Hyundai heads off the virtual beaten track in The Crew Motorfest

Damien O’Carroll

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  • Hyundai's 2025 Crater Concept off-road SUV is set to join the line up in The Crew Motorfest.
  • The off-road concept is part of the open world video game's Season 11 content drop.
  • The Crater Concept is the first Korean car to feature in the game and will be joined in later seasons by other Hyundai models.

Hyundai is bringing some serious off-road vibes to popular open world racing game The Crew Motorfest with the digital debut of its Crater Concept in game. Dropping into Ubisoft’s open-world racing game as part of the Season 11 off-road update, the Crater Concept is Hyundai’s first car in the game series, designed to show off their rugged XRT style in a virtual playground.

Built at Hyundai’s America Technical Centre in California and debuting at AutoMobility LA 2025, the Crater Concept is a compact electric SUV made for adventure. With exterior styling Hyundai calls “Art of Steel,” the Crater's looks take inspiration from Hyundai’s advanced metal-forming tech, and its bold 18-inch hexagonal wheels, wrapped in burly 33-inch off-road tyres, were designed to look like "an asteroid strike frozen in time".

The Hyundai Crater is not only the first Hyundai, but also the first Korean car to feature in The Crew Motorfest.

It’s not just about looks in the game though, as players can use a new winch feature to tackle or clear obstacles, plus there’s plenty of customisation to make the Crater their own. The car also works with The Crew’s TrackForge tools, letting players create and share their own off-road challenges.

Hyundai and Ubisoft aren’t stopping after just putting the car into the game however, as they have plans for community events, influencer streams, and even a custom off-road course built with TrackForge.

The Crater was designed as a compact off-road SUV to showcase Hyundai's latest design direction.

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, with Hyundai's global marketing boss Sungwon Jee saying that gaming platforms allow Hyundai to introduce its brand and mobility vision to audiences who engage with gaming as a primary form of entertainment.

"Hyundai recognises that the way customers experience brands and vehicles is rapidly expanding into gaming ecosystems." he said. "This collaboration, centred on off-road exploration, provides a unique opportunity to introduce the Crater Concept and the future direction of Hyundai's evolving XRT line up to a global audience.

The Crater is part of The Crew Motorfest's season 11 content, with more Hyundai models planned to join it in later seasons.

"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."

Following the Crater Concept's introduction, 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.

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