‘Dream a little louder’
Hyundai has unveiled its “visionary” design concept vehicle, the Insteroid, in Seoul.
The company says its “embodies a bold approach”, merging gaming influences with extensive customisation to appeal to a new generation of drivers.
Based on the Inster electric sub-compact SUV launched last year, the Insteroid takes sporty design and user experience to “new heights”. Its name combines “insert” with “steroid” to reflect its “spirited nature and muscular look”.
“The Insteroid is a celebration of pure fun, a journey where we explored ways to ignite emotion and imagination in every detail,” says Simon Loasby, senior vice-president and head of Hyundai’s design centre.
“It’s not just about how it looks, but how it sounds and makes you feel. From its bold visual language to the immersive sound experience, it invites everyone to dream a little louder and smile a little longer.”
The Insteroid takes the Inster production model to the next level with gaming-inspired features that include an extended, widened body, track-optimised wheels, and a prominent wing spoiler, diffuser and wheel-arch air vents delivering advanced aerodynamics.
The cockpit has a stripped-down layout with bucket seats, roll cage and specialised instrument cluster. Every element is adjustable.
The Insteroid aims to transform driving with its drift mode, and there’s a Beat House sound system and message grid to enable personalised interactions.
To optimise performance, lightweight lattice structures have been integrated. The exterior, finished in a soft-white shade, is punctuated by a single orange highlight. The interior showcases 3D knit fabric crafted from recycled yarns using a single piece, made-to-measure process.
Hyundai unveiled the Insteroid during a launch event for media and content creators at the Peaches D8NE(Dowon) cultural and retail space in South Korea’s capital city.
A dedicated space was established at the venue so visitors could experience games featuring the Insteroid. One, developed by Hyundai, is a time-attack-style challenge in which players collect “steroid” items in the Inster, enabling it to evolve into the Insteroid.
The game is set to be unveiled to the public this month via a URL, eliminating the need for app downloads. The company also revealed the Insteroid Kart, which will be released later as a tool in Kartrider Rush+.
This collaboration reflects Hyundai’s growing partnerships in the gaming industry. Following ventures with platforms such as Roblox and Zepeto, this initiative aims to connect with younger audiences.
Serving as a halo model for the Inster line-up, the Insteroid also aims to deliver a refreshed brand image while boosting consumer interest in the former.
The Inster was launched last year. Initially introduced in South Korea and Europe, Hyundai will further expand its rollout in 2025 to select markets across Asia-Pacific, the Middle East, and Central and South America.
