Hyundai launches Genesis Prada Edition - KIA suffers from theft-scandal

Seoul - Dubai - Cairo /

Unlike its sister-company KIA Motors, which is collecting, and especially in Egypt, one bad news after the other, Hyundai Motor Corporation is collecting one good news after the other, not only on a local or regional level but also on an international level.

So, while KIA is suffering from a reputation problem and an apparent ignition-code-hacking scandal resulting in the theft of tenth of KIA models in Egypt, Hyundai Motor Corporation is jumping from one good news to the other. This scandal put KIA in the headlines of most Egyptian mass media this week, after a gang specialized in stealing KIA models was arrested.

Hyundai was also in the headlines over the past few weeks but for totally different and obviously very positive reasons.

After overtaking Nissan and Toyota sales numbers in Germany last month and after launching the promising i40 sedan at the recent 2011 Barcelona Motor Show, Hyundai Motor Company, one of the world’s fastest-growing major automakers, today began sales of the limited edition Genesis Prada in 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, was unveiled today at a media event in downtown Seoul. Over 100 VIPs, company executives and media members attended the event, which was held at an art gallery in downtown Seoul.

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

The joint project of Genesis Prada is the result of both companies’ approach to create a highly unique version of the Genesis model, addressed to 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.

The 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 430ps and a maximum torque of 52.0kgm, 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 colors – 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, emblem 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 by customized personal orders, while the limited Genesis Prada badge and GP500 emblem will emphasize the scarcity of the car. Hyundai, together with Prada, will carry out exclusive VIP marketing activities to provide customers with ultimate satisfaction and convenience.

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

I can imagine that this limited edition will surely be a success in the Middle East, especially since the Genesis is one of the smoothest cars in its segment, on addition to giving its owner a very good value-for-money ration.

MS

17.05.2011