Hyundai Motor Company has unveiled its latest concept car, the INSTEROID, a radical reimagination of its successful INSTER electric sub-compact urban SUV. Revealed in Seoul, INSTEROID pushes the boundaries of automotive design by merging gaming aesthetics with extensive customisation, aimed at engaging a new generation of drivers.
Built as a bold “What if?” design project, INSTEROID takes inspiration from the INSTER, which has gained international acclaim, including being a top-three finalist for the 2025 World Car of the Year award. Unlike its production counterpart, INSTEROID embraces an aggressive, performance-driven design, marked by widened bodywork, aerodynamic enhancements, and motorsport-inspired elements such as track-optimised wheels and a prominent wing spoiler.
A High-Performance, Gamified Concept
INSTEROID draws influence from video game aesthetics, embodying a futuristic, stripped-down driving experience. The cockpit features bucket seats, a roll cage, and a digital instrument cluster designed to immerse drivers in a motorsport-inspired environment. Hyundai has also introduced a unique Drift Mode for an exhilarating driving experience, while interactive elements like the Beat House sound system and Message Grid allow for deeper driver interaction.
True to its gaming roots, Hyundai has developed an interactive game where players can evolve the INSTER into the INSTEROID by collecting “steroid” items. The game will be publicly available in April, further extending Hyundai’s engagement with the gaming community.
Sustainability Meets High-Tech Design
Hyundai has infused INSTEROID with eco-conscious innovations, featuring 3D knit fabric seats made from recycled yarn and lightweight lattice structures to optimise performance and reduce weight. The exterior sports a striking soft white finish with a bold orange accent, while a reflective race suit featuring INSTEROID branding ties the design to youth culture and gaming trends.
INSTEROID to Debut at Seoul Mobility Show
Following its exclusive unveiling at the Peaches D8NE venue in Seoul’s Seongsu district—complete with a ‘Night Garage Party’—INSTEROID will be showcased at the Seoul Mobility Show from April 3 to April 13. Hyundai plans to present the concept at major auto shows in Korea and Europe, using it to strengthen the brand’s image while fueling further excitement for the INSTER lineup.
Hyundai’s INSTER has already become a global success since its 2024 debut, and the company aims to expand its availability to new markets in Asia-Pacific, the Middle East, and Central and South America in 2025. With the INSTEROID concept, Hyundai signals its ambition to redefine sporty EVs, blending cutting-edge technology, bold aesthetics, and a new level of driver engagement.
