Hyundai Motor Company has taken the wraps off its latest design concept, INSTEROID, a radical reinterpretation of electric urban mobility inspired by gaming culture and deep customization. Revealed at an event in Seoul, INSTEROID builds on the success of the award-nominated INSTER electric SUV, pushing design boundaries and connecting with a younger generation of drivers through immersive interaction.
Merging “INSTER” with “STEROID,” the concept’s name captures its amplified, muscular aesthetic and its mission to challenge the norms of EV design. Developed secretly by Hyundai’s European design team, INSTEROID is more than a car—it’s a multisensory experience. It showcases track-ready styling, an ultra-lightweight body, and a stripped-down cockpit with bucket seats, a roll cage, and a customizable driver interface.
Gamified features include Drift Mode, the Beat House sound system, and a Message Grid, enhancing the driver’s connection with the vehicle. Recycled 3D-knit fabrics, single-piece construction, and lattice frame integration highlight Hyundai’s continued commitment to eco-conscious design.
Hyundai also announced digital gaming tie-ins, including a browser-based time-attack game where players collect ‘steroid’ items to evolve INSTER into INSTEROID, launching in April. In addition, the INSTEROID Kart will join the popular Kartrider Rush+ racing game.
Simon Loasby, SVP and Head of Hyundai Design Center, said, “INSTEROID is a celebration of pure fun and unrestrained creativity. It’s about igniting emotion, imagination, and engagement—visually, sonically, and experientially.”
Unveiled alongside INSTER and INSTER CROSS at the Peaches D8NE venue in Seoul, the INSTEROID experience will be open to the public at the Seoul Mobility Show from April 3–13, followed by global appearances in key markets across Europe, Asia-Pacific, and the Americas.
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