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Earlier this month, Hyundai announced that it will launch a new premium sub-brand called Genesis, with six models expected to be introduced by 2020. According to Wards Auto, the Genesis line-up will include a BMW 3 Series fighter.

Dave Zuchowski, Hyundai Motor America CEO said, “we do have in our plans more of an entry-level sedan coming, that would be BMW 3 Series-type size, and maybe derivatives off of that with crossovers and stuff, (so) it’s not all larger vehicles.”

The larger vehicles in the Genesis range include the recently teased G90, which will replace the Equus. Meanwhile, the current Genesis model could also be replaced as well. It will also be renamed following the sub-brand’s alphanumeric nomenclature (Genesis Genesis just sounds weird).

Zuchowski did not divulge any further information about the midsize Genesis sedan, which aside from competing against the BMW 3 Series, will also have to face up against the Mercedes-Benz C-Class and Audi A4 as well.

G90 Rendering

Genesis G90 teaser

The Hyundai Vision G Coupe Concept, which made its debut near the 2015 Pebble Beach Concours d’Elegance, could serve as a preview of the upcoming Genesis model, albeit in coupe form. The concept featured a lavish interior with quilted leather seats and generous application of chrome and wood.

However, suggestions that crossovers could spawn from such a vehicle will mean that it will utilise a car-based platform. This is similar to what Mercedes-Benz has done with its GLC-Class crossover that shares its platform with the C-Class sedan. It has also been rumoured that a midsize and large SUV will join the Genesis line-up.

Hyundai certainly has big ambitions for its Genesis premium sub-brand. The only question is, would you accept a BMW 3 Series from Korea?

GALLERY: Hyundai Vision G Coupe Concept