Hyundai Reveals INSTEROID: A Gaming-Inspired Concept Car That Reimagines EV Fun

Saudi Arabia : Hyundai introduces INSTEROID in Seoul—an edgy, gaming-style concept EV based on the INSTER, blending bold design, emotion, and youth appeal for future KSA and global markets.

• INSTEROID is a concept EV based on the Hyundai INSTER, blending gaming with design.
• Unveiled at Seoul’s Peaches D8NE and featured at the Seoul Mobility Show.
• Features Drift Mode, Beat House sound system, and bold custom styling.

Hyundai Motor Company has unveiled its latest concept car, INSTEROID, in Seoul. Built on the popular Hyundai INSTER electric SUV, this bold, imaginative design blends gaming influences and youth culture to deliver a unique EV experience. While not headed for production, INSTEROID showcases Hyundai’s fresh approach to design and could inspire future variants in key markets like KSA.

A Dream Car Born from Gaming Culture

INSTEROID is not just a car—it’s an emotional design project built to challenge how EVs are perceived. Created by Hyundai Motor’s European design team, the name combines “INSTER” and “STEROID,” hinting at its amped-up, playful nature. 

According to Simon Loasby, Head of Hyundai Design Center, “INSTEROID is a celebration of pure fun – a journey where we explore new ways to ignite emotion and imagination in every detail.”

From the get-go, the project embraced unrestrained creativity, taking cues from video games. Eduardo Ramírez, Chief Designer, added, “INSTEROID represents a modern take on the idea of a dream car.” The goal was to fuse shape, sound, light, and user engagement into something bold, young, and emotionally powerful.

Bold Looks Meet Raw Performance

The exterior is aggressive and stylish, with widened bodywork, aerodynamic wing spoiler, large air vents, and race-ready wheels. The entire car is finished in soft white, contrasted with a sharp orange highlight, making it stand out at any angle.

Inside, INSTEROID keeps things minimal yet immersive. It’s fitted with bucket seats, a roll cage, and a custom instrument cluster. The cockpit promotes full driver control and interaction, matched with a unique sound experience that adds thrill to every ride. Its Drift Mode promises fun-focused driving, aimed at creating a deeper emotional link between car and driver.

Tech Highlights

• Beat House sound system built into the car for a high-energy audio vibe.
• Message Grid for personalized interactions.
• Boost icons displayed in various parts, each reflecting a unique car persona.
• Drift Mode that offers lighthearted yet competitive performance.
• Lightweight lattice structures to reduce weight and boost efficiency.
• 3D knit fabric interior made from recycled yarn, supporting sustainability.

Launch Event & Gaming Integration

INSTEROID was first shown at Peaches D8NE’s Night Garage Party in Seoul. Visitors saw not only INSTEROID but also the original INSTER and rugged INSTER CROSS. One interactive highlight was a Hyundai-developed time attack game where players collect ‘steroid’ items in INSTER to transform it into INSTEROID.

Hyundai also revealed INSTEROID Kart, coming to the mobile game Kartrider Rush+. These efforts follow Hyundai’s ongoing work with gaming platforms like Roblox and ZEPETO, aiming to connect with younger audiences.

What It Means for KSA

Although INSTEROID is a concept, its design philosophy and tech features reflect what future Hyundai EVs could offer in KSA. With the INSTER already seeing global success and heading to new markets in 2025, the influence of INSTEROID may soon be felt across showrooms—even if only in spirit.