Hyundai Joins Forces with Prada to Create Special Edition Genesis sedans

In spite of the fact that Hyundai has gone a long, long way from the unforgettable Pony of the 1970's and 1980's to producing cars like the modern day Genesis Sedan and Coupe, the company still lacks a strong brand image and is snubbed by many consumers. The Koreans however are trying their best to improve the brand's appeal not only through adverts but also by collaborating with highly respected firms like the Italian fashion house Prada. According to Hyundai, Prada's design team will create three special edition Genesis sedans in Italy over a four month period, working closely with the company's engineers and own designers, using the house's signature materials.

One of the special edition Genesis sedans will be unveiled at the 2009 Seoul Motor Show and then displayed at Hyundai Motor Company's headquarters in Seoul, while the other two will be auctioned at the Prada Transformer, a temporary building that will accommodate a range of different art, cinema, culture and fashion events from March to July 2009. The proceeds from the auction will be donated to a charity under the joint Hyundai Motor Company - Prada Transformer name.

"We've made a name for ourselves as a quality automaker, and are now focusing on raising our brand image," said James Choi, Hyundai Motor's President of International Sales. "We are extremely delighted that Prada, one of the best and most innovative luxury goods brands, has agreed to work with us and infuse their creative energy into our products."


Anonymous said... »November 11, 2008

Prada must be on desperate times.

Anonymous said... »November 11, 2008

Yep. Hyundai did never looked good and will never be.

Anonymous said... »November 12, 2008

Yeah Prada brought out that crap touch phone with LG, so yeah they'll put there name on anything....

Anonymous said... »November 12, 2008

that shit looks nerly same as beema 5 series from side.. asians cant do somethin original they just copying european style.. thats full of crap!!!

Anonymous said... »November 12, 2008

prada is amazing i'm glad they trust hyundai enough to do this joint venture. Versace has done work with a couple automakers & so has Chanel. so don't diss Prada for this. its awesome.

Anonymous said... »November 12, 2008

As an owner of luxury cars (BMW & Lexus), Hyundai has caught my eye with the Genesis. It offers a great value, which is something we all need in today's economy. I wouldn't mind purchasing a Genesis - though I would like to see additional options available such as dynamic cruise control, a blind spot monitoring system, as well as the improved engine talked about at SEMA. I'd gladly part with $50k for an even more equipped Genesis. Hyundai has come a long way and those which blantly blast its products obviously have not seen what Hyundai offers and done a side-by-side comparison. I have a neighbor down the street who bought the Hyundai large SUV and it shares a lot with my wifes Lexus RX350 (same suppliers used on many items). The quality also appears competitive. Just missing some of the techno-goodies I like.

Anonymous said... »November 12, 2008

I'm not sure why anyone would want to ruin a perfectly good Genesis with a Prada Label.

Jenny said... »November 12, 2008

I can't help but wonder whether or not the anonymous posters who all talk trash about Hyundai and the Genesis might in fact be the same person...

Anonymous said... »March 31, 2009

wow so many hired snitches from Lexus lol

Anonymous said... »October 14, 2010

1. I like the Genesis.
2. I don't some lame expensive brand called Prada.
3. If you're confused why Prada would want to team up with the Genesis, the Genesis won the North American Car of the Year award in 2009 or something. That's why.

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