Hyundai Motor Group (HMG) appears to be bolstering its off-road credentials, with new sightings of camouflaged test vehicles in South Korea suggesting an onslaught of rugged vehicle offerings.
Long associated with city cars and performance EVs, HMG’s off-road expertise has been more prominent in military and industrial applications. However, the conglomerate—which encompasses Hyundai, Kia, and Genesis—seems to be preparing a broader push into the light-commercial, lifestyle and adventure sectors.
Kia has already begun this transition with the recent debut of its Tasman ute, a petrol and diesel-powered 4×4 designed for tradies and tourers. The vehicle represents a shift from the marque’s usual hatchback and SUV-centric lineup, positioning itself alongside traditional players like the Toyota HiLux and Ford Ranger.
Off-Road Roots Beyond the Showroom
While HMG’s off-road consumer offerings have historically been limited to humble models like the Hyundai Terracan and the ASIA Roctsa, the group has been deeply entrenched in military and industrial manufacturing for decades. Hyundai Construction Equipment, for instance, produces the 30-tonne HA30A articulated dump truck, while Kia Special Vehicles develops the KLTV (Kia Light Tactical Vehicle), currently in service with militaries from Polish Army to the United Nations in Lebanon. These vehicles underscore a long-standing engineering capacity for terrain-capable platforms beyond the passenger vehicle market.
Now, that engineering appears to be directed to retail models. Following the release of the Kia Tasman and several concept vehicles, two separate test mules—one from Kia and one from Genesis—were recently spotted near HMG’s Namyang R&D Centre, featuring notable modifications that hint at upcoming off-road production vehicles.
Kia Teases Weekender Concepts
At the 2024 SEMA Showcase, Kia unveiled their electric PV5 WKNDR and EV9 ADVNTR concepts, intended to appeal to adventure-seekers with heavy modifications tailored for camping, touring, and overlanding. These concept vehicles showcase purpose-built enhancements such as roof-mounted storage and tents, integrated awnings, auxiliary lighting systems, all-terrain tyres, recovery hooks, and reinforced body panels.
Interiors have been reimagined to include modular storage, slide-out kitchens, and auxiliary electrical systems to support off-grid living. The aim appears to be a direct appeal to the growing cohort of buyers seeking vehicles that blur the line between daily transport and expedition-ready platforms, particularly within markets like Australia and North America, where recreational vehicle use remains strong.
Later, at the 2025 Seoul Motor Show, the diesel-powered Kia Tasman joined Weekender line of concept vehicles with similar rugged off-road styling.
Kia EV9-Based Mule Spotted Testing
A camouflaged prototype strongly resembling the ADVNTR concept was caught during testing by vehicle spotters at Healer TV. The vehicle, based on the existing EV9 platform, displayed a number of off-road modifications not present on the standard model:
- A noticeably raised ride height, suggesting upgraded suspension for better ground clearance
- All-terrain tyres wrapped around sporty alloy wheels
- A front-mounted winch, implying recovery capability
- Tweaked front fascia, possibly to improve approach angles or integrate off-road gear
The EV9 is currently one of the few all-electric three-row SUVs on the market, and a ADVNTR production variant could offer a compelling alternative in a growing segment that includes the Rivian R1S, Jeep Recon, and the forthcoming Mercedes-Benz EQG. While Kia has yet to officially comment on production plans, HMG has a long history of bring concepts to market with minimal changes, and the presence of this mule indicates serious investment and intent to follow through.
Genesis Celebrates Jacky Ickx at Dakar Rally
Further suggesting a shift towards off-road capability, Genesis recently made headlines by completing the 2025 Dakar Rally route in a bespoke GV80 Desert Edition, driven by legendary motorsport figure Jacky Ickx. Marking more than four decades since his 1983 Dakar victory, Ickx returned as an honorary guest, tracking over 6,000 kilometres from Bisha to Shubaytah in the custom-built SUV.
The GV80 Desert Edition—created to celebrate Ickx’s 80th birthday and unveiled at Genesis’ Wallan showroom in Riyadh on December 31—was engineered specifically for the harsh desert terrain. Based on Genesis’ flagship SUV, the one-off model featured a 3.5-litre twin-turbo V6 petrol engine producing 279 kW and 530 Nm, paired with an all-wheel-drive system and a dedicated “Desert” drive mode for optimised powertrain control in sand and rocky conditions.
The vehicle’s off-road modifications were substantial, including 40 mm widened arches, 20-inch forged beadlock wheels, and adjustable suspension calibrated for deep sand and rugged trails. A custom roof rack with mounts for fuel canisters, sandboards, and a rooftop tent added practicality, while LED auxiliary lighting integrated into the A-pillars, fog lights and roof ensured visibility during night drives. The interior retained Genesis’ hallmark luxury, incorporating modular storage, an integrated drawer for emergency equipment, and upgraded communication systems.
The blue bodywork and single white stripe paid tribute to Ickx’s iconic race helmet. As the vehicle joined bivouacs along the rally route, Ickx offered support and advice to competing teams, reinforcing his role as a respected advisor in the Dakar community. The project, led by Luc Donckerwolke and built in collaboration with Genesis Middle East and W Motors, also signals Genesis’ growing interest in performance and endurance events, with Ickx appointed as official racing advisor to the brand’s new Magma Racing team.
X-Gran Equator Off-road Concept Revealed
The Genesis X Gran Equator Concept was officially unveiled on April 16, 2025, at the New York International Auto Show, marking the brand’s first foray into the adventure vehicle segment. Developed as a study in overlanding capability fused with luxury, the concept reflects Genesis’ interpretation of outdoor exploration through its “Athletic Elegance” design philosophy. The vehicle features a long hood, fast C-pillars, and clean, reductive surfaces, distinguishing it from conventional SUVs.
Off-road elements such as huge 24-inch beadlock wheels, geometric auxiliary lighting, dark wheel-arch cladding, and a split-opening tailgate suggest practical capability, while integrated roof rails and high ground clearance signal its intended versatility. Although technical specifications have not been released, the X Gran Equator is expected to ride on a version of Hyundai Motor Group’s E-GMP platform, used across the group’s electric vehicle range.
Inside, the concept vehicle incorporates modular storage solutions, swivelling front seats, and a unique four-circle digital display cluster inspired by vintage camera dials. The interior emphasises a mix of geometric forms, contrasting colours, and minimal ornamentation—departing from more traditional luxury SUV designs. The name “X Gran Equator” draws from Equator, a prize-winning Arabian stallion, a possible nod to the vehicle’s Dakar origins, symbolising endurance, agility, and refined power, reflecting the vehicle’s dual identity as both elegant and capable.
Genesis GV70-Based Mule Spotted
In a separate development, a heavily modified Genesis GV70 Electrified was spotted by local channel Healer TV, sporting similarly conspicuous off-road features to the EV9 mule: increased ride height, all-terrain tyres, a functional front winch, and what appeared to be reinforced underbody protection.
While the GV70 is a luxury crossover with no off-road variant currently available, the mule’s characteristics and timing suggest that it may be an early testbed for the Genesis X Gran Equator. Based on the E-GMP platform used in models such as the Hyundai Ioniq 5 and Kia EV6, we would expect a production version to feature dual-motor AWD and terrain-optimised drive modes.
Unique Opportunity for EV Off-roaders
The presence of both Kia and Genesis test vehicles within weeks of each other indicates a coordinated push by Hyundai Motor Group into off-roading—one that extends well beyond current consumer offerings. This aligns with a broader industry trend: as manufacturers are increasingly looking to earn more from their portfolios, they simultaneously pushed up-market with tech-filled, leather-clad variants. Now that the semi-luxury car market is overcrowded, HMG is following in Ford’s footsteps by recognising the potential of lifestyle models aimed at camping, overlanding, and rural utility.
The adventure EV market, in particular, is still emerging. But, growing demand—especially in North America, Australia, and parts of Europe—has made it a strategic priority. According to BloombergNEF, global sales of electric SUVs grew by 65% in 2023, with a marked uptick in larger-format vehicles suited for outdoor use. HMG have also recently teased their next generation of hybrid technology due in 2026, offering a dual-series EREV-style format similar to that utilised in the BYD Shark 6.
Should HMG proceed with launching the EV9 WKNDR and Genesis X Gran Equator, they would be joining a shortlist of manufacturers actively targeting this space. And unlike niche startups, Hyundai Motor Group has the manufacturing capacity and supply chain control to scale production quickly—critical factors as the competition intensifies.
This seems to be inevitable, as both Hyundai and Kia have stated plans to bring electric pickups to the United States. While details are scarce, a Kia EV9-based pickup mule has been spotted during testing multiple times in 2024. With Chinese automakers all but locked out of the US, HMG’s electric manufacturing plant in Georgia, and a strategic partnership with GM, the US is a huge opportunity for HMG to not-only replicate the success of Rivian but easily outpace it.
