Hyundai Presents Game-Inspired Concept Car INSTEROID in Seoul

Hyundai Motor Company has officially revealed its latest concept vehicle, INSTEROID, at a special event in Seoul, South Korea. Developed with inspiration drawn from the world of gaming, INSTEROID serves as a showcase of Hyundai's creative direction in future mobility design and targets a new generation of tech-savvy users.

Designed With Gaming Culture in Mind

The concept car, according to the company, draws directly from digital gaming environments, aiming to resonate with younger audiences. INSTEROID is based on the platform of the electric INSTER, which is expected to be launched in Turkey soon. While INSTER serves as the base, INSTEROID extends the design language with a more muscular build and distinctive performance elements. Designed by the Hyundai Europe Design Center, the vehicle merges the playful spirit of the INSTER with what the brand calls “STEROID energy,” culminating in a bolder visual identity.

Aesthetic Similarities With INSTER Cross

Visually, INSTEROID bears similarities to the INSTER Cross variant but moves beyond with more aggressive styling cues. The widened body, track-optimized wheels, and pronounced aerodynamic parts such as rear diffusers and wing spoilers are all tailored to enhance on-road presence and airflow efficiency. The concept is intended to express what the company refers to as “a vision of automotive imagination,” blending form and innovation through design, light, and sound.

Minimalist Interior With Racing Influence

Inside, INSTEROID takes on a minimalist approach while referencing the aesthetics of racing vehicles. The cockpit features racing-style bucket seats, safety bars, and a specialized instrument panel typical of track cars. A virtual sound system has been integrated into the design to support a more immersive driving experience, helping to replicate the sensory environment of gaming.

Enhanced Customization Options

INSTEROID also includes several interactive elements that allow users to personalize the driving experience. Features like the “Drift” mode, an embedded “Beat House” sound system, and the dynamic “Message Grid” allow for high user engagement. A visual element called the “boost” symbol is scattered throughout the design, symbolizing an emotional connection between driver and vehicle, according to Hyundai.

Focus on Sustainability in Materials

Hyundai emphasized its ongoing commitment to sustainability by integrating recycled and eco-conscious materials into the cabin. The use of 3D-knit fabric made from recycled threads is part of the brand’s effort to raise ecological awareness while maintaining a sporty interior tone. This aligns with Hyundai’s broader goals around sustainable manufacturing and environmental responsibility.

Concept May Influence Future Production Models

While INSTEROID is not currently planned for commercial release, Hyundai has indicated that the ideas behind this concept could inform future vehicle models. With the INSTER model headed to Turkish markets soon, it remains to be seen how design inspirations from INSTEROID may be adapted for production. For now, the concept stands as a statement of Hyundai’s forward-looking design approach rooted in digital culture and performance innovation.