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Hyundai goes upmarket in collaboration with Prada


Hyundai’s transformation from maker of cheap transportation to international automotive giant takes a bold new step with luxury fashion brand Prada collaborating on a special edition version of the Genesis luxury car

Hyundai’s Genesis is a rear-wheel drive sedan marketed with V6 and V8 engines, and is its first entry into the prestige car market.

Hyundai says Prada will help create three special edition Genesis sedans that combine the best technology and industrial design with quality materials and craftsmanship.

Hyundai will show one car at the 2009 Seoul Motor Show; the other two will be auctioned for charity at the Prada Transformer, a temporary building that will house a range of art, cinema, culture and fashion events from March to July 2009. The tetrahedron-shaped Prada Transformer will be built next to the Kyeonghee Palace in Seoul.

Prada will develop the cars at its Italian base, using its signature materials. Italian designees and craftsmen will work closely with Hyundai engineers and designers during the four-month project.

Hyundai’s international sales boss, James Choi, says the project aims to raise the carmaker’s image. “We’ve made a name for ourselves as a quality automaker,” he says confidently.

“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.”

Choi says the Prada project is the first of several between the Korean automaker and selected partners.

Auto Trader New Zealand