Hyundai Unveils Visionary Concept Car INSTEROID in Seoul

Seoul, South Korea- Hyundai Motor Company., a multinational automotive manufacturer, has once again pushed the boundaries of automotive design with the unveiling of its visionary concept car, INSTEROID, in Seoul, South Korea. This bold design takes Hyundai’s innovative spirit to new heights, blending gaming influences with extensive customization to create a car that resonates with a new generation of drivers.

Building on the success of the Hyundai INSTER, a popular electric sub-compact urban SUV launched last year, INSTEROID is designed to challenge conventions and redefine what a sporty EV can be. The INSTER model gained significant acclaim, including being a top three finalist for the 2025 World Car of the Year award, establishing a strong foundation for this radical ‘What if?’ project.

INSTEROID’s name merges the playful essence of ‘INSTER’ with the dynamic energy of ‘STEROID’, capturing its spirited nature and muscular aesthetic. Developed in secrecy by Hyundai’s European design team, the concept car is a step beyond the already successful INSTER, offering a more extreme, performance-oriented version with cutting-edge features.

The sporty, gaming-inspired design of INSTEROID is evident in its extended, widened body and track-optimized wheels, with a prominent wing spoiler, diffuser, and wheel arch air vents that deliver enhanced aerodynamics. The interior design reflects a stripped-down, customizable cockpit, featuring bucket seats, a roll cage, and a specialized instrument cluster that amplifies the immersive driving experience. Every component of the car is adjustable, embracing a “Build it, play it, break it, repeat” mentality, perfect for those seeking an engaging, personalized ride.

INSTEROID also delivers a multisensory experience, including a unique sound signature that ensures an unforgettable impression. One of the standout features is the Drift Mode, designed to provide competitive thrills and enjoyable driving dynamics. Playful details like the Beat House sound system and Message Grid allow for personalized interactions, further enhancing the emotional connection between driver and car. The Boost icon, integrated throughout the design, represents unique personas, emphasizing the deep bond between the car and its driver.

In terms of sustainability, INSTEROID highlights Hyundai’s commitment to eco-consciousness, utilizing innovative materials like 3D knit fabric crafted from recycled yarns. The single-piece, made-to-measure process ensures minimal waste, reinforcing Hyundai’s dedication to reducing the environmental impact of vehicle production.

The unveiling of INSTEROID at the Peaches D8NE cultural and retail space in Seoul's Seongsu neighborhood, coupled with a private ‘Night Garage Party’, marked a major milestone for the brand. A dedicated exhibition space allowed visitors to engage with interactive games, including a time-attack challenge that enables players to evolve the INSTER into the INSTEROID by collecting 'steroid' items in the game. Hyundai also revealed the INSTEROID Kart, which will be released for use in the popular game ‘Kartrider Rush+’. This gamification strategy underscores Hyundai’s increasing engagement with the gaming community and aims to connect with younger, tech-savvy audiences.

Hyundai’s growing partnership with platforms like Roblox and ZEPETO further reflects its commitment to connecting with a new generation of consumers. Through these interactive initiatives, Hyundai is building a stronger bond with the gaming community, offering more authentic and dynamic experiences.

The concept car will be displayed at the Seoul Mobility Show from April 3 to April 13, giving the public an exclusive opportunity to experience this innovative design firsthand. INSTEROID is not just a concept car but a halo model for the INSTER lineup, serving to reinforce Hyundai’s refreshed brand image while generating heightened interest in the INSTER series.

Since its debut, the Hyundai INSTER has seen high global demand, quickly becoming a favorite among drivers worldwide. Following its successful introduction in Korea and Europe, Hyundai plans to expand its availability to select markets in Asia-Pacific, the Middle East, and Central and South America in 2025.

As Hyundai continues to innovate in the automotive and gaming spaces, INSTEROID is poised to leave a lasting impact on the automotive industry, offering a bold glimpse into the future of electric vehicles and consumer engagement.

Mr. Simon Loasby, Senior Vice President and Head of Hyundai Design Center. “INSTEROID is a celebration of pure fun – a journey where we explored new ways to ignite emotion and imagination in every detail. It’s not just about how it looks, but also how it sounds and how it makes you feel. From its bold visual language to the immersive sound experience, it’s a concept that invites everyone to dream a little louder and smile a little longer.”

More than just a car, INSTEROID represents a limitless vision of automotive innovation and imagination. It is engaging users on new levels of interaction through shape, light and sound.

Mr. Eduardo Ramírez, Chief Designer at Hyundai Design Europe, said, “INSTEROID represents a modern take on the idea of a dream car. It is designed to inspire and create enthusiasm. This project allowed us to fully embrace unrestrained creativity, drawing inspiration from video games to create an emotional and engaging vision of Hyundai’s brand.”