Hyundai heads off the virtual beaten track in The Crew Motorfest
Hyundai is introducing its electric Crater Concept SUV into the video game The Crew Motorfest. The collaboration aims to engage younger audiences through virtual off-road experiences and community-driven content.
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Automakers are increasingly using gaming ecosystems as a primary marketing channel to build brand affinity with younger demographics.
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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".
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