Individualizing
Luxury automakers already price their cars accordingly, using plush branding and the car itself to keep costs at a premium. One service these brands also offer is customization, the proverbial “cherry on top” for the ultra-loaded buyer. Customization never comes cheap, and in some cases can inflate the costs by huge margins.
Genesis’ latest model is the GV90, a new flagship SUV that carries the torch as the very best they can offer. If a customer wants more, the brand has just opened its bespoke section to let buyers individualize their own cars, at a cost, of course.
Fully Loaded GV90 For $182,000
The Genesis GV90’s online configurator is currently live in South Korea only. Sadly, we aren’t able to play with it ourselves, but the report goes into enough depth to show what could eventually be launched worldwide, as well as the finer details of the customization site.
Another thing this configurator did was give us a glimpse of how much a base GV90 will cost before feature packing; these conversions aren’t final and are rough estimates based on current exchange rates. The standard GV90 starts at $106,000 and, when customized, goes up to $143,000. Looking at the crem dela crem GV90 Neolun variant, it automatically jumps the price up a lot. Without any modifications, the Neolun starts at $141,000, but fully loading it will bump it up to an eye-watering $182,000. For context, at that price, it puts the GV90 in elite company, costing as much as its European counterparts.
$40,000 in Features
The added feature list is expansive as expected, but what stands out to us is that for both the base GV90 and the GV90 Neolun, the average price for fully loading either variant will be around $40,000. Looking at the report, the most expensive listed feature on the regular GV90 is the Front and Rear Comfort Package, which includes massage seats and leg rests in both rows and a VIP footrest, all for $7,600.
Conversely, the Neolun has an insanely expensive optional extra called the Executive Suite. Opting for this will add a comfort partition, a rear console with a refrigerator, tables, 24-way power-adjustable seats, a Smart Vision Roof, and screens. All of that can be had for an additional $37,000. It’ll be interesting to see how the pricing translates to the U.S. market when it arrives here, especially since Genesis is planning to offer a bespoke program in the U.S.
