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Luxurious
positioning
Hyundai’s Genesis Prada blends high quality automobile
engineering with elegance and panache. Mayank Singh reports from
Dubai.
How does one describe an association between the fastest growing
international automobile brand and one of the world’s best
luxury brands – a perfect fit, match made in heaven or luxury on
wheels – well, it may be apt to use all of these epithets.
Hyundai Motor Company, recently announced the launch of the
limited edition Genesis Prada in the Middle East. The Genesis
Prada, based on the 2012 Genesis sedan and featuring Hyundai’s
award-winning Tau 4.6 MPI engine was unveiled to over 100 VIP
guests, company executives and media colleagues at an exclusive
event held at the Park Hyatt hotel in Dubai recently.
Genesis Prada is characterised 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. The collaboration
is the result of the Genesis Prada concept which was introduced
at the Seoul Motor Show in 2009.
“The Middle East is a very strategically important market for
Hyundai, having been here for over 28 years,” says Mike Lee,
marketing manager, Hyundai Middle East Regional HQ. “The fact
that this is only the second market globally to receive this
limited edition vehicle underlines our commitment to the market.
Joining forces with Prada, a world-renowned fashion house, lends
a distinct air of luxury to the Genesis Prada and underscores
the importance of this award winning vehicle for Hyundai.”
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.
Explaining the design cues that make the Genesis Prada a
distinguished vehicle, Francesco Longanesi Cattani Director of
External Relations, Prada says: “We felt it important to make
Genesis Prada owners not only see, but also feel the difference
when inside the car. From the outside-in, the car looks in a
class of its own, with special paint and badges. The interior
also gets special treatment, with signature Prada Saffiano
leather used to give it an air of luxury and sophistication.”
Tracing its roots
Genesis Prada is based on the 2012 Genesis, which was launched
in February 2011. 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
4.6 MPI engine produces 366ps at 6,500rpm, and 44.8kg/m of
torque at 3,500rpm mated to 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 colours – 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 customised personal orders,
while the limited Genesis Prada badge and GP500 emblem will
emphasise the scarcity of the car, limited to a production run
of just 1,200 units globally. Hyundai, together with Prada, will
carry out exclusive VIP marketing activities to provide
customers with ultimate satisfaction and convenience. Initially
offered in limited numbers in the Korean market, this is the
first time that the Hyundai Genesis Prada is being exported to
the Middle East, and will be followed by other Asian countries
in the near future.
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