Hyundai unveiled its INSTEROID concept in Seoul overnight. Inspired by gaming aesthetics and personalisation trends, INSTEROID is intended to captivate a new generation of drivers.
The concept is based on Hyundai’s INSTER electric sub-compact urban SUV, which launched last year. The INSTER was recently named a top-three finalist for the 2025 World Car of the Year award.
Developed in secrecy by Hyundai Motor’s European design team, the name combines ‘INSTER’ with ‘STEROID’ to reflect its dynamic, muscular appearance and energetic spirit. It builds on the off-road-inspired INSTER CROSS variant unveiled in 2024.
“INSTEROID is about pushing boundaries and creating emotion,” said Simon Loasby, Senior Vice President and Head of Hyundai Design Center. “It’s not just about its striking looks, but also its sound and the feelings it evokes. We wanted to spark imagination and deliver pure driving fun.”
The concept has a track-focus with an extended, widened body, aerodynamic enhancements, and an aggressive stance. Features like a prominent wing spoiler, diffuser, and wheel arch air vents optimise aerodynamics. The cockpit follows a stripped-down, race-ready layout with bucket seats, a roll cage, and a specialised instrument cluster, enhancing the immersive driving experience.
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INSTEROID boasts a unique sound signature and an interactive interior. A Drift Mode promises both competitive thrills and lighthearted enjoyment, while features like the integrated Beat House sound system and Message Grid are intended to enhance driver engagement. The ‘Boost’ icon, found throughout the car, represents different driving personas.
Hyundai is also embracing gaming culture, featuring INSTEROID in an interactive time attack game launching in April. Players will collect ‘steroid’ items to evolve their INSTER into INSTEROID. Additionally, INSTEROID Kart will debut in ‘Kartrider Rush+’ as part of Hyundai’s growing presence in the gaming world.
