Gaming-inspired concept vehicle showcases enhanced design elements and interactive features while serving as promotional platform for Hyundai's electric vehicle strategy.
01 Apr 2025 | 1226 Views | By Angitha Suresh
Hyundai Motor Company unveiled INSTEROID, a gaming-inspired concept car based on its electric INSTER SUV, at a launch event in Seoul on April 1, 2025. The concept will be displayed at the Seoul Mobility Show from April 3 to April 13.
The INSTEROID, whose name combines "INSTER" with "STEROID," ...
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Hyundai Motor Company unveiled INSTEROID, a gaming-inspired concept car based on its electric INSTER SUV, at a launch event in Seoul on April 1, 2025. The concept will be displayed at the Seoul Mobility Show from April 3 to April 13.
The INSTEROID, whose name combines "INSTER" with "STEROID," features an extended and widened body, track-optimized wheels, wing spoiler, diffuser, and wheel arch air vents. Inside, the vehicle includes bucket seats, a roll cage, and a specialized instrument cluster designed to create what Hyundai calls an immersive driving experience.
"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, in a statement.
The concept was created by Hyundai Motor's European design team and takes design cues from video games. It includes features like Drift Mode and an integrated Beat House sound system. The exterior is finished in soft white with a single orange highlight, while the interior incorporates 3D knit fabric made from recycled yarns.
Hyundai will also release a time attack-style game in April where players can collect "steroid" items that transform the INSTER into INSTEROID. The company revealed plans to release an INSTEROID Kart in the game "Kartrider Rush+," extending its partnerships in the gaming industry, which already include platforms like Roblox and ZEPETO.
The INSTER electric subcompact urban SUV, launched last year, has become a global hit and was a top three finalist for the 2025 World Car of the Year award. Initially released in Korea and Europe, Hyundai plans to expand distribution to markets in Asia-Pacific, Middle East, and Central and South America in 2025.
The INSTEROID serves as a halo model for the INSTER lineup and is part of Hyundai's strategy to appeal to younger consumers through gaming connections while boosting interest in its production electric vehicles.
Established in 1967, Hyundai Motor Company operates in over 200 countries with more than 120,000 employees. The company has been accelerating its transformation into what it calls a Smart Mobility Solution Provider, investing in technologies such as robotics and Advanced Air Mobility while pursuing sustainable transportation solutions through hydrogen fuel cell and electric vehicle technologies.