Hyundai Motor Company is pushing the boundaries of automotive design with the debut of its bold new concept car, INSTEROID, unveiled today in Seoul, Korea. Drawing inspiration from gaming culture and built with maximum customization in mind, INSTEROID represents Hyundai’s vision for the next generation of electric vehicles—where emotion, performance, and play intersect.
A Radical Evolution of the INSTER
INSTEROID builds upon the success of the Hyundai INSTER, the all-electric subcompact urban SUV that launched last year to global acclaim. The INSTER’s widespread popularity—highlighted by its nomination as a finalist for the 2025 World Car of the Year—sets the stage for this provocative design study.
“INSTEROID is a celebration of pure fun – a journey where we explored new ways to ignite emotion and imagination in every detail,” said Simon Loasby, Senior Vice President and Head of Hyundai Design Center. “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.”
Conceived by Hyundai’s European design team and developed in secrecy, INSTEROID is more than a concept—it’s a statement. Its name, a fusion of “INSTER” and “STEROID,” reflects its amped-up personality and muscular stance.
Following the rugged INSTER CROSS, which debuted alongside the INSTER in 2024, INSTEROID continues the evolution of Hyundai’s compact EV lineup. Designed to challenge conventions, it delivers a powerful blend of sportiness, style, and digital-age attitude.
“INSTEROID represents a modern take on the idea of a dream car. It is designed to inspire and create enthusiasm,” said Eduardo Ramírez, Chief Designer at Hyundai Design Europe. “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.”
A High-Performance Look and Feel
With its widened body, aerodynamic wing spoiler, aggressive diffuser, and race-ready wheels, INSTEROID takes the INSTER’s foundation and amplifies it with track-inspired design. Integrated wheel arch air vents and a bold stance emphasize performance and presence.
Inside, the stripped-down cockpit features racing bucket seats, a roll cage, and a minimalist instrument cluster, all designed to deliver a driver-focused, immersive experience. Every component is customizable—true to the spirit of its mantra: “Build it, play it, break it, repeat.” Complementing its edgy design, INSTEROID also features a unique, futuristic sound signature for a full sensory impact.
INSTEROID introduces Drift Mode for playful, competitive driving, while features like the Beat House sound system and Message Grid personalize the ride. The Boost icon, found throughout the car, reflects multiple user personas and emphasizes emotional connectivity between the driver and machine.
To enhance performance and reduce weight, Hyundai incorporates lightweight lattice structures. The clean, soft white exterior contrasts with a bold orange accent, making a sharp visual statement. Tying it all together is a reflective race suit emblazoned with INSTEROID branding—fusing motorsport aesthetics with streetwear culture.
Sustainability Meets Style
INSTEROID also showcases Hyundai’s commitment to sustainability through innovative materials. The cabin features 3D-knitted fabric made from recycled yarns, crafted as single, made-to-measure pieces—highlighting how futuristic design can align with environmental responsibility.
Gaming and Culture Collide in Seoul
The INSTEROID reveal took place at Peaches D8NE (Dowon), a cultural hotspot in Seoul’s Seongsu neighborhood, where Hyundai hosted a launch event for media and creators. The celebration culminated in an exclusive “Night Garage Party” on April 1.
Alongside INSTEROID, visitors experienced the original INSTER and INSTER CROSS, and had the chance to engage directly with Hyundai designers and product experts. A dedicated gaming zone let attendees try out new titles, including a Hyundai-developed time attack game where players collect “steroid” items to transform the INSTER into INSTEROID. The game, launching online in April, will be playable via browser—no app required.
Also unveiled was the INSTEROID Kart, which will debut later in the hit racing game Kartrider Rush+, underscoring Hyundai’s expanding presence in the gaming world. Following successful collaborations with Roblox and ZEPETO, these ventures further strengthen Hyundai’s connection with younger, digitally native audiences.
Setting the Stage at the Seoul Mobility Show
INSTEROID will be on display at the Seoul Mobility Show from April 3 to 13, giving the public a first-hand look at the concept car. As the halo vehicle of the INSTER lineup, it will headline key automotive events in Korea and Europe, elevating Hyundai’s brand image and driving renewed interest in the INSTER.
The original INSTER continues to see strong global demand since its launch, with Hyundai planning to expand availability in 2025 to selected markets across the Asia-Pacific, Middle East, and Central and South America regions
