For luxury cars will who are you wearing matter in the future? Fashion meets luxury car brands and who gets to wear which designer label will be the fashion statement. Not a likely pair when you think of Hyundai and Prada? Keeping in the tradition of not for the masses will likely make the Hyundai Prada marriage a smart public relations move. In the world of luxury limited is always a key selling factor.

Just like the Royal Wedding not everybody will get to experience the Hyundai Genesis Prada. Only about 1200 cars will be made of the Hyundai’s limited edition Genesis Prada.

Famous fashion label Prada teams up with car maker – but it’s not the Rolls-Royce or Bentley you might expect.

One brand has established a reputation for budget-priced vehicles; the other is renowned for highly expensive, high-end fashion goods.

Hyundai and Prada have formed an unlikely partnership to produce a limited edition sedan unveiled in South Korea yesterday.

The Hyundai Genesis Prada will be built only in small volume – about 1200 units – but is designed to lift the Korean car maker’s image further away from its cheap-and-cheerful origins.

Italy’s famous luxury fashion label has provided design input during the two-year development of the model, which was previewed at the 2009 Seoul motor show.

The dark chrome used for the grille, ‘Genesis Prada’ emblem and door handles is said to be inspired by the palladium-coated buckles on Prada bags.

Prada designed the 19-inch alloy wheels and BMW-inspired, wedge-shaped roof antenna, and the haute couture company’s trademark ‘saffiano’ leather is used for the dash and seats to create an appropriately luxurious feel to the cabin.

The Prada logo features on the front quarter panels and the door sills of a car Hyundai says “is addressed to the most sophisticated clientele” and will be sold predominantly in South Korea.

“We’re only going to make 1200 or so of these Genesis Prada models,” says Frank Ahrens, Hyundai’s director of global public relations, “but it means everything image-wise and speaks to the heart of what we’re trying to do in elevating our brand.

“It’s our first luxe co-branding and shows you how far Hyundai has come and the direction we’re pointing.”

The Genesis is powered by a 316kW 5.0-litre V8 but is a left-hand-drive vehicle only. Pricing has yet to be confirmed, but the Prada edition will certainly cost more than the regular Genesis four-door.

Hyundai is expected to build the next-generation Genesis sedan in right-hand drive, when it’s likely to be imported to Australia to become the company’s brand-building flagship model locally.


1 Comment

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