4 Minutes
Insteroid concept and origins
Hyundai surprised the automotive world this spring with the Insteroid, an audacious concept built on the Inster electric subcompact SUV platform. Presented more as a piece of interactive art than a production prototype, the Insteroid was conceived to blur the lines between automotive design and gaming culture. Its purpose seems to be less about practical mobility and more about creating an emotional, game-like user experience for EV and car enthusiasts alike.
Design and aerodynamic cues
Exterior styling
The Insteroid looks like a videogame vehicle given form: an aggressively widened body, track-optimized wheels, a prominent wing spoiler, pronounced diffuser, and wheel-arch air vents. These features emphasize aerodynamics and visual drama rather than everyday usability, echoing the design language of performance concept cars while leaning heavily into retro-futuristic aesthetics.
Interior and UX inspiration
Hyundai has said the concept’s user experience inspired the visual and audio elements of the game, suggesting a cockpit that prioritizes immersion, bold graphics, and playful controls—components that, while not production-ready, showcase how UX can shape brand storytelling in the EV market.
Vehicle specifications and performance
As a concept, the Insteroid was shown without an official powertrain or detailed technical specifications. Hyundai has not published torque, range, battery capacity, or charging specs for this design study. What is clear is that the Insteroid shares its DNA with the Inster electric subcompact SUV platform, which positions it within the city-focused EV segment. For comparison, production subcompact EVs typically prioritize compact dimensions, efficient electric motors, and convenient charging for urban drivers; the Insteroid instead prioritizes visual impact and experiential design.
Market positioning and comparisons
The Insteroid occupies a unique niche between concept art and automotive marketing. Unlike production electric SUVs or compact crossovers from Hyundai and competitors, this concept is a statement piece intended to attract attention at auto shows and gaming events. Compared with mainstream EVs such as compact Hyundai and Kia models, the Insteroid is not a direct competitor but a brand-building exercise that highlights Hyundai’s willingness to experiment with design, brand experience, and cross-industry collaboration.
Insteroid Retro Arcade game
Hyundai developed a free retro-style arcade game called Insteroid Retro Arcade, which casts the Insteroid as the playable character. The two-stage maze game draws on classic arcade mechanics: players collect steroid-can-shaped electricity items to evolve the base Inster into the Insteroid, then use the evolved vehicle to trap a final boss inside a maze and finish the level as quickly as possible. Audiovisual design in the game takes direct cues from the concept car to reinforce cohesion between the virtual and physical experiences.
Where to play and events
Hyundai debuted both the car and the game at Gamescom in Cologne, marking the brand’s first appearance at the show and the first time an automaker exhibited in the Retro & Family Area. The arcade title will also appear at Casper Studio Busan, Salone Auto Torino 2025, and the Japan Mobility Show. For global fans who cannot attend, Hyundai offers a free version of the game on its official website and on Instagram. A competitive leaderboard will let top players potentially have their likenesses transformed into in-game characters, further merging community, gaming, and automotive culture.
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