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Hyundai Motor America today held the global debut of the so-called CRATER Concept “adventure vehicle” during a press conference at AutoMobility LA 2025 in Los Angeles, California. The off-road SUV concept’s exterior was designed in California. Built on a compact monocoque architecture, the CRATER Concept has been designed to go anywhere, it’s claimed.
“CRATER began with a question: ‘What does freedom look like?’ This vehicle stands as our answer,” said SangYup Lee, Executive Vice President and Head of Hyundai and Genesis Global Design. “It is a vision shaped by our unending drive to explore — to inspire our customers to explore deeper and embrace the impact of adventure.”
First Glance – CRATER Concept in Hyundai’s view (Marketing Babble alert>
- CRATER Concept’s 18-inch wheels were inspired by envisioning a hexagonal asteroid impacting a sheer metal landscape, leaving a fractal crater in its aftermath. The design evokes an off-road spirit, blending ruggedness with precision. The wheels are clad in generous 33-inch off-road tires, enabling superior traction and ground clearance for performance in all environments.
- A wide, functional skid plate stretches across CRATER Concept’s underbody, not only for added protection, but to visually anchor the vehicle. Its sheer surface and robust form express protection and capability.
- Roof Platform is imagined as the ideal mounting point for auxiliary lighting, additional storage, and other off-road accessories.
- Limb Risers are a pair of cables stretching from the front hood to the roof promise added protection from low-hanging branches on narrow and overgrown trails.
- Sheer Fender Design emphasizes CRATER Concept’s robotic and sculptural character through wide and prominent shoulders with sheer surfaces. Pushed to the extreme, this design feature reinforces the vehicle’s confident, planted stance, showcasing Hyundai’s ‘Art of Steel’ exterior design language.
- Protective-Utility-Case-inspired Rocker Panel – The rocker panels’ construction both suggest protection and utility, reinforcing the vehicle’s readiness for any terrain.
- Parametric Pixel and Indirect Lighting – CRATER Concept’s unique lighting signature is three-dimensional in form, creating a layered effect that adds depth and precision. Indirect lighting softly illuminates surrounding surfaces.
- Off-Road Lights – Auxiliary lights mounted on the roof feature Hyundai’s gradient parametric pixel theme.
Odds and Ends
- One of CRATER Concept’s built-in recovery hooks performs double duty as bottle opener.
- The vehicle’s side-mirror cameras double as flashlights. They can be removed from the vehicle in emergency situations to capture breathtaking views or even record exciting adventures.
Interior Design Language
- The Curve of Upholstery
- The interior of the CRATER Concept has been designed for tech-savvy adventure seekers who prize rugged, function-first design and flexibility. Inside the CRATER Concept, technical shapes are wrapped in soft-yet-durable materials, resulting in a stylish, natural integration that delivers comfort, support, and practicality in any environment. Simultaneously tough yet warm, the CRATER Concept’s singular interior design starts with its high-brow crash pad, which bridges the vehicle’s exterior with its interior.
Customizable Interface for Every Journey
- By leveraging a BYOD (Bring Your Own Device) approach, Hyundai suggests a flexible and customizable digital experience that adapts to various situations and individual user preferences.
- Dynamic Head-Up Display
- CRATER Concept’s full-width head-up display is a cutting-edge, multi-function display that includes a novel rearview camera mirror feed.
- Crash Pad with Ambient Lighting
- The unconventional dashboard’s crash pad is shaped like a bent metal sheet, wrapping around the form. Subtle perforations allow soft light to glow through, creating a refined and distinctive aura unique to the concept.
- Functional and Expressive Details
- Strap-inspired design elements are paired with ambient lights in an accent color. These details add energy and visual depth to CRATER Concept’s sturdy and practical character.
Click to enlarge.
Structural Interior Expression
A functional roll cage outlines the cabin, adding tension and strength, while integrated grab handles ease ingress and egress. This exposed structural element provides a reassuring feeling of safety.
Supportive Seating – CRATER Concept’s seats feature wraparound forms that are a departure from traditional bucket seats. These seats are combined with three-dimensional padding that provides stability and comfort during rugged journeys. Cylindrical cushions and a supportive headrest offer ergonomic comfort, while ample side bolsters stabilize the body during off-roading. A four-point seatbelt system hints at enhanced restraint and safety in off-road scenarios.
- Steering Wheel – A center-mounted pixel display reimages driver interaction on the squared-off steering wheel, while terrain mode buttons suggest quick switching to Snow, Sand, Mud, Auto, and XRT modes.
Interior Details
- First aid kit (passenger side)
- Fire extinguisher (driver side)
- Removable Bluetooth center console main speaker
- Hidden aperture light at the dashboard edge reveals a playful light signature
- Easy-to-reach cylinder-type center controls are mechanically linked to visual indicator lights
- CRATER MAN is a symbolic character integrated throughout the vehicle, offering playful storytelling through ‘hidden surprises’ and interactive design elements
Off-Road Design Cues
The Hyundai CRATER Concept includes key functions for tackling rugged terrain and seeking new adventures. A tactile, gear-type multi-function Off-Road Controller has been designed for full and intuitive control, front and rear locking differentials, and traction and braking management — all part of the concept’s expressive off-road narrative. A terrain mode selector features SNOW, SAND, and MUD preset settings designed to suggest optimized performance across varied terrains.
- Downhill brake control
- Trailer brake control
- Compass
- Altimeter
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Hyundai CRATER Concept Debuts at AutoMobility LA 2025
Click for more.
Hyundai Motor America today held the global debut of the so-called CRATER Concept “adventure vehicle” during a press conference at AutoMobility LA 2025 in Los Angeles, California. The off-road SUV concept’s exterior was designed in California. Built on a compact monocoque architecture, the CRATER Concept has been designed to go anywhere, it’s claimed.
“CRATER began with a question: ‘What does freedom look like?’ This vehicle stands as our answer,” said SangYup Lee, Executive Vice President and Head of Hyundai and Genesis Global Design. “It is a vision shaped by our unending drive to explore — to inspire our customers to explore deeper and embrace the impact of adventure.”
First Glance – CRATER Concept in Hyundai’s view (Marketing Babble alert>
Odds and Ends
Interior Design Language
Customizable Interface for Every Journey
Click to enlarge.
Structural Interior Expression
A functional roll cage outlines the cabin, adding tension and strength, while integrated grab handles ease ingress and egress. This exposed structural element provides a reassuring feeling of safety.
Supportive Seating – CRATER Concept’s seats feature wraparound forms that are a departure from traditional bucket seats. These seats are combined with three-dimensional padding that provides stability and comfort during rugged journeys. Cylindrical cushions and a supportive headrest offer ergonomic comfort, while ample side bolsters stabilize the body during off-roading. A four-point seatbelt system hints at enhanced restraint and safety in off-road scenarios.
Interior Details
Off-Road Design Cues
The Hyundai CRATER Concept includes key functions for tackling rugged terrain and seeking new adventures. A tactile, gear-type multi-function Off-Road Controller has been designed for full and intuitive control, front and rear locking differentials, and traction and braking management — all part of the concept’s expressive off-road narrative. A terrain mode selector features SNOW, SAND, and MUD preset settings designed to suggest optimized performance across varied terrains.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.