This retrotastic-looking thing is the Hyundai Ioniq 9 BigTime, which will be the Korean company's star attraction at the upcoming SEMA show in November.
Who or what is BigTime?
It's a channel fronted by a pair of automotive content creators, Jeremiah Burton and Zach Jobe, where they specialise in bespoke builds of existing consumer vehicles - as varied as semi trucks, ex-competition cars and also street machines like a Fox-body Mustang - to make them into individual concepts.
For the Ioniq 9, they took Hyundai's big, seven-seat electric SUV and treated it to a lift-kit for the suspension, unique wheels with a set of all-terrain tyres in the arches, a full-on light-bar up top to enhance the vehicle's off-road capability, and then finally the oh-so-1970s paintwork on the exterior.
Was Hyundai pleased with the transformation of the Ioniq 9?
Yes, definitely. Sean Gilpin, the chief marketing officer for Hyundai Motor North America, said: "Hyundai is more than proud to present the innovative Ioniq 9 off-road concept developed by BigTime at the 2025 SEMA show.
"Its aggressive lift, all-terrain tyres and rugged off-road design inspire both innovation and customisation - 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.”
And what about the guys at BigTime?
Jeremiah, the CEO of BigTime, added: "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.
"We believe all cars are cool, no matter what you drive. And bringing some elements from the off-road scene to the EV scene can hopefully inspire some future off-roaders.
"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.”
SEMA takes place from November 4-7 at the Las Vegas Convention Centre in the US. The Ioniq 9 BigTime will be displayed in the Future Tech Studio, a dedicated section of the event's Central Hall which is focused on EVs and other innovative technologies from across the automotive industry.