Hyundai Unveils INSTEROID Concept Car: A Futuristic Fusion of Gaming, Sporty Design, and EV Innovation
Hyundai Motor Company has unveiled its revolutionary concept vehicle, INSTEROID, in Seoul, South Korea—marking a bold new chapter in electric vehicle (EV) design. Blending gaming culture with radical personalisation, INSTEROID targets a new generation of tech-savvy, emotionally driven drivers.
Evolving from the acclaimed Hyundai INSTER—a compact electric SUV launched last year and quickly gained global popularity—INSTEROID expands upon INSTER’s success and cutting-edge aesthetics. With INSTER named a top three finalist for the 2025 World Car of the Year, Hyundai has built a strong foundation for this imaginative “What if?” project.
Developed in secrecy by Hyundai’s European design team, INSTEROID is a pure concept vehicle. Its name combines ‘INSTER’ and ‘STEROID’, symbolising its exaggerated, muscular character and energetic spirit.
Building on the momentum of the INSTER CROSS, revealed during the 2024 INSTER debut, INSTEROID continues to challenge conventions. It redefines what a sporty EV can be—visually striking, emotionally engaging, and fun to drive.
“INSTEROID is all about celebrating joy and sparking imagination,” said Simon Loasby, Senior Vice President and Head of Hyundai Design Centre. “It’s designed to create emotion—not just through how it looks, but how it feels and sounds.”
More than a car, INSTEROID is an interactive design experience that engages users through shape, light, sound, and an immersive interface.
“This is our modern dream car,” added Eduardo Ramírez, Chief Designer at Hyundai Design Europe. “Drawing from gaming culture, we embraced total creative freedom to craft an emotional and compelling expression of the Hyundai brand.”
