value perspective, both Acura and the Genesis cars are on par in terms of luxury. But the latter is trying to catch up with the top dogs of the luxury automotive world, including the likes of Porsche, Aston Martin, Bentley, Mercedes Maybach, and even Rolls-Royce.

A new report from Korean Car Blog states that the South Korean luxury brand is working on a bespoke division called “One of One”, which will possibly work on providing customization options like the aforementioned western brands. Initially, this division will work on the existing cars by offering bespoke exterior and interior customizations to keep things unique from the default production line-up. This is not the first time Genesis has tried something like this. The “Your Genesis” program, with the launch of the GV80 back in 2021, was an ordering system that was so advanced that it had 104,000 options. The customizations include powertrains, exterior and interior color, materials, and other options. But sadly, the program the U.S. shores or Europe. Hopefully, this time, it will, and with more customization. Genesis will also work on bulletproof cars for VIPs and limited-edition of the current selling models.

Project “One of One” will be functional later in 2022 and will first be introduced to the South Korean market, followed by Europe, the U.S., and South Asia. Hopefully, this time, the bespoke division will be spread worldwide, not just in Genesis’ home market. The real question here is can Genesis really compete with brands that quite literally invented the bespoke business?