Hyundai Motor Company is redefining automotive design with the debut of its bold new concept car, INSTEROID, in Seoul, Korea. This visionary creation blends gaming aesthetics with deep customization, aiming to engage a new generation of drivers.
Built upon the success of the Hyundai INSTER—an electric sub-compact urban SUV that became a global sensation after its launch last year—INSTEROID takes sporty design and user experience to an entirely new level. With the INSTER already earning recognition as a top-three finalist for the 2025 World Car of the Year award, INSTEROID emerges as a daring ‘What if?’ design experiment.
Developed in secrecy by Hyundai Motor’s European design team, INSTEROID stays true to the essence of a concept car. Its name, a fusion of ‘INSTER’ and ‘STEROID,’ encapsulates its energetic, muscular presence and playful, high-performance spirit.
Much like the off-road-inspired INSTER CROSS derivate shown at INSTER’s debut in 2024, INSTEROID is another step in the hot-selling production model’s journey. Its mission is clear: to challenge conventions, create emotions and redefine what a sporty EV can be.
“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 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.”
More than just a car, INSTEROID represents a limitless vision of automotive innovation and imagination. It is engaging users on new levels of interaction through shape, light and sound.
“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.”
INSTEROID: Hyundai’s Gamified Concept Car Redefines Sporty Design
INSTEROID elevates the INSTER production model with an extended, widened body, track-optimized wheels, and aerodynamic enhancements like a wing spoiler, diffuser, and wheel arch air vents. Its stripped-down cockpit features bucket seats, a roll cage, and a customizable instrument cluster, embracing the motto: “Build it, play it, break it, repeat.”
Designed for an immersive driving experience, INSTEROID introduces Drift Mode for dynamic thrills, a unique sound signature, and interactive elements like the Beat House sound system and Message Grid. A bold white exterior with an orange highlight complements its lightweight lattice structures for optimized performance.
Hyundai also emphasizes sustainability, incorporating 3D knit fabric from recycled yarns in the interior, demonstrating its commitment to eco-conscious innovation.
INSTEROID Unveiled Ahead of Seoul Mobility Show
Hyundai Motor introduced INSTEROID at a media event in Seoul’s Seongsu neighborhood, culminating in a private Night Garage Party on April 1. Alongside INSTEROID, the INSTER and INSTER CROSS models were also showcased, with design experts on hand for discussions.
The event featured interactive gaming experiences, including a Hyundai-developed time attack game where players evolve INSTER into INSTEROID by collecting ‘steroid’ items. This game will be publicly available in April via a URL. Additionally, Hyundai announced the upcoming release of INSTEROID Kart in Kartrider Rush+, highlighting its growing presence in gaming.
INSTEROID will be on display at the Seoul Mobility Show from April 3-13 before making appearances at major auto events in Korea and Europe. Meanwhile, the INSTER lineup continues to expand globally, with plans for a 2025 rollout in select Asia-Pacific, Middle Eastern, and Latin American markets.
