Hyundai Motor Company today unveiled its eye catching INSTEROID concept at Peaches in Seongsu, Seoul, and we had the pleasure to attend the event and take a look to this beautiful machine. Enjoy the photo gallery of this bold and futuristic vehicle with extensive customization that wants to captivate a new generation of drivers.
A New Evolution of Hyundai’s INSTER
Based on the globally acclaimed Hyundai INSTER, an electric sub-compact urban SUV that debuted last year, INSTEROID elevates the sporty design and user experience to an unprecedented level. The INSTER, which quickly gained worldwide popularity and was named a top-three finalist for the 2025 World Car of the Year award, provides a solid foundation for this cutting-edge concept.
Crafted in secrecy by Hyundai Motor’s European design team, INSTEROID is a pure concept car. The name cleverly combines the playful spirit of ‘INSTER’ with the dynamic energy of ‘STEROID,’ symbolizing its bold, muscular, and expressive design.
A Radical Step Forward in Sporty EV Design
INSTEROID builds upon the off-road-inspired INSTER CROSS, which was introduced in 2024, continuing the production model’s journey. Designed to challenge conventions, stir emotions, and redefine the sporty EV segment, INSTEROID is a glimpse into the future of high-performance electric vehicles.
“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 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 an automobile, INSTEROID represents an ambitious leap into the limitless potential of automotive innovation. It engages users through shape, light, and sound, redefining interaction between driver and machine.
“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.”
Gamified Design Meets Advanced Performance
INSTEROID enhances the INSTER production model with sportier, gaming-inspired features, including an extended, widened body, track-optimized wheels, a prominent wing spoiler, diffuser, and wheel arch air vents for improved aerodynamics.
Inside, the cockpit features a stripped-down layout with bucket seats, a roll cage, and a specialized instrument cluster, creating an immersive driving experience. Its adjustable components reflect the hands-on, user-centered spirit of a garage-built machine aligned with the “Build it, play it, break it, repeat” philosophy.
INSTEROID’s Drift Mode offers thrilling driving dynamics, blending competition with pure fun. Additional playful elements, such as the Beat House sound system and Message Grid, allow for personalized interactions, making every drive uniquely engaging.
Lightweight lattice structures are integrated to optimize performance and reduce overall weight. The exterior, finished in a soft white hue with a bold orange highlight, creates a striking visual identity. Completing the look, a reflective race suit with bold INSTEROID lettering embodies the fusion of car culture and youthful expression.
Hyundai’s Commitment to Sustainable Innovation
INSTEROID incorporates eco-conscious materials, further reinforcing Hyundai Motor’s sustainability commitment. The interior features 3D knit fabric made from recycled yarns, produced using an efficient single-piece, made-to-measure process.
INSTEROID Generates Excitement at Seoul Mobility Show
INSTEROID made its debut at a media and content creator event held at Peaches D8NE in Seoul’s Seongsu neighborhood, culminating in an exclusive ‘Night Garage Party’ on April 1. The exhibition also featured the INSTER and the rugged INSTER CROSS, giving attendees a chance to interact with Hyundai’s design specialists.
A dedicated event space allowed visitors to explore INSTEROID through interactive gaming experiences. Hyundai Motor developed a time attack-style game where players collect ‘steroid’ items to transform an INSTER into an INSTEROID. The game will be publicly available in April via an accessible URL, eliminating the need for app downloads. Additionally, Hyundai announced the INSTEROID Kart, which will debut in ‘Kartrider Rush+’ later this year.
This initiative is part of Hyundai’s expanding collaborations within the gaming industry, following successful ventures with Roblox and ZEPETO to connect with younger audiences through authentic digital engagement.
Public Debut and Global Expansion
The INSTEROID concept will be showcased at the Seoul Mobility Show from April 3 to April 13, allowing the public to experience this visionary model firsthand. Serving as a halo model for the INSTER lineup, INSTEROID is poised to make a lasting impact at major auto events across Korea and Europe.
Meanwhile, the INSTER’s global expansion continues, with high demand leading to an expanded rollout in 2025 across Asia-Pacific, the Middle East, and Central and South America.
