Hyundai launches Genesis Prada sedan in South Korea

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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