A CAR FIT FOR A CHAMPION: HOW JUNGHWAN LEE LIKES HIS GV80 BLACK
SEOUL, Jan. 9, 2026 — At Genesis, the “Son-nim” philosophy is not just a guiding principle — it’s the essence of how the luxury marque engages with everyone who encounters its brand. Rooted in the tradition of treating every customer as an honored guest, Genesis has redefined what it means to extend hospitality, weaving thoughtfulness and meticulous attention to detail into every brand experience.
The 2025 Genesis Championship was no exception. As the brand’s longest title-sponsored golf tournament, this event continues to serve as a platform to showcase how Genesis brings this philosophy to life not only for spectators, but also for the players and caddies. From elevated hospitality lounges to thoughtful touches on and off the green, the Genesis Championship exemplifies the brand’s commitment to excellence and care. But the final touch of Genesis’ unique brand of hospitality can be found in the Genesis model awarded to the one and only champion.
This year, on its grand stage, Junghwan Lee claimed the championship title, earning not just the coveted trophy but also a bespoke GV80 Black for himself. With his newly earned DP World Tour seed thanks to his triumph at the 2025 Genesis Championship, Lee has gained a foothold in the global arena, competing in the 2025 HSBC Abu Dhabi Championship in November and South Africa’s Nedbank Golf Challenge in December as his first tournament of the 2026 season.
Bespoke Luxury Befitting the Honor of a Champion
Genesis first gifted a bespoke Electrified G80 to the 2024 Genesis Championship winner Byeong Hun (Ben) An, a gesture meant to honor the excellence, performance and precision exhibited by the champion throughout the tournament.
As last year’s champion, Junghwan Lee was awarded an exclusive Genesis GV80 Black — a one-of-a-kind expression of the Genesis’ “Athletic Elegance” design ethos and innovative engineering ingenuity. Genesis Black is a trim exclusive to select Genesis models, distinguished by their striking black color theme that extends throughout the interior and exterior exuding understated luxury.
Upon opening the driver’s door, the eye is immediately drawn to the custom signature plate affixed to the arm rest. The plate is engraved with the year 2025 and Lee’s initials, the Genesis Championship trophy and the number of strokes that secured him the win. The signature plate was carefully crafted to complement the bold black interior of the Genesis Black series.
Continuing the theme are the headrests, each bearing the Genesis wing logo, the year 2025 and the player’s initials that are exquisitely embroidered on the smooth and supple black Nappa leather.
In addition, the doorsteps are adorned with bespoke engraving. The first-row doorsteps display the unmistakable “Champion’s Drive,” while the second row’s carry “Road to the World,” signifying how the Genesis Championship is an important pathway for Lee as he advances to the global golfing scene.
During the vehicle handover ceremony that took place at Genesis Suji, the Genesis Newsroom caught up with Lee who shared how he felt about his win and what it meant to him to be a new owner of a one-of-a-kind Genesis.
Since winning the Genesis Championship last fall, you’ve been competing full-time in global tournaments. How has your victory at the championship influenced your career?
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Genesis One of One Program: A Genesis Made for One
The Genesis One of One program, introduced in 2021 through a private showcase to its Middle Eastern customers, was officially launched in December 2023. Representing the pinnacle of personalization and craftsmanship, each model in the program is an exclusive creation, customized to reflect the personalities and preferences of its owner — from individualized design elements to bespoke features that ensure no two vehicles are the same.
Euikyeong Kang of Genesis’ One of One team, who oversaw the creation of Lee’s custom GV80 Black, said, “Although the 2025 Genesis Championship winner’s prize model is not a fully bespoke model from our One of One program, we focused on weaving into the car Lee’s journey to victory and entering the global stage through the Genesis Championship as a pathway. It showcases Genesis’ capabilities of expressing customers’ stories by adding personalized touches to their cars.”
Following its launch in the Middle East, Genesis plans to expand the One of One program to other key regions, including Korea.
Transcending Moments into Unforgettable Memories
From the grand stage of the Genesis Championship to the intricately designed interiors of Lee’s personalized GV80 Black, the brand continues to demonstrate its ability to transform extraordinary moments into lasting memories.
For Junghwan Lee, this bespoke GV80 Black is not just a trophy, but a testament to his achievement and a symbol of the painstaking attention to detail and sophisticated care Genesis extends to its champions.