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Rev Up with INSTEROID: Hyundai’s Gaming-Inspired Concept Car Debuts in Seoul
Hyundai Motor Company has once again redefined automotive innovation with the unveiling of its cutting-edge concept car, INSTEROID. Showcased in Seoul, this futuristic electric vehicle (EV) merges gaming aesthetics with advanced customization to captivate a new generation of drivers. Designed by Hyundai’s European team, INSTEROID pushes the boundaries of sporty EV design, setting the stage for the future of performance-oriented electric mobility.
Hyundai INSTEROID – A Game-Inspired Masterpiece
INSTEROID is based on Hyundai’s successful INSTER, an electric sub-compact urban SUV that has gained global recognition. INSTER was recently nominated as a top-three finalist for the 2025 World Car of the Year, and INSTEROID builds on this legacy with a radical approach to electric performance. The concept car’s name combines ‘INSTER’ with ‘STEROID,’ emphasizing its enhanced power, agility, and dynamic design.
Hyundai’s European design team crafted INSTEROID in secrecy, blending racing-inspired elements with a gaming-infused aesthetic. It features an extended and widened body, aerodynamic enhancements such as a wing spoiler and diffuser, and track-optimized wheels. This concept car is more than just a vehicle; it represents a bold vision of the future, designed to evoke excitement and emotion in every aspect.
A Futuristic Interior for an Immersive Experience
Step inside the INSTEROID, and you’ll find a driver-centric cockpit that redefines the EV experience. The stripped-down interior features:
Adding to the multisensory experience, INSTEROID produces a unique sound signature, making every drive feel like an immersive journey. Features like Drift Mode elevate the driving experience, ensuring both competitive thrills and everyday enjoyment.
Eco-Conscious Innovation and Lightweight Performance
Hyundai Motor is committed to sustainability, and INSTEROID reflects this vision by incorporating eco-conscious materials. The interior showcases 3D knit fabric made from recycled yarns, produced through an innovative single-piece, made-to-measure process. Additionally, the car’s lightweight lattice structures improve aerodynamics while reducing overall weight, enhancing both efficiency and performance.
INSTEROID’s exterior sports a striking soft white finish accented by a bold orange highlight, making it an unmistakable presence on the road. Designed with both performance and sustainability in mind, this concept car perfectly balances futuristic styling with eco-friendly engineering.
Gaming and Automotive Fusion – Hyundai’s Bold Strategy
INSTEROID isn’t just about cutting-edge design; it represents Hyundai’s growing collaboration with the gaming industry. The brand has introduced an interactive gaming experience where players can upgrade their INSTER into an INSTEROID by collecting ‘steroid’ items. This game, set to launch publicly in April, demonstrates Hyundai’s push toward deeper engagement with younger audiences.
In addition, INSTEROID will make its way into ‘Kartrider Rush+’ as a high-performance kart, reinforcing Hyundai’s presence in the digital entertainment world. Following successful ventures with platforms like Roblox and ZEPETO, Hyundai continues to bridge the gap between gaming and automotive culture.
INSTEROID’s Global Impact and Future Rollout
The concept car made its public debut at the Seoul Mobility Show (April 3-13, 2025), offering visitors a firsthand look at Hyundai’s vision for future mobility. INSTEROID will serve as the flagship model for the INSTER lineup, generating excitement at major auto events across Korea and Europe.
Meanwhile, the INSTER production model continues to experience strong demand worldwide. Initially launched in Korea and Europe, Hyundai plans to expand its rollout to key markets in the Middle East, Asia-Pacific, Central, and South America by 2025. As a city-friendly, stylish, and performance-oriented electric SUV, INSTER remains a top choice for eco-conscious drivers.
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