Genesis G90’s $280,000 Price Tag: Here’s What You Can Expect from Their ‘One of One’ Program

Genesis is pushing forward with an ambitious luxury strategy, establishing itself as a player beyond the premium segment. The brand has already launched its high-performance division, Magma, and even formed its own motorsports team. Alongside these moves, Genesis has introduced exclusive models that bring a fresh level of sophistication, such as the GV80 Black, following the earlier release of the G90 Black. The GV80 Black comes with a price tag of about $20,935 higher than the base model, offering customers unique design elements and customization options.

However, this is only the beginning of Genesis’s expansion into the bespoke luxury space. The brand is gearing up to launch a service that rivals top-tier luxury automakers. Genesis has unveiled a special limited edition model already available in the Middle East and is setting the stage for broader availability.

Last year, Genesis officially launched the One of One program, which is quite rare among mass-market automakers

Last year, Genesis introduced its rare “One of One” program, a bespoke vehicle production initiative that stands out among mass-market automakers. Officially launched in Dubai in December 2023, the One of One program allows customers to customize everything from exterior color options not offered in the standard catalog to selecting premium interior materials. The program is part of a broader strategy to create fully tailored vehicles, including possible custom features not offered in the base specifications—an approach traditionally reserved for luxury brands like Rolls-Royce and Bentley but unprecedented in the mass-market segment. While expensive in terms of production costs and the specialized craftsmanship required, the program reflects Genesis’s commitment to offering high-end, personalized options.

The G90’s price has surpassed about $280,000

In the Middle East, the Genesis G90 has seen a price jump, with the One of One configuration pushing its cost to over $280,000—far above the $118,632 base price. While One of One’s high price tag might be hard to justify in the South Korean market, where Genesis faces the challenge of overcoming entrenched perceptions of domestic vehicles, the brand is considering bringing the program to Korea.

The possibility of launching in South Korea has been formalized
Need to prepare for demand assessment

On December 5, at a press conference in Dubai, Vice President Song Min Kyu of Genesis revealed that the brand is actively considering launching the One of One program for its entire lineup in South Korea. “Since there is no price limit for customized vehicles, we need to ensure we understand the demand properly in Korea,” Song explained. With the market’s growing appetite for premium vehicles, there is increasing confidence that high-end services like One of One will find success. The program could offer options like the G70 with a preview electronic control suspension or custom two-tone exterior paint if launched in Korea.