Hyundai has teased the “Crater” concept, an aggressively styled off-road vehicle set to debut at AutoMobility LA 2025. This preview isn’t just about one vehicle; it signals Hyundai’s serious intent to compete in the lucrative mid-size pickup and rugged SUV market, currently dominated by Ford and Toyota. The Crater concept, described as “extreme” and “tough,” is the first visible step toward that goal.
The Broader Strategy: Beyond the Concept
The Crater isn’t an isolated project. Hyundai executives have repeatedly emphasized their commitment to launching a competitive pickup truck in North America before 2030, with the possibility of a body-on-frame SUV variant following closely behind. This strategy is driven by market demand, particularly in regions like Australia, where mid-size utes (pickups) reign supreme.
Hyundai recognizes that competing effectively requires a robust, traditional platform. The company’s global chief, José Muñoz, has confirmed plans to expand its pickup portfolio, and the Crater concept is a tangible demonstration of that commitment.
Ute First, SUV Second?
Hyundai’s approach mirrors that of other manufacturers, such as Ford (Ranger/Everest) and Toyota (HiLux/Fortuner). The company is likely to launch a pickup truck first, potentially based on the Kia Tasman, before introducing a closely related SUV variant.
No Rebadges: Hyundai’s Stance
Hyundai is adamant about avoiding a simple rebadge of existing platforms. The company’s Australian president, Don Romano, has stressed that Hyundai won’t simply take another platform and rebrand it. Instead, they are focused on developing a competitive vehicle from the ground up.
Powertrain Options: Diesel, Hybrid, or Electric?
Hyundai is considering multiple powertrain options, including diesel, hybrid, and plug-in hybrid. While a fully electric ute is under development, the company is also open to traditional diesel engines, at least in the short term. The final decision will depend on market demand and global regulations.
Timeline and Delays
The timeline for Hyundai’s new ute remains flexible. While the original plan aimed for a 2029 launch in Australia, recent declines in ute sales could push the timeline back. However, Hyundai remains committed to entering the market with a competitive vehicle.
Collaboration with GM
Hyundai is also collaborating with General Motors on a separate pickup project, which could eventually make its way to Australia. The GM partnership could provide access to additional platforms and technologies, further strengthening Hyundai’s position in the market.
Hyundai’s commitment to entering the mid-size pickup and rugged SUV segment is clear. The Crater concept is just the first glimpse of a broader strategy that could reshape the automotive landscape in the years to come.
The company is taking a deliberate approach, avoiding shortcuts and focusing on developing a competitive vehicle from the ground up. The timeline remains flexible, but Hyundai’s commitment to entering the market is unwavering
