Hyundai Motor Company has added its CRATER Concept to The Crew Motorfest, Ubisoft Ivory Tower’s open-world racing game, as part of the Season 11 update that launched October 7 and opens the game’s fourth year of content. The season carries an off-road theme built around a free new Kauai island and a winch mechanic, and Ubisoft says the CRATER Concept is the first vehicle from a Korean automaker to appear in the game. Hyundai plans to follow it with several additional models in a phased rollout, along with more vehicles and brand experiences in later seasons.
The CRATER Concept is a compact electric off-road SUV concept developed at the Hyundai America Technical Center in Irvine, California, and first shown at AutoMobility LA in November 2025. Hyundai positions it as a preview of where its XRT off-road trim line is headed. XRT and XRT PRO trims launched in the U.S. market, and Hyundai says it plans to expand them to more models and regions, with the Tucson XRT PRO the most recent addition.
In the game, players can use the new winch to recover the CRATER Concept from obstacles and pull obstacles out of the way, customize the vehicle and share it through Custom Show, and build and share off-road tracks for it in TrackForge. Hyundai and Ubisoft Ivory Tower are also working with gaming creators on in-game vehicle reviews, a custom off-road course built in TrackForge for the CRATER Concept, and live races in which players can compete alongside the creators on that course.
The Crew Motorfest tie-in follows Hyundai’s earlier gaming projects, which began with a Roblox experience in 2021 that Hyundai says made it the first global automaker with an official presence on the platform, and have since included Fortnite and Rocket League content through Epic Games tied to the FIFA World Cup 2026, along with Top Eleven and Asphalt Legends. Season 11 is available now as a free update to The Crew Motorfest.
