Hyundai unveiled the rugged “Crater” concept SUV at the LA Auto Show, aiming to enhance off-road capabilities in the U.S. market. The vehicle merges Hyundai design elements with rugged features inspired by American SUVs like the Jeep Wrangler and Ford Bronco.

The concept SUV is part of Hyundai’s plan to expand its Xtreme Rugged Terrain lineup, showcasing versatility and emotion in future models. While the company did not confirm production plans, the Crater concept signals Hyundai’s commitment to exploring new designs and technologies for adventurous customers.

Developed at Hyundai’s America Technical Center in California, the Crater concept reflects the growing trend among automakers to offer off-road capable vehicles to attract customers and increase profits. Hyundai’s aggressive growth in the U.S. market has led to record sales, with the brand’s sales increasing by 21.5% from 2019 to 2024.

Read more at CNBC: Hyundai showcases off-road ambitions with new rugged concept SUV