Hyundai has unveiled the "Genesis Prada" ahead of its debut in Seoul.
The partnership with Hyundai and Prada has yielded three Genesis sedans painted in matte metallic midnight blue, combined with metal parts in titanium, and the dark matte plated gold replaces the existing shining chrome for the radiator grill, the emblem, and the outer handles. The 20-inch alloy wheels are new and were designed by Prada.
Inside the seats are covered in "saffiano" leather.
Out of the three produced, one will be kept by Hyundai as a milestone of the Genesis history and the other two will be auctioned off for charity.
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.
Comments (12)
Nice body color but I had a white leather car interior once, and it didn't wear well after a few years - all the car's with white interiors look dirty and show wear quickly IMO.
Posted by sparky | March 31, 2009 1:02 PM
Posted on March 31, 2009 13:02
Will girls get this to match their purse?
Posted by gm0n3y | March 31, 2009 1:21 PM
Posted on March 31, 2009 13:21
You gotta admit... must be a nice car for Prada to be messing with it. I think Hyundai is keeping it to show off the progress of Hyundai as a whole, not just the Genesis.
You don't see Prada or Louis Vuitton messing with Kias, or even Fords or Hondas.
Posted by Joan of Arc | March 31, 2009 6:34 PM
Posted on March 31, 2009 18:34
You don't see prada messing with most car companies, I don't know if this is a good thing. How about a Levis F150. Maybe a pokemon yaris, or even a tempurpedic buick for the old folks!
Posted by thetruth | March 31, 2009 6:48 PM
Posted on March 31, 2009 18:48
Tempur-Pedic Buick. Ha! That is too funny.
Posted by Chad | March 31, 2009 8:10 PM
Posted on March 31, 2009 20:10
Yeah, the Buick thing was hilarious.
Posted by Gary | March 31, 2009 8:52 PM
Posted on March 31, 2009 20:52
I like the white leather but like sparky said it's not going to look good for very long if you drive a car like that on an everyday basis.
Posted by SteelCity1981 | March 31, 2009 10:46 PM
Posted on March 31, 2009 22:46
LOL with thetruth. Great choices!
Interesting exercise, you have to commend Hyundai for it.
In the interior I would've preferred the blue used on the dash top also be used in the dash sloping area (and door top trim too), where the instrument panel, screen display and vents are, as I find the white too clashing with the previously mentioned items. Otherwise, it looks pretty refined.
The matte exterior and large wheels give some "sinister" look to the car, in a good way.
Posted by Kawi | April 1, 2009 4:28 AM
Posted on April 1, 2009 04:28
These one-off designer-car crossover things usually turn out ridiculously garish, so the Prada Genesis is a real surprise. The matte blue is far nicer than I'd expected, and the white interior is pretty stunning - if virtually unmaintainable.
Posted by BigWill | April 1, 2009 5:31 AM
Posted on April 1, 2009 05:31
It is a really nice peice of work. Though anyone who purchases this car will not be using it as a daily driver. Since there will only be three made, the likeyhood of it ever being on the street is slim to none.
As for comments on "how" Prada should have designed the "car" I call BS. Prada can make it any which way they damn well please.
Also, if Hyundai would have sold this car retail, it would have been out of reach for most people. As for the two left going for Charity, I can see them selling for at least high six figures!
Posted by Andrew | April 1, 2009 5:59 AM
Posted on April 1, 2009 05:59
wow... genesis is AWESOME... hyundai is doing better and better each day....
santa fe
sonata
and now genesis...! good work!
Posted by jettto | April 1, 2009 7:54 AM
Posted on April 1, 2009 07:54
JUST GOT MINE, TRADED A LEXUS ES 330, THOUGHT THAT WAS A FINE CAR, AND IT WAS. HOWEVER THIS BEAUTY, IS THE BEST CAR ON THE MARKET TODAY, FOR THE MONEY, WOW. GREAT CAR
Posted by HOWARD KOSROFIAN | April 23, 2009 3:09 PM
Posted on April 23, 2009 15:09