Hyundai expands XRT off-road SUV sub-brand

Hyundai is expanding its XRT sub-brand, which focuses on rugged, off-road styled SUVs. The company aims to transition XRT from a simple upgrade package into a distinct brand identity across its lineup. While standard XRT models emphasize aesthetic toughness, the higher-tier XRT Pro versions will feature specialized equipment for enhanced off-road capabilities.

The new Hyundai Tucson XRT has recently been spotted in South Korea, showcasing a more aggressive design than the standard model. Key exterior features include a large rectangular grille, protective skid plates, dark trim, and unique wheels. The interior is designed for outdoor enthusiasts, featuring specialized seat patterns and protective floor mats.

Jonathan Lam, Hyundai's product planning head in Australia, indicated that the company is considering factory-produced XRT or XRT Pro versions for nearly any model in its portfolio. The XRT line has already been applied to models such as the Santa Fe, Palisade, Santa Cruz, and Ioniq 5, with the Tucson and potentially the Ioniq 9 following suit.