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Jeep and Toyota Are About to Potentially Gain a New Competitor from an Unforeseen Brand

Hyundai’s apparently very serious about upping its off-roader game.

Top-down view of two silver Hyundai electric SUVs with LED light bars, parked side by side on a tiled surface.Hyundai USA
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By Chris Chin

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Hyundai is looking to up its game in the off-road space. The company just teased an all-new concept ahead of the Los Angeles Auto Show. Called the CRATER Concept, the new prototype looks to amplify the Korean automaker’s ambitions with its recently established XRT line of SUVs.

Over the last couple of years, Hyundai launched its XRT range of all-terrain-biased SUVs. It started with the Tucson XRT, Santa Cruz XRT pickup, then the IONIQ 5 XRT, the Santa Fe XRT and more recently, the Palisade XRT Pro.

With the CRATER Concept, it appears Hyundai could be on the path to building its own dedicated off-roader.

Coming for your neighbors’ Jeep Wranglers and Ford Bronco

Top and front views of a silver Hyundai SUV concept with off-road tires, roof lights, and a rear cargo rack.
The CRATER Concept could be Hyundai’s off-roader ambitions coming to life.
Hyundai USA

As a teaser, details are obviously few and far between. Still, as we can tell from the provided renderings, the CRATER Concept appears to be one seriously rugged off-roader.

It doesn’t seem to be based on a preexisting model. Rather, it looks to be a completely standalone effort.

Top-down view of a silver Hyundai SUV with roof rack and off-road tires on a gray surface.
The CRATER Concept looks to have all the workings of a serious, rugged, four-by-four.
Hyundai USA

The renderings depict a typical two-box-shaped SUV. But the more telling details are the widened wheel arches, big wheels wrapped in all-terrain rubber, wide axle tracks with short front and rear overhangs, roof-mounted driving lights, the works.

Black and white sketches of a futuristic off-road vehicle from multiple angles, featuring large wheels and roof lights.
Unlike Hyundai’s current line of XRT all-terrain-biased vehicles, the CRATER Concept looks to be its own model.
Hyundai USA

This new supposed off-roader isn’t surprising either. Hyundai’s luxury division, Genesis, expressed its ambitions to build its own rugged SUV. Specifics are also limited on the Genesis side.

Though, rumors and speculation suggest its SUV could have the Mercedes-Benz Geländewagen or even the Range Rover in its sights.

Black and gray ink sketch of a futuristic off-road vehicle with large tires and roof-mounted lights.
The CRATER Concept will be fully revealed in LA in the coming days.
Hyundai USA

Naturally, as one automaker makes moves, its sister brands will likely follow. On Hyundai’s side, the CRATER Concept could be the brand’s attempt at making a Jeep Wrangler or Ford Bronco competitor.

Not too long ago, rumors began swirling about a dedicated, body-on-frame off-roader from the Korean brand. The CRATER Concept could be those rumors actually coming to fruition.

Brown electric SUV driving on a dusty desert road with mountains in the background.
The Palisade XRT Pro is one of Hyundai’s latest efforts that caters to the more adventurous types.
Hyundai USA

But we won’t know for sure until Hyundai officially pulls the wraps at the LA Convention Center in the coming days.

Stay tuned.

About the Author: Chris Chin is an associate editor at Gear Patrol, covering cars, trucks and anything else with four wheels. He has over a decade of experience writing news and reviews but considers himself an enthusiast first, with a passion for classics and European cars. His daily driver is a 1987 Mercedes-Benz 560SEL with nearly 250,000 miles (87,000 are his).

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