Hyundai isn’t synonymous with luxury just yet, but the Korean automaker is working hard shake its econo-box roots in favor of a more premium brand image. Over the past several months Hyundai has launched the up-level Genesis Sedan and Coupe, and has now announced a partnership with one of the world’s foremost fashion icons.
Hyundai will team up with Prada to produce three special editions of the Genesis Sedan. The first product of the collaboration will be on display at next year’s Seoul Motor Show before moving to a permanent display at Hyundai’s Korean headquarters.
The other two Prada-edition Genesis Sedans will be auctioned off at the Prada Transformer – a temporary building that will be used to showcase art, cinema and other fashion items – with all proceeds going to charity.
“We’ve made a name for ourselves as a quality automaker, and are now focusing on raising our brand image,” said Hyundai sales chief James Choi. “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.”
No word on how much the bidding will start at, be we suspect the Prada-edition Genesis Sedans will command a hefty premium over their standard-issue counterparts.
