Hyundai has dropped the first teaser of its bold new concept vehicle, the CRATER Concept, ahead of its official debut at AutoMobility LA 2025 on November 20, 2025. The CRATER Concept is an extreme off-road show vehicle, designed to expand Hyundai’s vision of adventurous, electrified mobility. By revealing the concept ahead of the LA show, Hyundai is signalling its ambition to grab attention and shape expectation around what the brand can do in rugged, adventurous contexts.
Hyundai is working to build momentum: this teaser is part of broader efforts by the company to emphasize future mobility, daring design, and the brand’s evolution beyond traditional vehicles.
From a brand-perspective, Hyundai is signalling that it isn’t just about mainstream cars and SUVs any more—it wants to explore extreme concepts, perhaps to influence future production models or brand perception. With the automotive world increasingly focused on EVs, rugged outdoor vehicles, and lifestyle-oriented mobility, Hyundai positioning such a concept helps it stay relevant and ahead of trends. A concept like CRATER raises curiosity about whether Hyundai will bring off-road EVs or adventure-oriented models to market. It also builds hype around the AutoMobility LA show.
