Hyundai Begins Sales Of `Genesis Prada'

SYDNEY – May 19, 2011: Hyundai Motor Company, one of the world’s fastest-growing major automakers, has commenced sales of the limited edition Genesis Prada in South Korea, amid industry-wide attention surrounding the collaboration between a leading carmaker and Prada, one of the world’s leading brands in the luxury goods industry.

The Genesis Prada, based on the 2012 Genesis sedan and featuring Hyundai’s award-winning Tau 5.0 GDi engine is characterised by a special design that combines Prada’s sophisticated innovation, attention to detail and uncompromised quality approach with Hyundai’s advanced technology and expertise in car manufacturing.

Hyundai and Prada worked together for over two years to perfect the model, after unveiling the car in concept form at the 2009 Seoul Motor Show. This is the first time a production model is being introduced to the market.

The Genesis Prada project is the result of both companies’ approach to create a highly unique version of the Genesis model, addressing the needs of the most sophisticated clientele. In particular, the project reflects Hyundai’s new marketing direction, “New Thinking. New Possibilities.”, which aims to provide customers with new experiences and values beyond their expectations. This matches the brand image of Prada, which also balances tradition and innovation.

Genesis Prada
Genesis Prada is based on the 2012 Genesis, which was launched in February this year. The car, which won the prestigious 2009 North American Car of the Year award, is powered by Hyundai’s Tau V8 engine, which has been chosen as one of Ward’s 10 Best Engines for three consecutive years since 2009.

The 2012 Genesis’s Tau 5.0 GDi engine delivers a peak power of 316kW and a maximum torque of 510Nm, mated with an eight-speed automatic transmission that allows drivers to enjoy the car's power and driving dynamics to their fullest extent.

Genesis Prada comes in three special colours – Black Nero, Blue Baltico and Brown Moro – that are applied with a three-layer coat technology with stereoscopic gold pearl. Dark chrome is applied to the radiator grille, badges and door handles to reflect the unique palladium-coated buckles on Prada’s bags. The innovations introduced by Prada include also 19-inch alloy wheels and an outer antenna with a wedge shape.

For the interior, the dashboard and the upholstery have also been revised and artisan-crafted in "saffiano" leather – Prada’s signature top quality leather – to obtain a luxurious and sophisticated finish.

Genesis Prada will be produced to customised personal orders, while the limited Genesis Prada badge and GP500 emblem will emphasise the scarcity of the car. Hyundai and Prada, will carry out exclusive VIP marketing activities to ensure the Genesis Prada experience is a truly luxurious one.

Hyundai plans to offer a limited number of 1,200 units in the South Korean market, later exporting to a limited number of Middle Eastern and Asian countries, including China.