Hyundai Motor Company has once again demonstrated its flair for pushing the boundaries of automotive design, unveiling its latest concept car — the audacious and imaginative INSTEROID — in Seoul, South Korea. This eye-catching creation merges cutting-edge customisation with gaming-inspired aesthetics, capturing the imagination of a new generation of drivers.
Based on the hugely successful Hyundai INSTER, a compact all-electric urban SUV that launched to global acclaim in 2024, INSTEROID represents a radical leap forward. With INSTER already a finalist for the prestigious 2025 World Car of the Year award, the foundation was set for Hyundai’s design team to ask, “What if?”
Designed in secret by Hyundai Motor’s European design division, INSTEROID is every inch a true concept car. Its name cleverly combines the playful charm of ‘INSTER’ with the dynamic energy of ‘steroid’, reflecting both its muscular stance and amplified spirit.
Following on from the off-road-inspired INSTER CROSS, revealed alongside the INSTER in 2024, INSTEROID continues the story — but with a sharper, more emotional twist. Its mission? To challenge convention, provoke emotion, and redefine what a sporty electric vehicle 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 Centre. “It’s not just about how it looks, but how it makes you feel — from its bold design to its immersive sound experience. This is a concept that invites you to dream louder and smile longer.”
Far more than just a show car, INSTEROID represents Hyundai’s unbounded vision for the future, engaging users on a multi-sensory level through design, lighting, and sound.
“INSTEROID is a modern reimagining of the dream car – a concept designed to inspire and spark enthusiasm,” said Eduardo Ramírez, Chief Designer at Hyundai Design Europe. “This project gave us total creative freedom, drawing heavily from gaming culture to craft an emotional, engaging interpretation of Hyundai’s identity.”
INSTEROID builds on the charismatic design of the INSTER, enhancing its form with sporty and gaming-influenced details. The concept boasts a wider, more aggressive stance, complete with track-optimised wheels, an oversized rear spoiler, diffuser, and aerodynamic air vents. These elements aren’t just for show — they deliver tangible performance benefits, reflecting the car’s track-ready attitude.
Step inside and it’s clear that INSTEROID is built for immersion. The stripped-back cockpit features racing-style bucket seats, a roll cage, and a purpose-built instrument cluster, all tailored to create a visceral, user-centric driving experience. Everything is adjustable and designed with a “Build it, play it, break it, repeat” ethos in mind — capturing the spirit of a garage-built passion project.
Adding to the multi-sensory appeal, INSTEROID generates a distinctive sound signature, leaving a lasting auditory impression. Its Drift Mode promises dynamic driving thrills, paired with a light-hearted sense of fun, while quirky touches such as the Beat House sound system and Message Grid allow for playful, personal interaction between driver and car.
The Boost icon, integrated throughout the design, reflects multiple unique driver personas, strengthening the emotional connection between human and machine. The use of lightweight lattice structures optimises performance while reducing weight, and the exterior — finished in a soft white with a single vivid orange accent — makes a bold and unmistakable visual statement. Completing the package is a reflective race suit adorned with INSTEROID branding, underlining the fusion of automotive design and youthful streetwear culture.
Hyundai’s commitment to sustainability also shines through. The interior features eco-conscious materials such as 3D-knit fabric made from recycled yarns, crafted through a bespoke, single-piece process.
INSTEROID made its debut during a special media and influencer event at Peaches D8NE(Dowon), a cultural and retail space in Seoul’s trendsetting Seongsu district. The unveiling culminated in a private Night Garage Party on 1 April 2025, where guests also had the chance to view the original INSTER and the rugged INSTER CROSS alongside the futuristic new concept.
Following a successful 2024 debut, the INSTER continues to enjoy high demand worldwide. Having already launched in Korea and Europe, Hyundai plans to roll out the model to select markets across Asia-Pacific, the Middle East, and Central and South America throughout 2025. With INSTEROID, Hyundai doesn’t just offer a glimpse into the future of mobility — it invites us to reimagine what driving can feel like when creativity, emotion, and technology come together without limits.
