2009 Seoul Auto Show: Hyundai Goes Luxe With Prada Limited Edition of the Genesis

SEOUL, South Korea — Hyundai continues to chip away at its previous reputation as a no-frills automaker. The latest proof: a limited edition of the Genesis designed in collaboration with design house Prada. The luxurious Genesis was displayed here ahead of tomorrow's official unveiling at the 2009 Seoul Auto Show.

Only three of the Prada Genesis cars will be produced: One will be auctioned for charity while the automaker will keep a second for posterity, Hyundai said.

Among the luxury features of the car, co-developed by Hyundai R&D in Namyang, South Korea, and Prada's Design Center in Italy in a four-month project, are matte plated gold on the radiator grille, emblem and outer handles. Prada-designed 20-inch alloy wheel rims complement matte metallic midnight blue exterior paint and titanium metal exterior trim. Even the antenna gets a Prada redesign.

On the interior, naturally, the Prada touch is the most evident with Prada's familiar saffiano leather for the seats and dashboard, along with wood-grain and gold-plated trim.

Inside Line says: Shocking, simply shocking display of luxury in these hard times... — Laura Sky Brown, Correspondent