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.”