Genesis expands luxury bespoke program to US with GV90 SUV

Genesis is expanding its luxury footprint by bringing its 'One of One' bespoke personalization program to the United States. This program, which allows customers to customize exterior colors, materials, and interior finishes, was previously focused on the Middle East and South Korea.

Central to this expansion is the upcoming flagship electric SUV, the GV90. Hyundai Motor Company announced at its 2026 CEO Investor Day that Genesis aims to reach 350,000 annual sales and expand into more than 40 markets by 2030. To support this, the brand is diversifying its powertrain lineup to include hybrid models and extended-range electric vehicles (EREV).

The GV90 has recently achieved a significant technical milestone, with its 22-inch wheel configuration re-certified for a driving range of 504km on a single charge, surpassing the 500km psychological threshold for consumers despite the vehicle's heavy curb weight of over 3,000kg. The SUV features advanced safety technologies, including the eMP platform and thermal runaway prevention systems, alongside luxury amenities such as swivel seats and a 'comfort partition' to enhance cabin quietness.