There is a growing need for the automated generation of instance models to evaluate model-driven engineering techniques. Depending on a chosen application scenario, a model generator has to fulfill different requirements: As a modeling language is usually defined by a meta-model, all generated models are expected to conform to their metamodels. For performance tests of model-driven engineering techniques, the efficient generation of large models should be supported. When generating several models, the resulting set of models should show some diversity. Interactive model generation may help in producing relevant models. In this paper, we present a rule-based, configurable approach to automate model generation which addresses the stated requirements. Our model generator produces valid instance models of meta-models with multiplicities conforming to the Eclipse Modeling Framework (EMF). An evaluation of the model generator shows that large EMF models (with up to half a million elements) can be produced. Since the model generation is rule-based, it can be configured beforehand or during the generation process to produce sets of models that are diverse to a certain extent.