Hyundai has officially introduced the INSTER, a striking new addition to the all-electric small SUV segment. Designed with a bold aesthetic, versatile interior, and cutting-edge technology, the INSTER aims to captivate a diverse audience. Hyundai’s latest marketing campaign, “Are you in?”, highlights the vehicle’s appeal to Gen Z and Empty Nesters, two distinct demographics united by their pursuit of new beginnings.
A Campaign That Resonates Across Generations
Gen Z, known for its cultural influence and independent spirit, is stepping into adulthood with fresh choices and exciting opportunities. Meanwhile, Empty Nesters are entering a transformative phase of life, embracing newfound freedom and possibilities. The INSTER’s campaign leverages this shared sense of adventure, emphasizing that Hyundai’s latest EV is built for those who are “all-in” on their next journey.
“Our INSTER launch campaign is not just about introducing a car—it’s about embracing change and inspiring new beginnings,” said Laura Rathai, Vice President Marketing at Hyundai Motor Europe. “The INSTER is a statement of innovation, individuality, and forward-thinking mobility.”
Innovative Pre-Launch and Cultural Collaborations
Hyundai’s “Are you in?” campaign is as dynamic as the INSTER itself. A series of pre-launch and launch activities have been tailored to automotive enthusiasts and cultural tastemakers, offering a blend of automotive showcases, roadshows, and immersive experiences.
Insterstudios: A Creative Hub on Wheels
The Insterstudios campaign transformed an INSTER into a mobile creative space for producing music and entertainment content. The first collaboration featured renowned South Korean singer-songwriter Sogumm and European DJ Seinfeld, who joined forces to create exclusive musical content, reinforcing the INSTER’s role as a cultural bridge.
A Star at Amsterdam Fashion Week
The INSTER made a high-profile appearance at Amsterdam Fashion Week 2024, where it played a pivotal role in events across the city. The campaign was prominently displayed at select venues, and the vehicle even powered a DJ booth at an exclusive opening dinner attended by designers and influencers. Additionally, the INSTER was featured in a fashion show promoting circular economy clothing, emphasizing Hyundai’s commitment to sustainability.
Expanding Hyundai’s Electrified Future
The INSTER’s impact extends beyond its stylish presence—it represents Hyundai’s vision for accessible and sustainable EV technology. The model is available in multiple configurations, offering 42 kWh and 49 kWh battery options, with zero CO2 emissions (WLTP-certified). Its practical range and efficiency make it a compelling choice for city dwellers and adventure seekers alike.
Pan-European collaborations with content creators and influencers continue to build a distinctive cultural ecosystem around the INSTER. Through authentic storytelling and visually compelling content, Hyundai showcases real people embracing the INSTER as part of their everyday journeys.
With the launch of the INSTER, Hyundai is not just delivering an all-electric small SUV—it’s redefining mobility for a new generation of drivers. Whether you’re stepping into adulthood or embracing a new chapter in life, the INSTER is ready to take you there.
