Hyundai’s gaming-inspired Insteroid concept car debuts in Seoul

Hyundai Motor has reimagined its Inster EV as a ‘Dream Car’ concept aiming to challenge conventions and create excitement.

Insteriod debuted in Seoul, Korea, and is showcased at the Seoul Mobility Show, April 3-13, 2025.

The sporty show car aims to spark further interest in the Inster production model on sale in key markets, says Hyundai.

Insteroid is based on the Hyundai Inster electric sub-compact urban SUV launched last year.

Crafted by Hyundai Motor’s European design team, Insteroid fuses the “playful essence of ‘Inster’ with the dynamic energy of ‘steroid’, reflecting its spirited nature and muscular look”, says Hyundai.

“Insterioid is a celebration of pure fun – a journey where we explored new ways to ignite emotion and imagination in every detail,” says Hyundai Design Centre head and senior vice president Simon Loasby.

It takes the Inster production model to the next level with sporty, 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, says Hyundai, adding the cockpit offers a stripped-down layout, with bucket seats, a roll cage and a specialised instrument cluster creating an immersive driving experience.

It includes Drift Mode, an integrated Beat House sound system and Message Grid to enable personalised interactions, says the brand, adding the interior showcases 3D knit fabric crafted from recycled yarns.

Lightweight lattice structures are seamlessly integrated, and the exterior finished in a soft white shade is punctuated by a single bold orange highlight, says Hyundai.

A reflective race suit with Insteroid lettering is included.

A game developed by Hyundai Motor is a time-attack-style challenge where players collect ‘steroid’ items in Inster, enabling the car to evolve into Insteroid is due to be unveiled to the public in April via a URL while the brand also revealed the “Insteroid Kart” which it says will be released later as a tool in ‘Kartrider Rush+’.

Following successful ventures with platforms like Roblox and Zepeto, this initiative aims to connect with younger audiences through authentic engagement, says Hyundai.

Initially introduced in Korea and Europe, Hyundai Motor will expand the Inster rollout in 2025 to select markets across the Asia-Pacific, Middle East, and Central and South America regions.