In the dusty haze of Southern California's backlots, where the sun beats down on rows of gleaming prototypes, something unexpected stirred last week. Hyundai, the Korean powerhouse that's been quietly reshaping American driveways with affordable tech-packed rides, dropped the first glimpses of its wildest dream yet: an off-road beast born from the IONIQ 9 electric SUV. This isn't your grandpa's station wagon tricked out for the woods—it's a full-throttle nod to the guys who live for gravel roads, weekend escapes, and that raw thrill of pushing a machine just a little further than it was meant to go. Unveiled ahead of the 2025 SEMA Show in Las Vegas, the IONIQ 9 BigTime concept blends zero-emission muscle with the grit of classic truck culture, proving that going green doesn't mean leaving the dirt behind.
Picture this: a three-row family hauler, the kind you load up with coolers, fishing gear, and a couple of buddies for a dawn patrol up the Sierra Nevada, suddenly sprouting claws. The IONIQ 9, in its standard Calligraphy all-wheel-drive trim, already packs a wallop—up to 422 horsepower and 516 pound-feet of torque surging from its electric heart, enough to launch you from zero to sixty in a blink and haul a trailer without breaking a sweat. But Hyundai didn't stop at the showroom specs. Teaming up with Jeremiah Burton and Zach Jobe, the dynamic duo behind the BigTime content empire, they've jacked it up, literally. A beefed-up suspension lifts the body higher, giving it the stance of a trail conqueror ready to shrug off ruts and river crossings. Wrap that around with aggressive all-terrain tires on custom wheels, and you've got rubber that bites into mud like it was born there. Up top, a rugged auxiliary light bar cuts through the twilight, turning night hunts or late-season bow stands into no-sweat operations.
Image credit: Hyundai
The reveal hit on October 30, 2025, with shots snapped the day before in Los Angeles, capturing the rig in all its glory against the urban sprawl that feels a world away from the open country it craves. It's headed straight for SEMA's Future Tech Studio, tucked into the event's massive Central Hall—a spot reserved for the bleeding edge of wheels and watts, where electric vehicles rub shoulders with gadgets that make gearheads rethink what's possible. For anyone who's wandered the SEMA floor, nursing a coffee and eyeing mods that could transform their daily driver into a legend, this concept screams invitation. It's not just parked there; it's a challenge, whispering that the future of off-roading isn't chained to fossil fuels.
At the helm of this transformation are Burton and Jobe, two names that echo like old radio calls among the custom car crowd. Founders of BigTime, they've carved out a corner of the internet where automotive storytelling feels less like a sales pitch and more like swapping tales around a campfire. Burton, the CEO with a knack for spotting the soul in a slab of steel, and Jobe, his right-hand man in the garage, have built a following that spans screens and show floors. They're the guys who make wrenching look approachable—demystifying lifts and tunes so that even if your hands are more callused from a desk than a toolbox, you start dreaming about your own project. Their SEMA cred runs deep; they've been regulars, drawing crowds with builds that honor the past while hacking the future. This IONIQ 9 gig? It's their love letter to the everyman adventurer, the one who's loyal to his '98 Tacoma but eyes the charging station with cautious curiosity.
"We're stoked to be working with Hyundai on the IONIQ 9. EVs have come a long way, so getting a chance to put our own spin on an off-road-themed IONIQ 9 is pretty cool," Burton shared, his enthusiasm spilling over like he'd just nailed a perfect weld. He and Jobe didn't pull punches on the inspiration, either. They drew straight from their own rolling relic—a 1977 vintage cabover truck they affectionately dub "Bud." That old warhorse, with its boxy charm and battle scars, became the muse for a mash-up of eras: sleek electric lines meeting the boxy, unapologetic vibe of '70s haulers. "We themed this IONIQ 9 off of our 1977 vintage cabover we call 'Bud'. This new-tech-meets-vintage look makes the car stand out, and with some performance mods, make it a capable off-roader. It’s exciting to be part of this new chapter where electric cars can be fun and functional but still have character."
It's that character—the kind that turns a commute into a story—that BigTime amplifies. Their content doesn't just showcase; it invites you in, with build diaries that break down every bolt and brainstorm. Expect the IONIQ 9 to light up their feeds, especially Instagram, where followers will get the full arc: from sketch pads in a cluttered shop to the first test spin on loose gravel. It's the sort of deep dive that hooks you, making you wonder what your own garage could birth if you rolled up your sleeves. For Burton and Jobe, it's about inclusivity in a scene that can sometimes feel gated by big budgets or bigger egos. They preach that every ride has potential, gas or electric, stock or swapped. And in teaming with Hyundai, they're bridging worlds—showing how an EV can growl through underbrush without a whiff of exhaust.
Image credit: Hyundai
From Hyundai's side, this isn't a one-off stunt. The brand's been methodically stacking wins in the U.S., where their lineup of sedans, crossovers, and plug-ins has become the smart guy's choice: loaded with screens, safety nets, and that quiet confidence of a machine that just works. The IONIQ 9 slots in as their flagship three-row electric, a spacious beast for road trips that double as family reunions or solo soul-searching drives along forgotten byways. But the off-road twist? That's pure SEMA alchemy, turning a polished family vessel into a rogue explorer. Sean Gilpin, Hyundai's Chief Marketing Officer for North America, couldn't hide the grin in his voice when he talked it up. “Hyundai is more than proud to present the innovative IONIQ 9 off-road concept developed by BigTime at the 2025 SEMA show,” he said. “Its aggressive lift, all-terrain tires and rugged off-road design inspire both innovation and customization — the hallmarks of any successful SEMA concept. This concept takes IONIQ 9 into new off-road terrain it has yet to explore, and we’re confident it’s more than up for the adventure."
Dig a little deeper, and Hyundai's commitment shines through their footprint here stateside. Their North American HQ hums in California, overseeing everything from design sketches to dealer networks. Down in Alabama, the Hyundai Motor Manufacturing plant churns out vehicles with a rhythm that's become part of the local heartbeat. Then there's the shiny new Hyundai Motor Group Metaplant America, a sprawling testament to their bet on U.S. soil, alongside R&D hubs pushing boundaries on batteries and brains. It's no small operation—850 independent dealers sling rides that touch everyday lives, pumping $20.1 billion into the economy each year and sustaining 190,000 jobs, per their latest impact report. That's not just numbers; it's paychecks for welders, bookkeepers, and the mechanics who keep your rig running true. All of it ladders up to Hyundai's "Progress for Humanity" ethos—a fancy way of saying they're in it for rides that connect people, cut emissions, and maybe spark a grin when you mash the pedal.
So what does this mean for the guy staring down another winter, plotting his next escape from the grind? The IONIQ 9 BigTime concept isn't just a show pony; it's a signal flare. Electric off-roaders have been niche, whispered about in forums late at night, but Hyundai's throwing open the gates. Imagine silent torque hauling you up a switchback at Big Bear, no roar to spook the deer, just the hum of progress under your boot. Or charging up overnight at a trailhead outpost, ready for another crack at that hidden fishing hole before the crowds roll in. Burton and Jobe's touch ensures it's got soul—vintage flair that nods to the trucks that got you through your twenties, now electrified for the chapters ahead.
As SEMA revs up next month, eyes will lock on that Future Tech corner, where the IONIQ 9 stands tall, tires caked in promise. It's a reminder that adventure doesn't age; it evolves. Whether you're nursing a lifelong love for lifted iron or dipping a toe into the electric tide, this concept says there's room at the fire for everyone. Hyundai's not just building cars—they're building gateways, one rugged volt at a time. And in a world that's equal parts rush and rut, that's the kind of progress worth revving for.
