Seems that Hyundai must be pretty happy with the results of its forays to date into the realm of off-road-ready models/trims. A report by Australian outlet Drive indicates that Hyundai is taking a good, long look at developing XRT variants of just about every model in its lineup.
To date, XRT has referred mainly to aesthetic packages added to make designs of some models more rugged in appearance, but that seems to be evolving quite rapidly. Hyundai is evidently looking to create a more all-encompassing strategy that would see XRT become a genuine sub-brand dedicated to toughening up many of the brand’s popular models to meet market demand.
Jonathan Lam, Hyundai’s general manager of product planning for Australis, confirmed to Drive that the company is actively exploring factory-built XRT and higher-capability XRT Pro variants for “basically any model across a range.” While global factory availability is still being finalized, Hyundai’s intent to expand the nameplate into nearly every segment is clear.
Two tiers
The core of Hyundai’s strategy lies in distinguishing between visual appeal and mechanical capability, with the Pro designation identifying the latter cases.
XRT trims focus primarily on rugged styling. These entry-level versions add black body cladding, raised suspension heights, roof rails and all-terrain tires. This allows Hyundai to capture the adventurous look buyers desire without significantly compromising fuel efficiency or ride comfort and sending manufacturing costs flying into the air.
XRT Pro trims are designed for more demanding terrain. The Pro designation incorporates dedicated off-road hardware, such as enhanced ground clearance, electronic limited-slip differentials (e-LSD), functional recovery hooks and specialized terrain drive modes.
Hyundai has already applied the XRT treatment across a diverse selection of unibody models, including the Santa Fe, Santa Cruz, Tucson, Palisade and all-electric Ioniq 5. Canada currently has the first four of those, but not the fifth.
Moving forward, clear clues (mainly spy photos and signs of development testing) indicate that the subcompact Kona crossover and the three-row flagship Ioniq 9 electric SUV are next in line to get XRT-ified.
Hyundai being Hyundai, it’s not stopping at the idea of gussying up unibody crossovers. The automaker’s recent Crater and Boulder concepts may have been trial balloons to gauge the level of interest in more rough-and-ready vehicles from the Korean automaker. hint at a future beyond modified family haulers. Designed as aggressive, boxy off-roaders featuring short overhangs and lifted stances, these concepts preview Hyundai’s long-term goal of introducing dedicated, body-on-frame 4x4 models built to compete directly with the likes of the Jeep Wrangler and Ford Bronco.
Establishing XRT as a recognized sub-brand alongside its performance-minded "N" division, would be a natural, indeed necessary step for Hyundai if it wants to go there. And if the automaker is serious about positioning itself to cater to every corner of the market, it will want to go there.