Hyundai aims to boost prestige with Hermes tie-up
02/04/2013
"The model is aimed at improving brand image," Cho Won-hong, Hyundai's chief marketing officer, told reporters.
Hyundai collaborated with fashion house Prada two years ago in a similar move, but sold only a third of its targeted 1,200 vehicles. However, Hyundai said the project significantly improved its image.
Hermes, whose logo is a horse, designed the interiors for the company’s most expensive sedan, the Equus - the Latin word for horse.
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