Hyundai Motor’s luxury brand Genesis said to be reviewing customization service

Genesis X Convertible Concept. [Courtesy of Hyundai Motor]

Genesis, a luxury car brand of South Korean auto giant Hyundai Motor Co., is reviewing a customization strategy by offering made-to-order cars as it adds more luxury such as those offered by other high-end brands like Rolls-Royce, Bentley, and Porsche.

According to multiple industry sources on Thursday, Hyundai has set up a taskforce, Genesis One-Of-One, and is considering the expansion and reorganization of its customization business.

Currently, Genesis buyers can choose from several options for the engine, driving system, interior and exterior colors, and wheel and tire sizes among others but the taskforce is expected to meet the needs of customers that are outside the given options.

Genesis One-Of-One will be focusing on personalizing design elements such as interior and exterior colors, interior finishes, and wheel designs.

Andrea Jensen, vice president of Genesis, is the creative advisor at the taskforce. She used to be the head of Color, Materials, and Finish (CMF) Design.

With sophisticated customization, customers can decide interior and exterior design. The exterior color, for example, can be mauve, which is not normally used in car paint.

Customers can even have zodiac signs embroidered on the seats if they want. Even seat leather can be replaced with one used for luxury bags only if it can be secured.

Traditionally, car customization has been considered the exclusive domain of luxury car brands. Luxury and supercar brands, led by Rolls-Royce, are all about personalization, which delivers customized vehicles that underscore the luxury image of a one-of-a-kind car.

Hyundai Motor, in the time, said no details have been decided yet regarding the expansion of customization.

Industry observers noted that Genesis’s customization efforts target future high-end electric car models.

Earlier, Genesis unveiled three electric concept models, including the Genesis X Convertible Concept.