SEOUL, Korea––Hyundai Motor Company (Chairman & CEO Chung Mong-Koo) presented the new “Genesis Prada” last March 31 in Seoul, the first of only three units produced by the Korean automaker in partnership with Italian luxury goods maker Prada, and officially unveiled at the Seoul Motor Show last 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 (chief executive officer 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 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.
Established in 1967, Hyundai Motor Co. is the world’s fifth-largest automaker since 2007 and includes over two dozen auto-related subsidiaries and affiliates.
Employing over 75,000 people worldwide, Hyundai Motor sold approximately 2.8 million vehicles globally in 2008, posting sales of US$25.6 billion on a non-consolidated basis (using the average currency exchange of 1257.5 won per US dollar).
Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms.
Further information about Hyundai Motor and its products is available at http://www.hyundai-motor.com.