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Brand New Hyundai Genesis

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Mike Stevens | Mar 31, 2009

You know you’ve hit the right notes with your design language when prestigious European fashion labels are keen to collaborate on special edition concepts for your flagship vehicle.

The Hyundai Genesis Prada, a joint effort between the Korean carmaker and the trendy Euro fashion label destined for this week’s Seoul Motor Show, receives a host of updates, somehow managing to say both ‘subtle’ and ‘outspoken’ at the same time.

The result of more than four months work at both Hyundai’s Namyang-based R&D facility and Prada’s Milan design centre, the Genesis Prada features a stunning satin blue body finish (though it looks somewhat purple in these images), with similar effects to the grille and badges.

hyundai-genesis_prada_02

Exclusive 20-inch alloy rims sit beneath the Genesis Prada’s guards, and a very European-feeling shark-fin antenna is fixed above the rear window.

The satin exterior serves to set off the brilliant white ‘Saffiano’ leather-trimmed interior, which also features special flooring and door trims.

"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."

Hyundai will produce a total of three Hyundai Genesis Prada models, with one to go on display at Hyundai’s Korean headquarters and the remaining two to be auctioned off at Prada Transformer, a temporary venue built to house an art, cinema, culture and fashion show from March to July this year.

All proceeds of the auction will go to charity.

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