Hyundai will introduce its 2025 Crater Concept off-road SUV into The Crew Motorfest, the open-world racing title. The vehicle arrives with the Season 11 update and marks the inaugural Korean automobile appearing in the game, available for players to drive across its varied environments.
The Crater Concept will be joined by other Hyundai models in later seasons. Hyundai is bringing off-road vibes to the game with the digital debut of its Crater Concept, which is designed to show off the company’s rugged XRT style in a virtual playground. They are introducing this style to a new audience through the game.
Built at Hyundai’s America Technical Centre in California, the Crater Concept is a compact electric SUV made for adventure. It features exterior styling that Hyundai calls “Art of Steel” and has bold 18-inch hexagonal wheels with 33-inch off-road tires. The Crater Concept’s design is a key part of its appeal.
Players can use a new winch feature to tackle obstacles and customize the Crater to make it their own. The car also works with The Crew’s TrackForge tools, letting players create and share their own off-road challenges. This feature allows players to get creative with the Crater Concept.
Hyundai and Ubisoft have plans for community events, influencer streams, and a custom off-road course built with TrackForge. This move fits into Hyundai’s increased push into gaming, following earlier drops on platforms like Roblox and partnerships with games like Fortnite and Rocket League. The company sees gaming as a key way to reach new audiences.
According to Hyundai’s global marketing boss, Sungwon Jee, gaming platforms allow Hyundai to introduce its brand and mobility vision to audiences who engage with gaming as a primary form of entertainment. Sungwon Jee said, “Hyundai recognises that the way customers experience brands and vehicles is rapidly expanding into gaming ecosystems.”
Additional Hyundai models are scheduled to join The Crew Motorfest in a phased rollout, while the company also plans to introduce a “broader range of vehicles and brand experiences” in future seasons. The collaboration provides a unique opportunity to introduce the Crater Concept and the future direction of Hyundai’s evolving XRT lineup to a global audience. It will be interesting to see how the company’s plans unfold.
