The Hyundai INSTEROID Is … Interesting

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First of all, we have to start with the name. Looking at the initial limited-lighting images of the vehicle, I thought perhaps it was a play on “asteroid” and outer space focused, especially with the sort of Mars orange in the lighting. Maybe they were trying to tie in Elon Musk’s quest to go to Mars and Tesla’s broad popularity, the Mars Rover, and a certain young tech demographic. However, Hyundai’s explanation is … even weirder.

“The name combines ‘INSTER’ and ‘STEROID’, reflecting the funky, youthful and muscular nature of this show car built on the foundation of the INSTER production model. Since its global debut in June 2024, INSTER has become an in-demand EV, with strong sales in both Europe and Korea.”

Steroid??

Toxic masculinity has certainly become a problem in North America and Europe, but has it infiltrated Hyundai?

I get it — it’s just marketing to a target demographic. But I find it weird.

All of that said, I love the Hyundai INSTER, and from the limited view we have, the INSTEROID looks interesting. Hyundai calls it “a playful interpretation of a ‘dream car’ designed to make you smile.” That sounds better. “This sporty design concept transforms the hot-selling INSTER sub-compact electric vehicle (EV) into an even bolder statement, harnessing unrestrained creativity to deepen the emotional connection with the Hyundai brand.” It’s an interesting idea and effort.

The INSTER has been selling well according to Hyundai — in Europe and Korea. This seems to be an effort to expand its buyer pool, though.

Of course, as you can see, we’re only getting limited information on the show car for now, but the company did include these details: “The teaser images reveal how the INSTEROID elevates the production model’s design with racing game-inspired styling, featuring wheel arch air vents, 21-inch wheels, and a prominent rear spoiler and diffuser. Signature Pixel LEDs add to its look.” Again, it’s all about going after the gaming, tech, young male crowd. Perhaps Hyundai is finding the INSTER sells well with females, but wants to get more of the other gender. Or perhaps it’s seeing some positive numbers in the male category, but it wants to juice that (sorry for the pun) to get more momentum going.

In any case, it’s an interesting development. We’ll see where it goes. We just have to end with Hyundai’s second biggest literary stretch with this model (only surpassed by the audacity to put steroid into the name). The marketing team really leans into the gaming space in a funny sort of way with this ending: “INSTEROID is a thrilling ‘glitch’ in the automotive matrix, seamlessly merging the boundary-pushing aesthetics of video games with real-world engineering to create a vehicle that feels like it’s morphed straight out of a digital speedway.”

We’ll learn more about the Hyundai INSTEROID in early April, when its full presentation for the public is scheduled.