Hyundai has introduced its Crater Concept electric SUV in the virtual racing game The Crew Motorfest, developed by Ubisoft Ivory Tower. This marks the first time a Korean automotive brand has appeared in the title, allowing players to customize the vehicle and utilize a new winch feature for off-road tasks.
The Crater Concept was originally unveiled at the LA Auto Show and designed at the Hyundai America Technical Center in Irvine, California. The vehicle features a boxy design, 33-inch off-road tires, and high ground clearance, serving as a design study for the future evolution of the company's XRT, or Xtreme Rugged Terrain, model lineup.
Hyundai currently markets several XRT and XRT Pro trims in the United States, including the IONIQ 5, Santa Cruz, and Tucson. The manufacturer intends to expand this branding to additional models and new markets as part of a strategy to engage consumers through gaming platforms.
While the Crater remains a concept, Hyundai is moving forward with plans for a body-on-frame electric vehicle. The company confirmed it will launch a midsize electric pickup truck in the United States by 2030, which will be based on the previously revealed Boulder Concept.
