Hyundai’s new Genesis luxury arm ready to fend off the German premium midsize sedans image

According to the latest executive talk, the Genesis brand – owned by South Korea’s Hyundai Motor – will showcase in the future a model capable of competing on the US market with the German midsize sedan triumvirate: Audi A4, BMW 3 Series and the Mercedes-Benz C Class.

In an interview with Wards Auto, Hyundai Motor America chief executive officer Dave Zuchowski has confirmed the plans to eventually deliver a Genesis competitor – namely an “entry-level sedan” roughly the same size as the BMW 3 Series. He also hinted the model could then be declined in an entire lineup of versions – with even a crossover being included. Touching the latter segment, Zuchowski also spoke against previous reports the all new Genesis luxury brand would move to deliver a traditional body-on-frame off-road vehicle (which is something more professional than a regular sport utility vehicle in terms of ruggedness). He countered the reports saying the premium marquee will cater to customers wanting such models with crossovers that have the same underpinnings as regular passenger cars.

In the meantime the Genesis brand has not even been introduced formally – that will be possible once the first model is launched – the G90 sedan, designed to replaced the aging Hyundai Equus. Including announced replacements for the Genesis sedan and coupe, the marquee’s expansion would reach a lineup consisting of six models. Zuchowski also confirmed the Genesis models will not be available across the entire dealership network – instead the US sellers will get to choose when to build separate showrooms for the Genesis brand as demand soars and the lineup grows.

Via Wards Auto