Hyundai’s Genesis sub-brand set to lock horns with the likes of BMW 3 Series

For starters, the Genesis brand should not be confused with previous sedans or coupes of its namesake. In the latest development regarding Hyundai’s new venture, the US chief of the Korean carmaker Dave Zuchowski, confirmed that the sub-brand is working on a compact sport sedan to spark a direct face-off with core luxury players from Germany in the form of the BMW 3 Series, the Audi A4 and the Mercedes-Benz C-Class.

The G90, as it will be called, will lead the line-up of Genesis products that are expected to be launched at the Detroit Motor Show. Positioned at the very top of the line-up, the G-90 flaunts a striking design which will set the benchmark for all the cars to follow in the sub-brand.

In addition to this 3 Series rival, five other brand new models designed with an unobstructed focus on luxury are expected to feature in the Genesis repertoire. The line-up will include a big crossover aimed at the Mercedes-Benz GLE-Class and the BMW X5 and a coupe that will replace the existing Genesis coupe. The entry-level sedan is also expected to quickly spawn a crossover, though Zuchowski stated that a body-on-frame Genesis crossover isn't in the works.

Every member of the Genesis line-up will ride on a purpose-built platform and use brand-specific engines. They will not simply be regular-production Hyundais spruced up with bigger rims, more chrome, and a cow-lined cabin but exclusively designed cars, specifically aimed at luxury.