Hyundai Launched Virtual Crater Concept SUV
The off-road electric concept made its digital debut in The Crew Motorfest.
Updated on Oct. 7, 2026 in Car Types
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Hyundai has brought its Crater Concept off-road electric SUV to the virtual world, integrating the vehicle into the racing game The Crew Motorfest. This marks the first time a Korean automaker has been featured in the title.
Why it matters
The virtual debut represents a strategic move by Hyundai to engage potential car buyers through interactive gaming experiences. It also highlights the automaker's commitment to expanding its rugged XRT branding to a younger, digital-first audience.
The Crater Concept features a set of 33-inch tires designed to navigate difficult terrain. The in-game vehicle also includes a functional winch feature, which players can use to recover or pull objects.
The players
Hyundai
Hyundai is a South Korean multinational automotive manufacturer that produces a wide range of vehicles, including the IONIQ, Santa Cruz, and Tucson lineups.
Ubisoft Ivory Tower
Ubisoft Ivory Tower is a video game developer known for creating The Crew series of open-world racing games.
The details
Developed at the Hyundai America Technical Center in Irvine, California, the Crater Concept was initially revealed at the 2025 LA Auto Show. The virtual version in The Crew Motorfest, developed by Ubisoft Ivory Tower, allows players to customize and test the SUV on off-road courses.
Timeline
2025: Hyundai revealed the Crater Concept at the LA Auto Show.
- 2026-10-07
The Crater Concept makes its virtual debut in The Crew Motorfest.
2030: Hyundai plans to launch a body-on-frame midsize electric pickup based on the Boulder Concept.
Roadmap
This virtual reveal extends Hyundai's existing focus on the XRT branding line, which currently encompasses production models like the IONIQ 5 XRT and Tucson XRT Pro. The strategy reflects a broader industry shift toward using digital environments to market future off-road capabilities.
Players can experience the off-road capabilities of the Crater Concept immediately within The Crew Motorfest. While the concept is currently virtual, Hyundai continues to expand the availability of its XRT-branded SUVs, such as the Santa Cruz and IONIQ 5, at dealerships across the country.
The takeaway
Gaming platforms serve as an increasingly vital space for automakers to test consumer interest in new vehicle designs before full-scale production. Drivers interested in off-road performance should monitor the continued expansion of the XRT line into new market segments.
What happens next
Hyundai plans to launch a new body-on-frame midsize electric pickup truck based on the Boulder Concept in 2030.
Further reading
Learn more about the latest automotive trends in the Car Types section.
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