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Hyundai releases up-scale, Prada-inspired Genesis

May 18,2011
Hyundai Motor’s Genesis Prada was made commercially available yesterday. Provided by the automaker

Hyundai Motor, the nation’s leading automaker, released commercially a special edition of its Genesis sedan developed in collaboration with Italian luxury goods maker Prada.

It is the first time a local carmaker teamed up with a luxury brand to offer an upscale car in terms of exterior and interior design.

Designers from Hyundai and Prada worked together for two years to develop the unique, commercial sedan. Hyundai’s Genesis Prada premiered at the Seoul Motor Show in 2009.

The car is loaded with a Tau 5.0 GDi engine - the automaker’s most powerful engine - and produces 430 horsepower and a fuel efficiency of 9 kilometers per liter (21.2 miles per gallon). The conventional Genesis, with a 3.8 GDi engine, produces 334 horsepower and has a slightly better 10.2 kilometers per liter fuel efficiency.

The overall design reflects Prada’s sophisticated focus on details using high-end materials. The seats are covered with saffiano-pattern leather. The car comes in three colors: black nero, blue baltico, and brown moro. “The whole project to develop the Genesis Prada sedan started with an aim to offer customers a special premium car,” said an official from Hyundai Motor.

To increase its value, the automaker said it will produce only 1,200 Genesis Prada sedans for domestic sale. Plans for overseas sales haven’t been announced. The sedan is priced at 79 million won ($72,600), 20 percent more than the conventional Genesis.


By Lee Eun-joo [angie@joongang.co.kr]



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