Hyundai Partners with Prada for Upgraded Genesis

      April 25, 2011 08:43

      Hyundai Motor has joined hands with luxury brand Prada to upgrade the interior of the Genesis luxury sedan. Slated to be launched in May, the model is based on the 2012 Genesis, the latest premium version of the sedan.

      According to the automaker on Sunday, the Genesis Prada will feature Saffiano leather, the material for the most luxurious Prada bags, to finish the interior including handles, seats and door trims.

      Adopting the Italian design house's hallmark of simplicity, the radiator grille will be colored matte dark silver rather than glossy chrome. It also features a 5-liter GDI engine, the same one that powers the 2012 Equus, Hyundai's flagship luxury car.

      All marketing activities will be carried out jointly with Prada, the carmaker said. Only 1,200 units will be produced under a make-to-order system with an expected price tag of W80-100 million (US$1=W1,081). The project is Prada's first collaboration with an automaker.

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