Hyundai Motor Company Brings the Off-Road Spirit of CRATER Concept to The Crew™ Motorfest
- Hyundai's CRATER Concept, an off-road adventure EV concept, makes its virtual debut in The Crew™ Motorfest as the first Korean automotive brand vehicle officially featured in the game
- A brand-new Winch feature, along with vehicle customization and TrackForge tools, lets players experience CRATER Concept's rugged, off-road design firsthand
- Collaboration underscores Hyundai Motor’s ongoing push to deepen engagement with next-generation audiences through global gaming platforms
- Additional Hyundai Motor vehicles are scheduled to join the game in a phased rollout
Press material
Hyundai Motor Company today announced that its CRATER Concept has been introduced in The Crew™ Motorfest, the open-world racing game developed by Ubisoft Ivory Tower.
The in-game debut marks Hyundai Motor's latest step in expanding digital brand experiences designed to connect with next-generation customers through gaming platforms.
What Is the CRATER Concept?
CRATER Concept is a compact off-road electric SUV concept conceived at the Hyundai America Technical Center (HATCI) in Irvine, California. It reflects the adventurous design language and lifestyle values associated with Hyundai Motor's off-road-focused Xtreme Rugged Terrain (XRT) trim.
XRT is Hyundai Motor’s off-road-specialized trim, originally introduced in the U.S. market. XRT and XRT PRO trims offer customers differentiated levels of rugged design, capability, and off-road performance. Hyundai Motor plans to expand the lineup across additional models and markets in the future. Most recently, the company unveiled the all-new TUCSON XRT PRO through its World Premiere.
CRATER Concept is a compact off-road electric SUV concept that previews the next evolution of Hyundai Motor's XRT design direction. Developed at HATCI, the concept was designed around a spirit of exploration, with a focus on confidence, control and comfort in rugged, off-road environments. Its in-game experience is expected to familiarize players with the adventurous character and product values associated with Hyundai Motor's growing XRT lineup.
Why Did Hyundai Motor Choose The Crew™ Motorfest for This Collaboration?
The Crew™ Motorfest's car-culture-driven format offers a setting where vehicle design and performance can be experienced directly by players, making it a natural platform to showcase the adventurous character and exploration-focused spirit of CRATER Concept.
The Crew™ Motorfest is the latest installment in Ubisoft's flagship The Crew™ racing franchise, which has captivated players worldwide since its debut in 2014. As a leading AAA open-world racing title, it features expansive real-world-inspired environments and allows players to immerse themselves in diverse automotive cultures. Known for its high production value, realistic vehicle representation, and immersive driving experience, The Crew™ Motorfest has built a strong player base, particularly across North America and Europe.
CRATER Concept debuts as part of the game's Season 11 off-road-themed update.
Hyundai recognizes that the way customers experience brands and vehicles is rapidly expanding into gaming ecosystems. This collaboration, centered on off-road exploration, provides a unique opportunity to introduce the CRATER Concept and the future direction of Hyundai's evolving XRT lineup to a global audience. We hope players discover new sides of the CRATER Concept while exploring the game's diverse environments, and we look forward to introducing more Hyundai vehicles and brand experiences through this collaboration.
How Can Players Experience CRATER Concept In-Game?
CRATER Concept's in-game experience goes beyond a simple vehicle addition. The brand-new Winch feature allows players to navigate rugged terrain, recover from obstacles, but also pull and remove them from their path, while vehicle customization options let players tailor CRATER Concept to their own off-road style. Players can also engage with the vehicle through Custom Show, the game's community-driven feature, and TrackForge, which allows users to create and share their own tracks.
Hyundai Motor and Ubisoft Ivory Tower are also collaborating with gaming influencers to expand the experience further, including:
- In-game vehicle reviews highlighting CRATER Concept's off-road-focused design
- A custom off-road course built specifically for CRATER Concept using TrackForge
- Live races featuring user participation, allowing players to compete alongside influencers on the custom-built course
The Crew Motorfest is built for players who share a passion for car cultures and exploration. As the first Korean automotive brand to bring a vehicle to The Crew Motorfest, Hyundai and CRATER Concept are a natural fit for the season's off-road theme and will offer players a new exploration experience. We are delighted to begin this journey with Hyundai and look forward to enabling more players to experience Hyundai's diverse vehicles in the future.
What's Next for Hyundai Motor's Vehicle Lineup in the Game?
Following CRATER Concept's introduction, additional Hyundai Motor vehicles, including several other models from the brand, are scheduled to join The Crew™ Motorfest in a phased rollout. Hyundai Motor also plans to introduce a broader range of vehicles and brand experiences in future seasons.
Why Does Hyundai Continue to Invest in Gaming Partnerships?
The Crew™ Motorfest collaboration is the latest step in Hyundai Motor's ongoing strategy to build digital brand experiences that reach next-generation customers. Gaming platforms allow Hyundai Motor to introduce its brand and mobility vision to audiences who engage with gaming as a primary form of entertainment.
Since becoming the first global automaker to launch an official experience on Roblox in 2021, Hyundai Motor has expanded its presence across major gaming platforms – including Fortnite and Rocket League through its collaboration with Epic Games tied to the FIFA World Cup 2026™, Top Eleven, and Asphalt Legends.
