Hyundai is generating anticipation for the 2025 Los Angeles Auto Show with the first official sketches of the CRATER Concept, a rugged off-road SUV set for its global debut at AutoMobility LA. The reveal will be livestreamed on HyundaiUSA’s YouTube channel at 9:45 a.m. PT on November 20, with the vehicle then on display throughout the media and public days of the LA Auto Show (November 21–30). This concept marks one of Hyundai’s most ambitious showcases in recent years.
Bold Design Inspired by Extreme Environments
The CRATER Concept embodies Hyundai’s aggressive shift toward adventure-ready vehicles. Designed at the Hyundai America Technical Center (HATCI) in Irvine, California, the concept’s aesthetic draws from harsh natural landscapes. Sharp, armored geometry and a lunar-rover-like silhouette suggest a vehicle built for challenging terrain, not just urban streets.
The design language aligns with Hyundai’s growing XRT lineup – including the IONIQ 5 XRT, Santa Cruz XRT, and Palisade XRT Pro – but takes the rugged attitude to a new extreme. This concept isn’t just about aesthetics; it’s about functionality and capability.
Hyundai’s Strategy: Blending Lifestyle with Engineering
While Hyundai hasn’t released technical specifications or production plans, the CRATER Concept signals a clear direction for the brand. Recent moves – including performance N models, bolder EV styling, and the expansion of the XRT sub-brand – demonstrate a strategy of merging lifestyle vehicles with advanced engineering.
Concepts like this serve as a temperature check for consumer demand, and Hyundai clearly recognizes the growing interest in compact off-road SUVs. The CRATER showcases forward-thinking American design work from HATCI and could preview a new generation of rugged electrified or hybrid adventure vehicles.
How to Watch the Reveal
The official debut of the CRATER Concept will be livestreamed on HyundaiUSA’s YouTube channel at 9:45 a.m. PT on November 20. For those attending the LA Auto Show in person, the vehicle will be on display throughout the event. Expect significant crowds—Hyundai’s latest concept is designed to be a major attraction.
The CRATER Concept isn’t just a vehicle; it’s a statement about Hyundai’s commitment to pushing boundaries and delivering vehicles that can handle any terrain. It reflects a growing consumer appetite for adventure-ready vehicles and positions Hyundai as a leader in this emerging market
