Hyundai has been trying to change people's perception of the brand with the introduction of the sporty i30 N hot hatch that could pose a serious threat to the Volkswagen Golf GTI. And now the Korean manufacturer has similar ambitions for the SUV market. The Hyundai Santa Fe Sport isn't the most rugged SUV compared to its more capable rivals, but that could change in the future. At the upcoming SEMA show in Las Vegas, Hyundai will be showing off a one-off Santa Fe Sport Concept that's had a rather extreme makeover.

Designed in collaboration with Rockstar Energy Drink, Hyundai's Moab Extreme Off-Roadster Concept is designed to tackle Utah's demanding off-road terrain, which is renowned for being one of the most challenging off-road regions in the world. A camouflaged exterior, lift-kit, a massive light bar, and beefy 35x12.50 RZ17 Baja MTZ off-road tires give the concept a more rugged look compared to the Santa Fe Sport family SUV. Among the long list of additions include a King coilover suspension system, 2.5-inch Internal Bypass shocks, a Magnaflow exhaust, a downpipe, an AEM intake, skid plates, and a Warn winch.

The Rockstar Energy Moab Extreme Concept was specifically designed to withstand the extraordinary demands of Moab off-road terrain," said Nic Ashby, Rockstar Marketing. "Leveraging the outstanding Santa Fe Sport platform and powertrain, we definitely pushed its capabilities to new limits to conquer the pinnacle of challenges at Moab." No powertrain details have been revealed, but we would be very surprised if it doesn't have a significant performance advantage over the standard SUV. All will be revealed when the Hyundai Moab Extreme Off-Roadster Concept debuts at the Las Vegas SEMA show on October 31 alongside many other Hyundai concepts.