Genesis launches One of One and Performance programs in Dubai

In June 2022, anonymous sources told The Korean Economic Daily that Genesis planned to launch a One of One division that month. Based on that newspaper report, we wrote, "The company won't simply send out a press release; it will reportedly unveil the first cars designed and built by One of One, though there's no word yet on what they'll be." Turns out Genesis hosted a private, soft launch for Middle Eastern customers in 2021. Took a little longer than planned for everything to go public, but thanks to Genesis' One of One program launch in Dubai this month called "Distinctly Yours," we know the launch vehicles and we're beginning to understand what's ahead.

Described as the "commitment to delivering a hyper-personalized and unparalleled luxury experience," One of One is a bespoke program in the English, German, and Italian template that — so far — permits near-unlimited scope for customization of existing vehicles but doesn't offer the chance to create custom vehicles. The automaker says, "Every décor element, every piece of upholstery, and every surface can be customized."

Clients can approach individualization two ways, either dressing up their own cars or trying to buy a limited edition offering developed by Genesis' in-house design team. In the former category, Genesis showed a G90 Long Wheelbase in two-tone white pearlescent and black with red flakes. Genesis didn't release much photography from the event, there's a glimpse of this car and the others below in this Instagram video from Auto Catch: