• Nov 12, 2008
Click above for two high-res pics of the Hyundai Genesis Prada

Nobody blinked when Subaru and L.L. Bean hooked up. Or when Mercury and Nautica got busy. And remember those Levis Edition Jeeps? That actually worked.

But South Korea's Hyundai and Italian fashion house Prada? Ummm. Just a few years ago it would have been laughable, and possibly an enormously bad business decision for Prada. But Hyundai's gone all upscale with the Genesis and, in this economy, Prada's not nearly as picky about where it gets publicity.

In April, Hyundai will show one of three Prada Genesis sedans at the Seoul Motor Show. The other two cars will be auctioned for charity at the Prada Transformer, which is some kind of temporary building that will showcase art, cinema and fashion events. Whatever. All we know is that buyers of the Prada cars can probably expect some of the best leather seats they've ever sat in for probably the most money ever paid for a Hyundai. At least it's for charity.


[Source: Carscoop]


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  • 27 Comments
      • 6 Years Ago
      you know, korean try to link every cheap thing from them to LUXURY BRAND to live themself in a luxury dream. LG even linked them to audrey hepbern in a cellphone ad here.
      • 6 Years Ago
      well.. image of hyundai is US is very different from image of Hyundai in Korea. most people in US won't even know what Prada is any ways...
      • 6 Years Ago
      I still have yet to figure out why anyone cares about these brand name special editions. Tacky.
      • 6 Years Ago
      What if Ford had made something like this as the next Crown Victoria...
        • 6 Years Ago
        You mean replace a workhorse BOF massive sedan with a smaller unitized sedan incapable of absorbing the abuse the CV is asked to endure?
        • 6 Years Ago
        Crown Vic is the last remaining traditional body on frame police grade cruiser. We don't need to lose that.
        • 6 Years Ago
        It would destroy the whole point of having the MKS.
      • 6 Years Ago
      Looks like Hyundai has come out with a winner. The car is nicely done, classy, not over the top when it comes to styling, but it doesn't seem like it's worthy of the association with Prada. Hyundai, and Prada are on two completely different ends of the spectrum, with some items from Prada costing more than Hyundais. A very nice car otherwise.
      • 6 Years Ago
      The Genesis has done it for me. It looks great and I'm more impressed with the Genesis than any Korean car made to date. I know they're 2 different classes, but if I wasn't already sold on the Camaro, I'd probably get a Genesis.
        • 6 Years Ago
        I agree. I've seen two on the road so far and they have a strong yet subdued presence--two things a full size luxury sedan should have. Could there be some improvement? Of course, but they've done a fantastic job already.
        • 6 Years Ago
        Well, bigj, plenty of General Motors' models are quite reliable. The next logical step for Toyota as the new General Motors is complacency and crappy design. We've already seen the signs of what's to come. ;)
        • 6 Years Ago
        Toyota is the new General Motors and Hyundai is the new Toyota.
      • 6 Years Ago
      I think ARMANI Genesis is better.
      • 6 Years Ago
      Prada Genesis? Nice car - for a girl.
      • 6 Years Ago
      Hyundai continues to pursue its intent on moving the brand upscale.
      • 6 Years Ago
      As good as the Genesis may be, Hyundai does not run in the same circle of brand marketing as Prada does, and likely won't for many years.

      My wife has lots of Prada and other high end consumer items, and as good as this car may be, she would never trade in her Jag XF for it. Brand cache is important to some people.

      Me....I'm quite happy with my lowly used Chevrolet. ;-)
        • 6 Years Ago
        I think Prada just jumped the shark.

        I myself am a label whore and Prada just fell off of my radar screen.

        Btw, I drive a Daewoo wagon which I love. However, It would be ridiculous for me to buy a "Prada" Daewoo. Or any other Asian car. Just doesn't fit.
      • 6 Years Ago
      That looks fantastic, powerful but elegant, not overstated w/ chrome all over the place. Nice one Hyundai.
        • 6 Years Ago
        it has a Mercedes grill with a BMW backside
        • 6 Years Ago
        I'm not a Hyundai hater, but they've been around long enough to come up with their own styling language by now, instead of cutting and pasting.
        • 6 Years Ago
        But really, do you mind a Hyundai that looks like a BMW or MB? (Although I would mind a BMW or MB that looks like a Hyundai ;))
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