In the intricate world of automotive diplomacy, few vehicles carry as much symbolic weight as a nation’s presidential state car. While countries like the United States showcase their “Beast” on global stages and Britain parades its Bentley State Limousines, South Korea’s approach to presidential transportation has remained notably understated—until now.
Korea’s Presidential Car Journey: A Brief History
South Korea has indeed attempted to establish its own presidential fleet using domestic brands. In 2009, Hyundai Motor donated a specially modified Equus limousine to the government as an official state car. The 2013 Equus Stretched Edition followed, and in 2017, the government purchased the Genesis EQ900L.
However, these vehicles largely remained ceremonial pieces—armored conversions by third-party companies or parade-specific builds that never fully embodied the gravitas of a true presidential state car. Media coverage consistently shows South Korea’s president utilizing Mercedes-Benz or Maybach armored vehicles for high-security situations, relegating domestic vehicles to relatively safer domestic events.
Global Standards: When Nations Drive Their Values
The contrast becomes stark when examining international standards. The United States operates the Presidential State Car—colloquially known as “The Beast” or “Cadillac One”—a vehicle that, while appearing to be a Cadillac, is essentially a completely bespoke armored truck wearing luxury car aesthetics, purpose-built for presidential protection. The U.S. famously transports this vehicle worldwide for presidential trips.
Britain maintains the Bentley State Limousine for royal duties, Japan operates the Toyota Century Royal for imperial use, Russia deploys the Aurus Senat, and China utilizes the Hongqi N701. France recently unveiled the Presidential DS N°8, an electric state car. Russia has even used its state vehicles for diplomatic gifting, demonstrating how automotive symbolism extends beyond mere transportation.
These nations understand that their leaders’ vehicles serve as rolling ambassadors—mobile expressions of national capability, technological prowess, and cultural values.
WRD°’s Vision: Project712 Presidential G
Against this backdrop, our team at WRD° embarked on Project712’s latest endeavor: conceptualizing a Korean presidential state car that could stand alongside global counterparts. Project712 is WRD°’s virtual tuning project that reimagines existing models with a focus on actual production feasibility. It draws upon WRD°’s distinctive creativity, deep understanding of automotive culture, and the expertise of team members with professional experience in strategy, planning, and production at automotive manufacturers.
The foundation was obvious—the Genesis G90 Long Wheel Base. Korea’s luxury automotive pinnacle.
Like all legitimate state vehicles, many specifications remain classified. Security considerations sometimes necessitate visual modifications, though the vehicle’s exterior changes clearly distinguish it from civilian variants.
Extensive reinforcement surrounds passenger compartment windows, fundamentally altering the rear door mechanism. Multiple antennae ensure communication capability under any circumstances. Chrome moldings and detail work receive meticulous attention, while the grille houses emergency lighting featuring sequential Taegeuk (Korean flag) symbols. The accompanying security fleet utilizes matching GV80 vehicles, maintaining visual cohesion.
“Rolling Flags”: The Deeper Meaning
Hyundai Motor Group founder Chung Ju-yung famously declared that “automobiles are rolling flags.” This philosophy recognizes that automotive brands project national identity far more profoundly than commonly understood.
“Automobiles are rolling flags.”
— Chung Ju-yung, Founder of Hyundai Motor Group
As Korea’s international stature reaches unprecedented heights, having Korean presidents arrive at global summits in authentically Korean state vehicles would demonstrate genuine national brand value. At a time when K-pop, K-dramas, and Korean cuisine captivate worldwide audiences, presidential transportation should reflect the automotive industry’s corresponding achievements.
Korea’s automotive journey tells a remarkable story. From a war-torn nation assembling foreign designs to a global powerhouse developing cutting-edge electric vehicles and hydrogen technology—this transformation mirrors the country’s broader evolution. Project712 Presidential G symbolizes that Korean state vehicles can now match international standards.
This project represents our aspiration that someday, an actual Korean presidential state car will serve as a cultural icon, showcasing Korean technological excellence and national dignity to the world. But perhaps more importantly, it would represent a nation finally confident enough to trust its own capabilities on the world’s most scrutinized stage.
The Unspoken Reality
Yet here lies the uncomfortable truth that automotive diplomacy reveals: soft power often matters more than hard specifications. When global leaders step from their state vehicles, those vehicles immediately communicate messages about national confidence, technological capability, and cultural sophistication.
Korea possesses the automotive expertise to build world-class state vehicles. The technical capability exists. The question isn’t whether Korea can—it’s whether Korea will. Whether the nation is ready to fully embrace the symbolic responsibility that comes with presidential automotive independence.
Until that psychological shift occurs, Korea’s leaders will likely continue relying on foreign marques for the highest-stakes transportation needs.
The automotive industry has taught us that the most powerful statements often come not from what we say, but from what we choose to drive.
About WRD WORLD
WRD WORLD bridges deep automotive knowledge with compelling creative strategy, understanding the nuances from design to engineering, mobility to motorsport. Through our social media channels WRD°, we create original content exploring automotive culture from our unique perspective, building engaged communities of automotive enthusiasts. This dual approach—serving clients while maintaining our own media presence—ensures we stay ahead of trends and deliver cutting-edge solutions. Learn more at wrdworld.com
Disclaimer
This image is purely a fan-made creation and is not affiliated with or endorsed by Genesis, Hyundai Motor Group, the Republic of Korea Presidential Office, or any government entity in any way. This creative project is intended for entertainment and design exploration purposes only and does not represent any actual product, service, or official government vehicle. We respect the intellectual property rights of Genesis, Hyundai Motor Group, and related entities and do not claim ownership of any of their trademarks or designs. We assume no responsibility for any misunderstanding or misinterpretation of the content.