Hyundai Motor Company is set to introduce its off-road focused electric sport utility vehicle (SUV), the CRATER Concept, in the global open-world racing game The Crew Motorfest.
This strategic move aims to broaden Hyundai’s connection with potential future customers by offering gamers a virtual experience of the vehicle’s design and off-road capabilities.
Hyundai announced on Thursday that it has unveiled its compact electric SUV concept, the CRATER Concept, through Ubisoft’s global racing game The Crew Motorfest.
The Crew Motorfest is the latest iteration of Ubisoft’s racing game series, which debuted in 2014. Set in Hawaii, this open-world racing game allows players to enjoy unrestricted driving and immerse themselves in diverse automotive cultures.
The CRATER Concept will be featured as the headline vehicle for Season 11, which centers around off-road exploration. Designed by Hyundai’s American Technical Center (HATCI), this model embodies the design philosophy of the off-road specialized XRT trim and embraces the outdoor lifestyle.
The XRT lineup has been primarily marketed in the United States, offering distinctive design and superior off-road performance through models such as the XRT and XRT PRO. Hyundai plans to expand this lineup and its market presence, having recently launched the All-New Tucson XRT in South Korea.
Players can experience the CRATER Concept’s off-road prowess through various in-game features. These include a winch function for escaping challenging terrains, customization options for tweaking the vehicle’s appearance and performance, and a TrackForge feature that allows users to create and share their own off-road courses.
Ji Sung-won, Vice President and Head of Hyundai Motor Company’s Brand Marketing Division, stated that this collaboration, centered on off-road exploration, provides an excellent platform to showcase the CRATER Concept and the vision for the future XRT lineup to a global audience. It will continue to expand the digital presence, allowing customers worldwide to engage with Hyundai in more accessible and diverse ways through various gaming platforms.
Hyundai has been consistently partnering with global gaming platforms to connect with the next generation of consumers who view digital entertainment as a core part of their culture. In 2021, Hyundai became the first global automaker to launch an official virtual space on Roblox, and has since collaborated with popular games like Asphalt Legends, Fortnite, and Rocket League.
Following the introduction of the CRATER Concept, Hyundai plans to feature additional vehicles in upcoming seasons of The Crew Motorfest.