Genesis Will Create Its Own Bespoke Department

[Sal Collaziano]

According to the latest reports from South Korea, Hyundai Motor Group’s Genesis luxury brand has established a dedicated organization for bespoke vehicles. The new organization will be in charge of establishing the bespoke strategy following what other luxury brands already have done.

At first, the new dedicated organization will focus on create and release various special edition models through the new bespoke strategy. Currently, other premium brands like Mercedes-Benz or BMW have released various special edition models during the live-cycle of the vehicles. This strategy intend to take consumer interest back in the model by producing a special limited edition model that differentiates the design, interior finish or event engine power, before the introduction of the next-gen model.

So now the South Korean luxury brand also plans to introduce a personal owner model for a small number of VIP customer. A part of the plan is to enhance brand’s premium car image by developing bullet-proof vehicles to be used for ceremonial purposes or even custom vehicles that reflect the tastes and needs of individual customers. Read more...

 

[joegr]

Seems like they could better apply the money and effort towards fixing the "dealer" problem.

 

[RCH04]

Seems like they could better apply the money and effort towards fixing the "dealer" problem.

Maybe this is for S. Korea only? I agree they need to get the dealership situation in order before worrying about bespoke models.