Hyundai Motor Company unveils Crater Concept in racing game

Hyundai Motor Company has introduced its ‘Crater Concept’, a compact electric off-road SUV, through Ubisoft’s open-world racing game, ‘The Crew Motorfest’. This marks the first time a Korean automaker's model has officially appeared in the title.

Developed by the Hyundai Advanced Technology Advanced Research Center (HATCI), the Crater Concept embodies the future design direction of Hyundai’s ‘XRT’ (Xtreme Rugged Terrain) off-road trim. The vehicle is designed to provide drivers with confidence, control, and comfort in harsh environments. In the game’s ‘Season 11’ off-road update, players can experience the vehicle's capabilities using features such as a winch for navigating rough terrain, custom tuning, and community-driven track creation via ‘TrackForge’.

This collaboration is part of Hyundai’s broader strategy to expand its digital presence and engage with younger generations through gaming platforms. Following previous partnerships with Roblox, Fortnite, and Rocket League, Hyundai plans to gradually introduce more of its major brand models into ‘The Crew Motorfest’ in future seasons.