Hyundai has released its first tuner concept for the 2017 SEMA show that opens on October 31. The car you see here is the Rockstar Energy Moab Extreme Off-roader Santa Fe Sport Concept, to give it its full name.

Energy drink brand Rockstar designed the concept to be able to withstand the ultimate demands of extreme off-roading in Moab, Utah, considered one of the world’s most challenging off-road regions.

“The Rockstar Energy Moab Extreme Concept was specifically designed to withstand the extraordinary demands of Moab off-road terrain. 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,” said Nic Ashby from Rockstar marketing.

Looks mean, doesn’t it? Plenty has been done to the normally family-friendly Hyundai SUV, as listed below.

GALLERY: Hyundai Santa Fe’s Antarctic expedition