To boost sales, Hyundai is chasing four-wheeler enthusiasts.
Rumors that Hyundai is developing a new dedicated off-road vehicle are true. In a recent interview with CEO Jose Muñoz, automotive news Project confirmation received.
Not long ago, there was news that Hyundai is producing a new SUV and pickup truck. These vehicles will take direct aim at Toyota’s 4Runner and Tacoma.
Now, Hyundai has decided to go ahead with this prospect to boost sales.
Massive product offensive
Hyundai has cemented its off-road ambitions with the CRATER concept at the 2025 Los Angeles Auto Show. – Image source: Hyundai
There is no doubt that Hyundai’s expansion and growth have been well underway. Especially in the past ten years, the brand has undergone a major revamp, which has caused a 180-degree change in the public’s perception of this automaker.
The CRATER Concept is designed to test the off-road capabilities of modern vehicles. – Image source: Hyundai
The Korean automaker now hopes to keep that momentum going by capturing some of the enthusiast market. It has entered the performance realm with its N division and sports cars.
Now, off-road scenarios are the next target.
We doubt the suicide doors will ever go into production, but we can only dream. – Image source: Hyundai
Hyundai plans to launch new off-road vehicles and as many as 18 new models, hoping to sell 1.44 million vehicles by 2030, a 73% increase from current sales.
The new off-road vehicles are two of 18 new models proposed by the planning committee. Others include a variety of new hybrid models.
Go all out to build a non-bearing body
Hyundai’s future Toyota 4Runner rival may take styling cues from the CRATER concept. – Image source: Hyundai
This isn’t Hyundai’s first attempt at creating a more adventurous vehicle. The latest XRT trim on the Santa Cruz pickup, Santa Fe and Palisade is another example of the Korean automaker catering to a niche market.
Hyundai wowed the world with its CRATER concept car at the 2025 Los Angeles Auto Show. – Image source: Hyundai
The XRT trim adds tougher all-terrain tires, plastic bodywork under cladding, configurable roof bars, a more rugged interior and more.
But instead of sticking with its existing products, Hyundai is building an entirely new truck from the ground up. New body frame and more.
Hyundai Motor is beginning to demonstrate its on- and off-road capabilities with the XRT model, the production version of its SUV. – Image source: Modern America
Automakers know that the rugged SUV segment is one of the most profitable and popular segments out there. The Korean automaker wants a piece of the pie.
The CRATER Concept is an electric car, but Hyundai will likely reserve internal combustion power for Toyota rivals. – Image source: Hyundai
The move is also aided by Hyundai’s additional plans to expand its commercial vehicle lineup. The new non-body-carrying platform will help underpin the company’s new range of delivery vehicles and medium-duty trucks.
Do you think Hyundai’s new off-roader can compete with Toyota? – Image source: Hyundai
When can we expect new SUVs and pickups? It may not happen until 2030. But it’s a work in progress, and we can’t wait to see what Hyundai has in store.
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