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by Matt Brogan

Hyundai and Prada, one of the world’s leading luxury goods brands, will collaborate to create three special edition Genesis sedans that will combine the best technology and industrial design principles with quality materials, craftsmanship and an innovative new approach, all aimed at creating a new driving experience.

One car will be unveiled at the 2009 Seoul Motor Show and then displayed at Hyundai Motor Company’s headquarters in Seoul, while the other two will be auctioned for charity under the joint Hyundai Motor Company – Prada Transformer name.

Prada’s design team will create the three special edition Genesis sedans in Italy over a four month period, working closely with Hyundai Motor Company’s engineers and own designers, using the house’s signature materials.

“We’ve made a name for ourselves as a quality automaker, and are now focusing on raising our brand image,” said James Choi, Hyundai Motor’s President of International Sales. “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.”

The special edition project will lay the foundation for future cooperation between the Korean automaker and other specially selected partners.

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Established in 1913, Prada has built a reputation as a reference trend-setting brand in the luxury industry. Prada’s interests transcend fashion, to embrace multi-faceted cultural initiatives that led to the creation in the early nineties of the Prada Foundation, which has become a reference institution in contemporary art and culture.




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