Hyundai and Prada is no longer laughable in the same sentence, as it was not so long ago. Hyundai now carries a very different image.  No model shows it more than Genesis.  And although it is yet to be seen if the Genesis name will branch off to form its own high dollar badge. Moves like this sure make us believe so.

Two years ago, the Korean automaker announced a partnership with the Italian fashion house with a concept car. That car has now launched the production Genesis Prada in its South Korean home market. Distinguishing the special edition luxury sedan is special paint – either Brown Moro, Blue Baltico or Black Nero – with a shark-fin antenna on the roof, offset by dark chrome trim and special 19-inch alloys. Saffiano parchment leather swaths the interior along with piano lacquer black trim and a rear-seat entertainment system. And of course you can count on the requisite badges to identify this Genesis as different from all others.

Hyundai’s celebrated 5.0-liter V8 with 424 horsepower is on pushing duty, mated to an eight-speed automatic transmission. Who’s black and red gilled cover makes me think of the old Tiburon a car I always liked. Distribution will be constricted initially to South Korea, before availability will commence in limited numbers of China and Middle Eastern markets.