INSTEROID: Hyundai explores new forms of emotional EV expression

At Hyundai’s stand in Palais 6, the INSTEROID concept car immediately captures attention. Developed as a true ‘dream car’, this bold design project aims to evoke emotion and challenge established conventions. The concept car is not intended as a direct preview of a production model, but as a creative exercise in which expression and experience take centre stage.

The concept car stands out through a design language clearly inspired by the world of gaming. A widened body, pronounced aerodynamic elements such as a prominent rear wing and diffuser, and expressive graphic details give INSTEROID an almost digital presence. Inside, the same philosophy continues with a stripped-down cockpit, bucket seats and a strong focus on sensory experience through light, sound and materials.

INSTEROID has been conceived as a complete experience. Playful, interactive elements and a distinctive sound signature strengthen the emotional connection between driver and vehicle. The concept car functions as a creative sandbox, giving Hyundai’s designers the freedom to explore new ideas for electric mobility inspired by gaming culture, pop culture and motorsport.

While INSTEROID deliberately sits outside traditional product logic, the concept car is based on the electric INSTER. This connection becomes tangible at the Brussels Motor Show through the INSTER Pixel and Pixel Plus special editions. These versions combine the larger 49 kWh battery with enhanced standard equipment and a driving range of up to 370 kilometres WLTP, translating the creative spirit of the concept car into a concrete offer for visitors.