I'm not sure the Genesis will "own" any of the BMWs or Audis in driving dynamics and engineering. For sure it doesn't "own" them in style; perhaps in luxury appointments and for sure on price.
BTW, what does the Genesis have in terms of luxury appointments that BMW 5ers and Audi A6 do not offer at any price point? One thing I know is the leather dash, but what else?
I could see Genesis attracting Avalon, Buick, Cadillac, Lincoln buyers - you get the demographics and maybe few Acura, Infinity, Lexus buyers too, but not so much BMW, Audi and MB.