Imagine a hipster fun car that materializes right from your gaming screen. Hyundai Motor’s European design team secretly crafted those thoughts to become a reality when it pumped up the brand’s latest cuddly city car, the Inster, with steroids. Meet the Insteroid concept car.
After some sneak teaser images, it was finally shown to its full glory at a private ‘Night Garage Party’ in Seoul, Korea, on the first of April. And that’s not an April Fool’s joke; even if the danger exists, some wouldn’t take it seriously. Hyundai says its mission is clear: to challenge conventions, create emotions, and redefine what a sporty EV can be.
Unrestrained creativity
“Insteroid represents a modern take on the idea of a dream car. It is designed to inspire and create enthusiasm,” said Eduardo Ramírez, Chief Designer at Hyundai Design Europe. “This project allowed us to fully embrace unrestrained creativity, drawing inspiration from video games to create an emotional and engaging vision of Hyundai’s brand.”
The gaming-inspired features include an extended, widened body, track-optimized wheels, and a prominent wing spoiler, diffuser, and wheel arch air vents delivering advanced aerodynamics.
Inside, the cockpit offers a stripped-down layout, with bucket seats, a roll cage, and a specialized instrument cluster, creating an immersive driving experience like a rally car.
Belgian World Champions
Hyundai knows about rallies, notably the FIA World Rally Championship (WRC). In 2024, the Belgian duo Thierry Neuville and co-driver Martijn Wydaeghe clinched the drivers’ and co-drivers’ championships, marking Hyundai’s first-ever titles in these categories. Neuville has been a cornerstone of the team since its inception, Hyundai Motorsport’s official website states.
In this Inster on steroids, “Every element is fully adjustable, reflecting the user-centered spirit of a garage-built machine true to the motto: “Build it, play it, break it, repeat.” Adding to its multisensory experience, Insteroid produces a unique sound signature, leaving an unforgettable impression,” the company says.
Playful details like the integrated Beat House sound system and Message Grid enable personalized interactions, further enhancing driver engagement.
Online Insteroid game
The presentation in Seoul was also playful. During a launch event for media and content creators at the Peaches D8NE(Dowon) cultural and retail space in Seoul’s Seongsu neighborhood, culminating with a private ‘Night Garage Party’ on April 1, the concept car was shown next to the common-or-garden regular Inster and its more rugged ‘cross country’ version.
Visitors could experience a variety of games featuring Insteroid. One of these games, developed by Hyundai Motor, is a time attack-style challenge where players collect ‘steroid’ items in the cuddly Inster, enabling the car to evolve into Insteroid. That game Hyundai will make available one of the next days online via a URL, eliminating the need for app downloads.
The actual concept car will be showcased from April 3 to April 13 at the Seoul Mobility Show if you have the chance to drop by when you’re near.
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