• May 18, 2011
Hyundai Genesis Prada – Click above for high-res image gallery

As recently as a decade ago, mentioning brands like Hyundai and Prada in the same sentence would have seemed laughable. But today's Hyundai is a very different company with a very different image. And no car could sum up such a transformation more than the Genesis.

Two years ago, the Korean automaker announced a partnership with the Italian fashion house with a concept car, but has now launched the production Genesis Prada in its home market. The special edition luxury sedan is distinguished by special paint – either Brown Moro, Blue Baltico or Black Nero – with a shark-fin antenna on the roof, offset by dark chrome trim and special 19-inch alloys. Saffiano parchment leather swaths the interior along with piano lacquer black trim and a rear-seat entertainment system. And of course you can count on the requisite badges to identify this Genesis as different from all others.

Hyundai's celebrated 5.0-liter V8 with 424 horsepower is on pushing duty, mated to an eight-speed automatic transmission. Distribution will be constricted initially to South Korea, before availability will commence in limited numbers of China and Middle Eastern markets. Follow the jump for more details and check out the high-resolution images in our gallery for a closer look.
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Hyundai Begins Sales of `Genesis Prada'

- Hyundai unveils production model of `Genesis Prada' in Seoul
- Hyundai's award-winning Genesis sedan reborn with innovative input from Prada, one of the world's leading luxury brands
- Hyundai to limit sales to 1,200 units in Korea, will export small number to other countries
(* Features & specifications different for markets outside Korea.)

(Seoul, Korea) Hyundai Motor Company, one of the world's fastest-growing major automakers, today began sales of the limited edition Genesis Prada in Korea amid industry-wide attention surrounding the collaboration between a leading carmaker and Prada, one of the world's leading brands in the luxury goods industry.

The Genesis Prada, based on the 2012 Genesis sedan and featuring Hyundai's award-winning Tau 5.0 GDi engine, was unveiled today at a media event in downtown Seoul. Over 100 VIPs, company executives and media members attended the event, which was held at an art gallery in downtown Seoul.

Genesis Prada is characterized by a special design that combines Prada's sophisticated innovation, attention to detail and uncompromised quality approach with Hyundai's advanced technology and expertise in car manufacturing. Hyundai and Prada worked together for over two years to perfect the model, after unveiling a special edition at the 2009 Seoul Motor Show. This is the first time a production model is being introduced to the market.

The joint project of Genesis Prada is the result of both companies' approach to create a highly unique version of the Genesis model, addressed to the most sophisticated clientele. In particular, the project reflects Hyundai's new marketing direction, "New Thinking. New Possibilities.", which aims to provide customers with new experiences and values beyond their expectations. This matches the brand image of Prada, which also balances tradition and innovation.

Genesis Prada

Genesis Prada is based on the 2012 Genesis, which was launched in February this year. The car, which won the prestigious 2009 North American Car of the Year award, is powered by Hyundai's Tau V8 engine, which has been chosen as one of Ward's 10 Best Engines for three consecutive years since 2009. The 2012 Genesis's Tau 5.0 GDi engine delivers a peak power of 430ps and a maximum torque of 52.0kgm, mated with an eight-speed automatic transmission that allows drivers to enjoy the cars power and driving dynamics to their fullest extent.

Genesis Prada comes in three special colors – Black Nero, Blue Baltico and Brown Moro – that are applied with a three-layer coat technology with stereoscopic gold pearl. Dark chrome is applied to the radiator grille, emblem and door handles to reflect the unique palladium-coated buckles on Prada's bags. The innovations introduced by Prada include also 19-inch alloy wheels and an outer antenna with a wedge shape.

For the interior, the dashboard and the upholstery have also been revised and artisan-crafted in "saffiano" leather – Prada's signature top quality leather – to obtain a luxurious and sophisticated finish.

Genesis Prada will be produced by customized personal orders, while the limited Genesis Prada badge and GP500 emblem will emphasize the scarcity of the car. Hyundai, together with Prada, will carry out exclusive VIP marketing activities to provide customers with ultimate satisfaction and convenience.

Hyundai plans to offer a limited number of 1,200 units in the Korean market, later exporting to a limited number of Middle Eastern and Asian countries, including China.


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    • 1 Second Ago
  • 29 Comments
      ahjotah
      • 3 Years Ago
      Reading many of the comments and "pluses" here it just baffles me that halfway through 2011 people still don't get it. I realize THIS particular car isn't coming here, but Hyundai has been on U.S. soil for 25 years now. Their sales keep exploding, their quality is definitely equal to or better than all their competition.....they're obviously not going anywhere. The Japanese have suffered a major decline in quality and lead the way for recalls last year (no, not just Toyota, but Honda and Nissan as well). They're here to stay and will only get even better. The people who comment here are allegedly auto enthusiasts. How can you bash Hyundai then? Don't you read and keep up on what's happening in the auto world? Don't you work on cars and drive various makes/models? Hellooooo
      • 3 Years Ago
      [blocked]
        ml
        • 3 Years Ago
        Ask your mom when she gets off the bus after her shift.
          desinerd1
          • 3 Years Ago
          @ml
          haha, nice one. I feel sorry for people like Butterfly who can't shake off their pre-conceived notions.
        You guy
        • 3 Years Ago
        No, Hyundai is sold at Nordstrom.
      Jesus follower!
      • 3 Years Ago
      Sorry but Hyundai and Prada in the same sentence still is laughable.
      N
      • 3 Years Ago
      No matter how many cow hides are nailed to the interior of this car, it still looks like crap, in my opinion. It is fine if they are competing with lexus - who lead the world in making the same huge beige plastic buttons and yoghurt pot plastic interiors matched with overtly bland exterior styling and inherrently dull powertrains. I'll take a new Audi, Merc or perhaps something Italian instead.
        desinerd1
        • 3 Years Ago
        @N
        Mercs look very dull and boring. It looks like grandpa's car. Audis and BMWs look nice, but I have to say BMW's interior looks crappy and unfinished. In X5 for example, you can see a big gap around glove box cover and through that gap, you can see the hinges - very unfinished. The iDrive GUI is UGLY but I hear they improved it in 2010 and later models. The steering wheel in BMWs is from the 1980s. When my X5 gets old, I'll get an Acura or perhaps Hyundai
      H.E. Pennypacker
      • 3 Years Ago
      are those led headlights? the genesis is a really handsome car.
        vtecgreen
        • 3 Years Ago
        @H.E. Pennypacker
        I agree, the Genesis is a good looking car. I've had one for about a month (rental), and all my coworkers first ask what is it (because of the lack of obnoxious badging on the grille), and they all comment on how nice the inside is. I have to admit, for the price (for the price), its a great car. And those do look like LED headlights. Although maybe I'm biased, I'm a sucker who bought a Genesis Coupe....
      • 3 Years Ago
      [blocked]
      Brian
      • 3 Years Ago
      The naysayers are going to keep denying one simple fact; Hyundai makes some very nice cars now. Think about how they have evolved over the last 2 decades. What they keep doing is make each successive vehicle better and better. Now, they are no longer a "me too" brand, but in many cases leading the field. The Genesis has very few competitors that offer RWD, V-8 performance, and luxury features in a full-size package. The Chrysler 300 is about its closest competitor in terms of size, layout, and engine choices. When a friend of mine bought an Excel back in 1986, I laughed at how bad it really was. But Hyundai just kept refining their business model and their cars. Now, they are taking it to everyone else.
        Jesus follower!
        • 3 Years Ago
        @Brian
        Last time I checked, a multitude of automakers still outsell Hyundai extremely well. And please, if they didn't start adding some sort of quality they were going to tank like other now gone brands. Please explain these cases where they lead, cause I have not found any except how they lead in copying other designs.
        ahjotah
        • 3 Years Ago
        @Brian
        Brian, I'm with you, don't worry. "Jesus follower!" - Hyundai/Kia was the 6th biggest seller on the entire planet in 2009, which quite literally means it outsold many others.(http://en.wikipedia.org/wiki/Automotive_industry). They are about to overtake Ford too. If Wikipedia is not a valid enough source for you, then there are plenty of other places to get that info. As far as where they lead, well: the Sonata is just about the hottest car in its class right now. Fuel economy, emotional design, fun to drive, bigger interior and trunk, etc. etc. = win. Don't be shocked if Toyota and Honda move to offer only 4 cyl. engines in their next Camry/Accord just like the Sonata already does. It's a similar story w/the Elantra and soon the Accent/Rio. Even Kia's Soul faaarr outsells its Cube/Scion xB competition and they've just made it even better for 2012. People are ALWAYS so quick to forget how bad the first wave of Japanese cars truly were and how in the 1980s brands like Acura and especially Lexus had great quality and driving dynamics but stale, derivative designs. (Try to explain how the first 2 iterations of the LS series aren't a total Benz rip-off!) This car has the name Genesis for a reason, it's only the beginning....things will really get interesting by the next generation.
          Gubbins
          • 3 Years Ago
          @ahjotah
          One of the best posts here--somebody who knows what they're talking about and shows critical thought. What a concept. The Koreans are set to eventually surpass most, if not all other competitors. Look at their cabin design and quality, the cutting-edge exteriors, their booming sales in a down market etc etc. They're a major force and the Japanese brands are just waking up...a little late.
      longducdong
      • 3 Years Ago
      Whatever floats yuppy boats, I suppose. Glad its not coming here!
      Keith Rogers
      • 3 Years Ago
      So much pretentious white people s**t. I appreciate a car for what it is inside and out, and not the badge on the hood.
      kA
      • 3 Years Ago
      I'm digging the headlights. Is that headlight design on the South Korean models only? Because I don't recall seeing them on the 2012 models in the US.
        DrewK
        • 3 Years Ago
        @kA
        Yeah, those are the optional LED headlights that we have here in Korea. I think you can only get them on the high end 3.8L V6 model (we dont have the V8) and it comes with everything, at about $60K.
      Jonathan
      • 3 Years Ago
      Ok, in all honesty, why does this exsist? I thought the Genesis was for people who wanted Lexus luxury... for less. So these are not the kind of people you would see buying Prada, Louis Vuitton, theyre driving real luxury cars, such as Mercedes and Range Rovers. Just saying...
        desinerd1
        • 3 Years Ago
        @Jonathan
        You do know that it costs more than Lexus, don't you?
          NightFlight
          • 3 Years Ago
          @desinerd1
          No, it doesn't. The Genesis starts at a price lower than pretty much every Lexus but offers far more equipment for the money.
      artandcolour2010
      • 3 Years Ago
      Very. Desirable. Automobile. I'm digging the new winged Genesis badge. I wish they would place it in the grille instead of the hood, for a cleaner look, but that's a minor quibble. The winged badge looks good on the coupe as well. Prada is a decent name to be associated with.
        NightFlight
        • 3 Years Ago
        @artandcolour2010
        That isn't a new badge at all, we just don't get it here in the US.
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