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Hyundai’s Answer to Toyota’s 4Runner and Tacoma Is Really Happening

In a bid to boost sales, Hyundai’s chasing the four-wheeling enthusiast.

Front close-up of a matte tan vehicle hood with digital-style LED headlights and black pixelated fender flares.Hyundai
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By Chris Chin

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Rumors of Hyundai developing a new dedicated off-roader are true. In a recent interview with CEO Jose Muñoz, AutomotiveNews received confirmation of the projects.

Not too long ago, word began circulating that Hyundai was building a new SUV and pickup. Those vehicles would have their sights set directly on Toyota’s 4Runner and Tacoma.

Now, Hyundai’s decided to proceed with the prospect in the pursuit of boosting its sales.

A massive product offensive

Matte olive green off-road SUV with black rugged tires and roof lights on a rocky desert slope.
Hyundai solidified its off-roader aspirations with the CRATER Concept at the 2025 LA Auto Show.
Hyundai

Hyundai has undoubtedly been on a roll with its expansion and growth. Especially over the past decade since the brand underwent a major overhaul, which turned the automaker’s perception among the public in a complete 180 degrees.

Silver futuristic SUV with black accents and off-road tires parked inside a rocky cave.
The CRATER Concept was designed to test the off-roading waters for Hyundai.
Hyundai

The Korean automaker now wants to keep the momentum going by going after some enthusiast markets. It already entered the performance space with its N division and sports cars.

Now, the off-roading scene is the next target.

Side view of a rugged off-road vehicle interior with open doors, black seats, roll cage, and red ambient lighting.
We doubt the suicide doors will make into production, but we can only dream.
Hyundai

With the new off-roaders and up to 18 new models planned, Hyundai hopes to score 1.44 million vehicle sales by 2030 — a 73 percent surge from its current trajectory.

These new off-roaders are two of the 18 new models on the planning board. The others include a wide range of fresh hybrid models.

Going all-in on body-on-frame

Beige and black rugged SUV with roof lights driving on a dusty desert road.
Hyundai’s future Toyota 4Runner competitor could take styling inspiration from the CRATER Concept.
Hyundai

This isn’t the first time Hyundai attempted to build vehicles geared towards the more adventurous types. The latest XRT trim on the Santa Cruz pickup, the Santa Fe and the Palisade is another example of the Korean automaker catering to the niche.

Matte gold and black Hyundai electric off-road SUV with roof lights displayed indoors in front of a large nature-themed backdrop.
Hyundai surprised the world with its CRATER Concept at the 2025 LA Auto Show.
Hyundai

The XRT trim adds beefier all-terrain tires, plastic body under cladding, configurable roof bars, a more rugged interior and more.

But rather than stick with its current offerings, Hyundai is building a completely new truck from the ground up. New body-on-frame and all.

Brown electric SUV driving on a dusty desert road with mountains in the background.
Hyundai began teasing its overlanding and off-roading aspirations with the production XRT variants of its SUVs.
Hyundai USA

Automakers know the rugged SUV segment is one of the most lucrative and popular segments right now. The Korean automaker wants a piece of that pie.

Beige Hyundai SUV with off-road tires and roof rack on rocky desert terrain near red rock formations.
The CRATER Concept is an electric vehicle, but Hyundai will likely retain internal combustion power for its Toyota rivals.
Hyundai

Assisting in this initiative is Hyundai’s additional plan to expand its commercial vehicle offerings. The new body-on-frame platform will help underpin the company’s new range of delivery vehicles and medium-duty trucks.

Matte gray off-road SUV with roof lights and rugged tires driving on a dusty desert trail at sunset.
Do you think Hyundai’s new off-roader can take on Toyota?
Hyundai

When could we expect the new SUV and pickup? Probably not until 2030. But it’s in the works and we can’t wait to see what Hyundai drums up.

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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