After first debuting it as a concept back in 2009, Hyundai today unveiled the production version of the Genesis Prada luxury sedan in Seoul.
Partnering with the luxury goods brand, this Genesis is the latest version of the luxury Hyundai, sporting the company’s new 5.0-liter direct-injection V8, making 429-hp and mated to an 8-speed transmission.
In a release Hyundai says the new special edition car, “is characterized 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.” It is also meant to reflect a new marketing push by Hyundai with the tag line “New Thinking. New Possibilities.”
Far more than just a Prada badge on the back, this Genesis gets some serious luxury coachwork including custom 19-inch wheels, dark chrome accenting and one of three custom colors (Black Nero, Blue Baltico and Brown Moro), with a gold pearl coating. Inside, there’s custom “saffino” leather (Prada’s signature highest-grade leather), giving the cabin a genuine luxury feel. Hyundai has developed a VIP custom ordering process for the car and is planning exclusive events for customers.
Just 1,200 versions of the Genesis Prada will be available in Korea, with additional models being built and exported to the Middle East, as well as other Asian countries, like China.
Pricing has not been released.