Hyundai to Unveil New Off-Road Electric SUV Concept

The automaker teases a 'major world debut' at the 2026 New York Auto Show, hinting at an electrified, adventure-ready model.

Mar. 30, 2026 at 8:56pm

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Hyundai has announced plans to unveil a new 'something big' during a 'major world debut' at the 2026 New York Auto Show. Based on the company's recent unveiling of the Crater Concept, an off-road electric SUV prototype, industry experts believe the upcoming reveal could be Hyundai's first production-ready XRT (Extra Rugged Terrain) model designed to compete with vehicles like the Ford Bronco and Jeep Wrangler.

Why it matters

Hyundai's push into the off-road and adventure-focused vehicle segment represents a strategic shift for the brand, as it looks to expand its lineup and appeal to a new demographic of outdoor enthusiasts. The potential launch of an electrified XRT model would also showcase Hyundai's commitment to developing capable, sustainable mobility solutions for a wide range of terrains and driving conditions.

The details

The Crater Concept, unveiled by Hyundai last November, provided a preview of the automaker's design and engineering approach for future XRT models. Features like increased ground clearance, 33-inch off-road tires, skid plates, and advanced terrain management systems suggest the upcoming reveal will be a rugged, capable, and highly customizable electric SUV aimed at challenging established players in the segment.

  • Hyundai announced plans for the 'major world debut' at the 2026 New York Auto Show, scheduled for April 1.
  • The company opened its new 'Sandbox' design and ideation studio last November, dedicated to developing new outdoor adventure vehicles and XRT gear.

The players

Hyundai

A major South Korean automaker known for its diverse lineup of passenger vehicles, SUVs, and commercial offerings. Hyundai has been expanding its focus on electrification and adventure-oriented models in recent years.

SangYup Lee

Head of Hyundai and Genesis Global Design Center, who oversaw the development of the Crater Concept as a preview of the company's future XRT vehicles.

Olabisi Boyle

Hyundai North America's senior VP of planning and mobility strategy, who has stated that the XRT sub-brand will become a focus for the company's future off-road and adventure-ready models.

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What they’re saying

“CRATER began with a question: 'What does freedom look like?' This vehicle stands as our answer.”

— SangYup Lee, Head of Hyundai and Genesis Global Design Center

“In the future, XRT is 'not gonna be a trim. It's going to be capability.'”

— Olabisi Boyle, Hyundai North America's senior VP of planning and mobility strategy

What’s next

Hyundai will unveil the new off-road electric SUV concept during a livestream on its YouTube channel on April 1 at 9:55 AM ET, as part of the media day events at the 2026 New York Auto Show.

The takeaway

Hyundai's upcoming reveal of a new XRT-focused electric SUV concept signals the automaker's intention to expand its presence in the growing off-road and adventure-ready vehicle market, challenging established players like Ford and Jeep. This move aligns with the company's broader electrification strategy and commitment to developing capable, sustainable mobility solutions for a wide range of driving conditions.