On April 1, 2025, Hyundai unveiled a video game inspired concept called the Insteroid. Part street car, part race car, part futuristic ad campaign, the car enters the Seoul Mobility Show today and will be on display until April 13, 2025.
The car is based on Hyundai’s Inster EV, an electric car sold in Asian markets. Game aesthetics and Tokyo Drift-style additions make it flashy in a way that evokes in-game vehicles as bigger than life.
“INSTEROID is a celebration of pure fun – a journey where we explored new ways to ignite emotion and imagination in every detail,” said Simon Loasby, Senior Vice President and Head of Hyundai Design Center. “It’s not just about how it looks, but also how it sounds and how it makes you feel. From its bold visual language to the immersive sound experience, it’s a concept that invites everyone to dream a little louder and smile a little longer.”
To go with the larger than life looks, the Insteroid Concept includes some nods to the environment beyond its electric drivetrain, including the use of several eco-conscious materials. A 3D knit fabric made from recycled yarn is the centerpiece of that. Other items include light weighting and re-used metals and materials in the car’s structure.
For the most part, Hyundai’s Interoid Concept is mainly a video game-inspired ad campaign for the company’s Inster EV. The concept will unveil at the Seoul show with a new Insteroid Kart for an in-game bonus in Kartider Rush+.
