Hyundai Motor Unveils 'CRATER Concept' in 'The Crew Motorfest' Game
Compact Electric SUV Embodies Vision for Off-Road Electrification
'CRATER Concept' Makes Its In-Game Debut
Hyundai Motor Company announced on October 8 that it had unveiled the CRATER Concept, a compact electric SUV embodying the design vision of XRT (Xtreme Rugged Terrain), its off-road-focused lineup, through Ubisoft's global open-world racing game "The Crew Motorfest."
The collaboration is intended to broaden Hyundai's communication with future generations of customers who enjoy digital content and deliver a distinctive mobility experience through gaming, an immersive environment.
"The Crew Motorfest" is the latest installment in Ubisoft's racing game franchise, "The Crew." Set in Hawaii, the game lets players enjoy free-form driving and a diverse car culture.
Making its debut as a featured vehicle in the game's off-road exploration-themed Season 11, the CRATER Concept is a compact off-road electric SUV concept designed by Hyundai America Technical Center, Inc. (HATCI).
XRT has been rolled out mainly in the U.S. market. Through its XRT and XRT PRO models, it offers customers distinctive design, product appeal, and off-road performance. Hyundai plans to expand the lineup to more models and markets in the future, and recently unveiled the "The All-New Tucson XRT" in South Korea.
Jee Sungwon, senior vice president and head of Hyundai Motor Company's brand marketing division, said, "The ways customers experience brands and vehicles are rapidly expanding into the gaming ecosystem. This collaboration, themed around off-road exploration, will be a great opportunity to introduce the CRATER Concept and the direction of the future XRT lineup to people around the world."
Meanwhile, Hyundai has continued to collaborate with various global gaming platforms to broaden its connections with future generations, for whom digital entertainment is a core part of their culture.
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In 2021, it became the first global automaker to launch an official virtual space on "Roblox." It has also continued virtual mobility marketing targeting younger audiences, including collaborations with "Fortnite" and "Rocket League" in connection with the 2026 FIFA World Cup.
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