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.
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.