SEOUL, April 1, 2025 – Hyundai Motor Company has officially unveiled its groundbreaking concept car, Hyundai INSTERIOD, in Seoul, Korea. This futuristic vehicle pushes the boundaries of automotive design, blending gaming culture with high-performance customization to captivate modern drivers.
Hyundai INSTERIOD: A Bold Evolution
Based on the popular Hyundai INSTER, an electric sub-compact SUV that gained worldwide recognition, Hyundai INSTERIOD takes its design to the next level. With INSTER’s reputation cemented by its nomination as a top-three finalist for the 2025 World Car of the Year award, INSTERIOD emerges as a daring ‘What if?’ project, reshaping sporty EV concepts.
Designed in secrecy by Hyundai Motor’s European team, Hyundai INSTERIOD embodies a fusion of creativity and performance. Moreover, the name combines ‘INSTER’ with ‘STEROID,’ reflecting its muscular build and high-energy design.
Hyundai INSTERIOD: A Sporty and Immersive Experience
Much like the off-road-inspired INSTER CROSS variant, Hyundai INSTERIOD redefines sporty electric vehicles. It challenges conventional norms and elevates the driving experience with its striking aesthetics and interactive elements.
“Hyundai INSTERIOD is a celebration of pure fun – a journey where we explored new ways to ignite emotion and imagination,” 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.”
Eduardo Ramírez, Chief Designer at Hyundai Design Europe, added, “This project allowed us to embrace creativity fully. We drew inspiration from video games to create an emotional and engaging vision of Hyundai’s brand.”
Gamified Design and Eco-Conscious Innovation
Hyundai INSTERIOD pushes the boundaries of performance with its widened body, track-optimized wheels, and aerodynamic enhancements, including a prominent wing spoiler, diffuser, and air vents.
Inside, the stripped-down cockpit features bucket seats, a roll cage, and a specialized instrument cluster. A fully adjustable driving setup reflects its garage-built, hands-on philosophy: “Build it, play it, break it, repeat.” Adding to the immersive experience, Hyundai INSTERIOD gets a unique sound signature, making every drive memorable.
The vehicle also introduces Drift Mode, delivering a thrilling yet enjoyable driving experience. Features like the Beat House sound system and Message Grid enable personal interactions, deepening the driver’s connection with the car. The Boost icon scattered throughout the design represents the vehicle’s dynamic personas.
To enhance performance and reduce weight, Hyundai incorporated lightweight lattice structures into Hyundai INSTERIOD. The exterior, finished in a soft white shade with bold orange highlights, creates a striking visual impact. The accompanying reflective race suit further blends car culture with youthful expression.
Sustainability remains a priority, with the interior featuring 3D knit fabric crafted from recycled yarns using a single-piece, made-to-measure process.
Hyundai INSTERIOD Generates Buzz Ahead of Seoul Mobility Show
Hyundai debuted Hyundai INSTERIOD at an exclusive event in Seoul’s Peaches D8NE cultural hub, followed by a private ‘Night Garage Party.’ The event also displayed the INSTER and INSTER CROSS models, allowing attendees to interact with design specialists.
A dedicated gaming space featured an interactive experience where players transformed INSTER into Hyundai INSTERIOD by collecting ‘steroid’ items. Hyundai will launch this game publicly in April, accessible via a direct URL without the need of app downloads. Additionally, Hyundai INSTERIOD Kart will be introduced in ‘Kartrider Rush+.’
With Hyundai’s expanding presence in gaming, including collaborations with platforms like Roblox and ZEPETO, this initiative strengthens its engagement with younger audiences.
Visitors can experience Hyundai INSTERIOD at the Seoul Mobility Show from April 3 to April 13. As a flagship model for the INSTER lineup, this concept car is set to leave a lasting impression in key markets, including Korea and Europe.
Hyundai INSTER continues to witness high global demand, with further expansion planned across the Asia-Pacific, Middle East, and Central and South America in 2025.
