Experience the Thrill of INSTEROID: Hyundai’s Gaming-Inspired Concept Car Debuts in Seoul
Hyundai Motor Company continues to redefine automotive design with the unveiling of its groundbreaking concept car, INSTEROID, today in Seoul, Korea. This visionary model merges gaming aesthetics with extensive customization, capturing the imagination of a new generation of drivers.
Based on the widely successful Hyundai INSTER, an electric sub-compact urban SUV launched last year, INSTEROID elevates sporty design and user experience to new heights. The INSTER’s strong global reception—including being a top three finalist for the 2025 World Car of the Year award—sets the stage for this bold ‘What if?’ design experiment.
Crafted in secrecy by Hyundai Motor’s European design team, INSTEROID is a pure concept vehicle. Its name blends ‘INSTER’ with ‘STEROID,’ symbolizing its amplified energy and muscular stance. Like the off-road-inspired INSTER CROSS, revealed alongside INSTER in 2024, INSTEROID continues the brand’s journey of pushing boundaries. It aims to challenge conventions, evoke emotions, and redefine the concept of a sporty EV.
A Celebration of Innovation and Emotion
“INSTEROID is about pure fun—it’s an exploration of how to spark emotion and imagination in every detail,” said Simon Loasby, Senior Vice President and Head of Hyundai Design Center. “Beyond its striking aesthetics, it’s about how it sounds and makes you feel. With its bold design language and immersive sound experience, this concept invites everyone to dream bigger and smile longer.”
Here’s the: Link to the INSTEROID unveiling video
More than just a car, INSTEROID represents Hyundai’s limitless vision of automotive creativity. By integrating elements of shape, light, and sound, it offers a new level of driver interaction.
“INSTEROID reimagines the dream car concept, designed to inspire and excite,” added Eduardo Ramírez, Chief Designer at Hyundai Design Europe. “This project embraced unrestrained creativity, drawing inspiration from video games to create an emotionally engaging vision of Hyundai’s brand.”
Gamified Design with Sporty, Eco-Conscious Features
Taking the INSTER to the next level, INSTEROID features a widened body, track-ready wheels, a large wing spoiler, diffuser, and air vents—all enhancing aerodynamics. Inside, the cockpit delivers an immersive experience with bucket seats, a roll cage, and a specialized instrument cluster. Every element is customizable, aligning with the ‘Build it, play it, break it, repeat’ philosophy of a garage-built machine.
A unique sound signature further enhances the multisensory experience, leaving a lasting impression. INSTEROID also introduces a Drift Mode for an exhilarating driving experience. Playful details like the integrated Beat House sound system and Message Grid allow for personalized interactions, strengthening the emotional connection between car and driver. The Boost icon, located throughout the design, represents multiple personas, reinforcing this connection.
To enhance performance and reduce weight, lightweight lattice structures are seamlessly integrated. The exterior, finished in soft white with a striking orange accent, makes a bold visual statement. The concept extends beyond the car itself, with a reflective race suit featuring prominent INSTEROID branding, merging car culture with youthful expression.
INSTEROID also highlights Hyundai’s commitment to sustainability, incorporating eco-friendly materials such as 3D knit fabric made from recycled yarns, using a seamless, made-to-measure process.
Launch Event and Gaming Integration
Hyundai introduced INSTEROID at a special event for media and content creators at Peaches D8NE in Seoul’s Seongsu district, culminating in a private ‘Night Garage Party’ on April 1. The exhibition also showcased the INSTER and the rugged INSTER CROSS, with opportunities for attendees to engage with product and design specialists.
A dedicated gaming space at the venue allowed visitors to experience INSTEROID in various video games. One highlight was a time-attack challenge developed by Hyundai, where players collect ‘steroid’ items in INSTER to evolve into INSTEROID. This game will be available to the public in April via a URL, eliminating the need for app downloads. Additionally, Hyundai introduced the INSTEROID Kart, set to debut later in ‘Kartrider Rush+.’
This initiative reflects Hyundai’s deepening engagement with the gaming industry, following successful collaborations with platforms like Roblox and ZEPETO. Through these partnerships, Hyundai aims to connect with younger audiences in innovative ways.
Public Showcase and Global Expansion
INSTEROID will be on display at the Seoul Mobility Show from April 3 to April 13, offering the public a firsthand look at this innovative concept. As a halo model for the INSTER lineup, it will make a lasting impact at major automotive events in Korea and Europe, strengthening Hyundai’s brand presence while boosting interest in the INSTER.
The Hyundai INSTER continues to experience strong global demand since its launch. Initially introduced in Korea and Europe, Hyundai plans to expand its availability in 2025 to select markets across Asia-Pacific, the Middle East, and Central and South America.
Also Read: Hyundai INSTER Among ‘Top 3’ Finalists at 2025 World Car Awards
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