Hyundai Motor Company has unveiled its concept car, INSTEROID, in Seoul, Korea. The company states that INSTEROID embodies Hyundai Motor’s bold approach, merging gaming influences with extensive customization to captivate a new generation of drivers.
Crafted in secrecy by Hyundai Motor’s European design team, the INSTEROID is based on the Hyundai INSTER electric sub-compact urban SUV, which launched last year. INSTER was selected as a top three finalist for the 2025 World Car of the Year award, setting a solid foundation for this “What if?” project, noted officials in a press release.
“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.”
“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.”
Concept Car Has Sporty Styling and Eco-Conscious Materials
The INSTEROID features a sporty, gaming-inspired look that includes an extended, widened body, track-optimized wheels, and a prominent wing spoiler, diffuser and wheel arch air vents delivering advanced aerodynamics. Inside, the cockpit offers a stripped-down layout, bucket seats, a roll cage and a specialized instrument cluster creating an immersive driving experience.
Building upon INSTER’s charismatic design, INSTEROID aims to transform the driving experience with its Drift Mode, promising competitive thrills paired with light-hearted driving enjoyment, according to the press release.
To optimize performance and reduce overall weight, lightweight lattice structures are integrated. The exterior, finished in a soft white shade, is punctuated by a single bold orange highlight. Hyundai Motor says the INSTEROID also embodies its commitment to sustainability by pioneering innovative approaches to eco-conscious materials. The interior showcases 3D knit fabric crafted from recycled yarns, using a single-piece, made-to-measure process.
INSTEROID Revealed at Seoul Mobility Show
Hyundai Motor unveiled INSTEROID during a launch event for media and content creators at the Peaches D8NE(Dowon) cultural and retail space in Seoul’s Seongsu neighborhood, culminating with a private Night Garage Party on April 1. The exhibition space also featured INSTER and the rugged, outdoor-focused INSTER CROSS, allowing for discussions with product and design specialists.
A dedicated space was established at the event venue, allowing visitors to experience a variety of games featuring INSTEROID. One of these games, developed by Hyundai Motor, is a time attack-style challenge where players collect “steroid” items in INSTER, enabling the car to evolve into INSTEROID. This game will be unveiled to the public in April. Additionally, Hyundai Motor revealed the INSTEROID Kart, which will be released later as a tool in Kartrider Rush+.
Hyundai Motor’s Growing Partnerships in the Gaming Industry
Following successful ventures with platforms like Roblox and ZEPETO, this initiative aims to connect with younger audiences through authentic engagement. The concept car will be showcased from April 3–13 at the Seoul Mobility Show, offering the public a chance to experience this concept firsthand.
The company says the Hyundai INSTER has experienced high demand globally since its launch last year and continues to resonate with customers. Initially introduced in Korea and Europe, Hyundai Motor will further expand the rollout in 2025 to select markets across the Asia-Pacific, Middle East and Central and South America regions.