Hyundai Genesis Prada

Satan's favourite fashion brand enters into a Faustian pact with Hyundai's old testament V8 sedan

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Call it blasphemy, but the limited edition Hyundai Genesis Prada seems quite tempting for the right sort of buyer; even something to covet, perhaps...

At a purchase price around US $78,000 — $8000 more than the purchase price of a standard V8 Genesis — the Prada edition is being sold in very limited numbers in its home market. Only 1200 will be built over a two-year period, and with half the first year's allocation sold since May 21, when the car went on sale, Korean buyers are fast running out of time to grab an example.

None of the cars will be coming here. The rear-wheel drive Genesis isn't offered in right-hand drive for starters, and Hyundai Australia would be reluctant to introduce a car at that price point.

Hyundai says that the Genesis Prada, which is finished in three exclusive colours (Blue Baltico, Black Nero and Brown Moro), comes with 235/45 tyres on 19-inch alloy rims, LED headlights, additional chrome trim outside, exclusive leather trim, alcantara headlining, a unique build plate for each vehicle and a red engine cover.

Just shy of five metres in length, the Genesis Prada weighs 1870kg and its 5.0-litre direct-injected V8 develops 316kW of power. Peak torque of 510Nm occurs relatively high in the rev range, at 5000rpm.

Prada consulted with Hyundai on the exterior colour selection, the upholstery materials and the choice of colour for the engine cover. According to Hyundai, the car company didn't pay a cent to license the Prada name for the Genesis, suggesting the fashion house sees the low-volume sedan as a brand-building exercise in the Korean market.

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