Hyundai announced on October 8 that it has unveiled the Crater Concept, a compact electric sports utility vehicle (SUV), in Ubisoft's open-world racing game, The Crew Motorfest.
The Crew Motorfest is a racing game set in Hawaii, allowing players to explore freely while driving various vehicles. Hyundai presented the Crater Concept as the flagship vehicle for Season 11, themed around off-road exploration.
The Crater Concept is an off-road electric SUV designed by Hyundai's American Technical Center (HATCI). It reflects the design direction and adventurous driving characteristics of Hyundai's off-road specialized trim, XRT.
XRT is an off-road trim primarily operated in the U.S. market. Recently, Hyundai also showcased the All-New Tucson XRT in New York.
Players can experience various off-road features by driving the Crater Concept. The game includes a winch function to help vehicles escape from mud or rocks, as well as customizable tuning options to modify the vehicle's appearance and performance. Users can also create and share their own off-road driving courses through the TrackForge feature.
Hyundai plans to expand its brand marketing through gaming with this collaboration. The company previously demonstrated its potential in virtual spaces through the global gaming platform Roblox in 2021. Additionally, Hyundai has collaborated with various games, including Asphalt Legends, Fortnite, and Rocket League. More Hyundai vehicles are expected to be featured in future seasons of The Crew Motorfest.
Jisung Won, Vice President of Hyundai's Brand Marketing Division, stated, "This collaboration themed around off-road exploration will be a great opportunity to showcase the Crater Concept and the future direction of the XRT lineup to the world."
Meanwhile, Hyundai is expanding its engagement with users by previewing some exhibits for the Science Museum set to open at the Global Business Complex (GBC) in Hyundai Motorstudio Seoul.
* This article has been translated by AI.
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