Hyundai Motor Company continues to push the boundaries of automotive design with the unveiling of its visionary design concept car, INSTEROID, today in Seoul, Korea. INSTEROID embodies Hyundai Motor's bold approach, merging gaming influences with extensive customization to captivate a new generation of drivers.

Link to INSTEROID unveiling video

Based on the successful Hyundai INSTER electric sub-compact urban SUV, which launched last year and quickly became a global hit, INSTEROID takes the concept of sporty design and user experience to new heights. INSTER's acclaim, including its selection as a top three finalist for the 2025 World Car of the Year award, sets a solid foundation for this radical 'What if?' project.

Crafted in secrecy by Hyundai Motor's European design team, INSTEROID is a true concept car. Its name cleverly fuses the playful essence of 'INSTER' with the dynamic energy of 'STEROID', reflecting its spirited nature and muscular look.

Much like the off-road-inspired INSTER CROSS derivate shown at INSTER's debut in 2024, INSTEROID is another step in the hot-selling production model's journey. Its mission is clear: to challenge conventions, create emotions and redefine what a sporty EV 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 Center. "It's not just about how it looks, but also how it sounds and how it 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."