Hyundai reveals Prada edition Genesis ahead of Seoul debut
Hyundai Genesis Prada – Click above for high-res image gallery
The devil may wear Prada, but what does he drive? Playing the field, the Italian fashion house has jumped into bed with both Audi and Hyundai for its foray into the automotive sphere. The outcome of Prada's venture with Audi has yet to be realized, but Hyundai has revealed this special edition Genesis Sedan it developed with Prada, previewed last November, for debut at the upcoming home-market Seoul motor show.
The Genesis Prada you see here is a one-off, painted a matte-finish purplish-blue with a white "saffiano" leather interior featuring illuminated floors and door panels, along with 20-inch wheels and an "outer antenna with edge shape." It's one of three distinct versions that will be auctioned off for charity, so don't go looking for your own designer edition down at the local Hyundai dealership. Details in the press release after the jump.
Gallery: Seoul 2009: Hyundai Genesis Prada
[Source: Hyundai]
PRESS RELEASE
Genesis reborn with innovative input from Prada, one of the world's leading luxury brands
* Design development took place at Hyundai Motor's R&D center in Korea and in Prada's Design Center in Italy
* Limited edition of three cars, two of which will be auctioned for charity
Hyundai Motor Company (Chairman & CEO Chung Mong-Koo) presented the new "Genesis Prada" today in Seoul, the first of only three units produced by the Korean automaker in partnership with Italian luxury goods maker Prada, to be officially unveiled at the Seoul Motor Show on April 2. Of these three unique cars, one will remain with Hyundai as a milestone of the Genesis history and development, while two will be auctioned for charity and the income will be donated to an institution which will be announced at a later stage.
The "Genesis Prada" represents a unique edition of the Genesis - selected as the 2009 North American Car of the Year ? and is characterized by a special design that reflects Prada's (CEO Mr. Patrizio Bertelli) sophisticated innovation, attention to detail, uncompromised quality approach and values both in the design and in the materials.
For this project, designers from Hyundai and Prada worked together for over four months since last November, both at Hyundai's R&D center in Namyang and at Prada's Design Center in Italy, where a Genesis models were delivered to allow a 1:1 scale development.
In particular, with regards to the design of the bodywork, Prada developed a sporty interpretation of the Genesis bodywork, complemented by alloy rims designed and produced by Prada in Italy. The paintwork is in matte metallic midnight blue, combined with metal parts in titanium, whereas the dark matte plated gold replaces the existing shining chrome for the radiator grill, the emblem, and the outer handles.
The innovations introduced by Prada include also a 20-inch alloy wheel and an outer antenna with edge shape.
For the interior, the dashboard and the upholstery have also been revisited and artisan-crafted in "saffiano" leather - the top quality leather that, more than any other, is identified with the Prada brand - to obtain a luxurious and sophisticated finish.
Finally, in order to underline to an even greater extent the unique image of the "Genesis Prada," a new special technology was applied to all gold plated details and all wood grain parts.
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Reader Comments (Page 1 of 2)
k.w.a 2:47PM (3/31/2009)
No thanks, I'll wait for the Versace Kia Optima
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Randy915 6:36PM (3/31/2009)
LMAO
futurama 2:48PM (3/31/2009)
can't they have taken better photos if it was for press release? i am sure they either plan for the shoot or have them already...... not really professional/appealing when it was taken in their generic studio by non professional.
however, that color combo is quite a killer. (ext/int)
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Preus 2:52PM (3/31/2009)
Wow, this is a bit of a surprise to me, Prada & Hyundai..
Respect to Hyundai for that. Not to Prada..
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jsjs 2:55PM (3/31/2009)
Have to keep in mind that Hyundai in SKorea is seen as a "full-line" auto manufacturer, just as Mercedes in Germany/Europe offers the econobox A and B Classes along w/ the S Class.
Preus 3:25PM (3/31/2009)
Ahh, okay..
But if they launch this version in Europe, Prada sure will lose some status.
big J 11:59PM (4/01/2009)
jsjs how can anyone forget when you mention it about 20 times in every single hyundai post.
Carlos 2:52PM (3/31/2009)
Wow that car is hott lol
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akboss302 2:56PM (3/31/2009)
Hmm, a white leather interior. That's gonna be fun! One week and the car will look like trash inside. A friend of mine bought a new VW Passat with a light cream interior and six months in the interior looked six years old.
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Coco 3:08PM (3/31/2009)
Hyundai should use that double wing logo on all Genesis models, looks much better.
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MikeofLA 3:44PM (3/31/2009)
When I test drove one the sales guy told me It's an available option here in LA, so i'd gather everywhere can have it... I forgot what it was called and how much since I didn't really care.
Andy 4:00PM (3/31/2009)
I've seen both the winged logo and regular Hyundai logo on Genesies (Genesi?)
XJ 4:01PM (3/31/2009)
The dealership near me had one with the logo and one without side-by-side. Quite frankly, the winged logo looked much better...more "complete".
MikeW 3:51PM (3/31/2009)
How wide would are these tires?
235/40 20 front, 265/35 20 rear
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anthony 3:27PM (3/31/2009)
im calling april fools on this one
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Jay 3:32PM (3/31/2009)
If there was a Pierre Cardin Javelin and a Levi's Gremlin, anything is possible.
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TriShield 3:32PM (3/31/2009)
Questionable automotive taste, it's not just for Americans anymore.
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CaptainKangaroo 3:46PM (3/31/2009)
Mercedes and BMW laughed at Lexus, too, as they rolled out the first iteration of an LS 400. As Hyundai's market share swells and GM and Chrysler's deflate, just as Merc and BMW did, we'll see where it all ends up but I'll put my money on a company that gives us the Genesis after a product like the Pony (Canada).
Things change. For Hyundai, well, it's good, but for GM they will end up being run by the government who pays $8,000 for coffee makers. Good luck with running a car company.
BTW Hyundai outsold Honda and Nissan for the first time ever in Canada last month. Those of you who think they are not a monster simply don't understand what is going on
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atlasfugged 4:01PM (3/31/2009)
I hate to sound pretentious, but isn't Hyundai Prada Edition somewhat of an oxymoron?
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thomas 4:12PM (3/31/2009)
i'm not sure how prada = the oposite of hyundai.... explain