Hyundai faces a significant challenge in the American market, and the Crater demonstrates its commitment to addressing it. The Hyundai Cr...
Hyundai faces a significant challenge in the American market, and the Crater demonstrates its commitment to addressing it.
- The Hyundai Crater Concept is a genuine off-road vehicle, featuring skid plates, locking differentials, and 33-inch all-terrain tires.
- It's merely an idea, yet it indicates that Hyundai is now taking off-road performance seriously.
- It's filled with impressive features and embellishments, and some of these may influence upcoming off-road Hyundai models.
Sales of Hyundai vehicles in the United States have surged over the past fifteen years. The company has succeeded with budget-friendly, stylish products that come with a range of standard features, a plan that has brought it this far. However, to rival the sales numbers and profit levels of companies such as Ford and Toyota, it must overcome America's last challenge: the wild areas. This is where the Crater concept vehicle plays a role.
Understand, Americans have a strong preference for off-road trucks and SUVs. Although sedan sales have declined significantly and performance cars such as the Camaro and Mustang have lost some of their appeal, high-profile models like the Ford F-150 Raptor and Jeep Wrangler have seen a huge rise in popularity, with mainstream crossovers having largely replaced sedans in everyday choices.
Ford is aware that the Raptor contributes to the sale of more basic F-150 and Ranger models, while the Wrangler helps sell Cherokees and Wagoneers. Hyundai—with a range of slightly ruggedsoft-roading XRT models—requires an off-road halo, something to demonstrate its seriousness. And this small crossover equipped with 33-inch all-terrain tires should accomplish the task. This concept provides us with a clear indication of what to anticipate next.
What Is It?
The Crater Concept is comparable in size to a Toyota Rav4, yet it's specifically designed for off-road adventures. This includes features like aggressive tires, skid plates, a low-range gear setting, and all the necessary off-road lighting. It combines these elements into a tough, visually appealing design, painted in a greenish-gold hue that symbolizes the California wilderness where Hyundai conducts its off-road testing.
The Impact Zone receives the same digital pixel camouflage as theIoniq 5 XRT, also, which indicates that it, too, is an EV. While Hyundai offers gas-powered, adventure-focused XRT models such as the Palisade XRT Pro, the company states that the pixel design is unique to electric Hyundai XRTs.
Regrettably, the company provides no further details about the powertrain beyond "it's electric." Although there were controls inside for low range and locking differentials, this vehicle is more of a concept demonstration than an actual car.
Nevertheless, it includes some appealing details that might be incorporated into future Hyundais. To begin with, the anodized recovery hooks are engraved with a small, knob-toothed face, which the designers refer to as "Crater Man." This little mascot appears throughout the vehicle, from the buckles securing the cool, cylindrical dashboard center piece to the end caps of the dashboard itself.
Hyundai states that this was inspired by the mascot the company created for its"Insteroid" film, indicating that small cute embellishments and cartoon figures could be employed to add some vibrancy to upcoming Hyundai vehicles.
Speaking of which, the inside of the Crater seems more energetic than almost any other EV. There are four small, square screens, each featuring a unique animated character. These can be used to play games, or for widgets such as Spotify, and can even be removed when using them with, for example, Camp Mode.
Speaking of that, there are indeed four camp modes, each activating a distinct audio theme and a different background animation on the head-up display between the pillars. For example, one features a flickering fire, while another provides a perimeter view that monitors wildlife or intruders approaching your camp.
Everything is set within an interior that follows a new design concept the company refers to as "Curve of Upholstery." The concept is that every surface is wrapped in soft, curved upholstery, while the practical components are boxy, rugged, and mechanical. I'm not sure if the built-in fire extinguisher or the trunk-mounted turntables will be included in production, but I anticipate this combination of soft padding and strong metal will appear in future off-road Hyundai models.
So, Is It Possible for Me to Purchase It?
No. The Crater Concept is exactly that, and Hyundai remains silent on whether it will go into production. Naturally, there's no chance all of these features will make it to production—the roof lights and camera mirrors wouldn't be permitted here, and they won't introduce a passenger vehicle with a full roll bar that encroaches on the rear seat. However, regarding the overall dimensions and design, it seems reasonable.
Subaru has achieved significant success with well-maintained off-road models such as the Crosstrek, and given that electric vehicle prices increase rapidly with larger batteries, there's a solid case for choosing a smaller crossover over a large truck. This is also an area where Hyundai could gain an advantage over rivals; while Ford F-150 owners may not be inclined to switch to a Hyundai truck, I believe buyers of compact crossovers would be more open to considering Hyundai, particularly if the design is appealing.
No matter their appearance, I believe more capable off-road Hyundais are on the way. The company presented the Crater at its design studio in Irvine, California, which now features a whole room focused on off-road vehicle culture. The walls are lined with enough climbing, hiking, and camping equipment to stock an REI, and there are massive off-road tires piled up throughout the space. These aren't the kind of changes you implement in a design center for a single concept model.
This, naturally, will serve as the foundation for upcoming XRT models. However, after driving the Ioniq 5 XRT—with its restricted ground clearance, extremely poor breakover angle, and absence of a spare tire—I believe Hyundai must take additional steps if they aim to genuinely compete with Subaru, let alone Ford or Jeep.
The Impact Site appears to be the next phase in that progression. I don't believe it will be the final one.
Contact the author: Mack.Hogan@insideevs.com.
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