Hyundai Motor Company continues to push the boundaries of automotive design with the unveiling of its visionary design concept car, INSTEROID, today in Seoul, Korea. INSTEROID embodies Hyundai Motor’s bold approach, merging gaming influences with extensive customization to captivate a new generation of drivers.

Based on the successful Hyundai INSTER electric sub-compact urban SUV, which launched last year and quickly became a global hit, INSTEROID takes the concept of sporty design and user experience to new heights. INSTER’s acclaim, including its selection as a top three finalist for the 2025 World Car of the Year award, sets a solid foundation for this radical ‘What if?’ project.

Crafted in secrecy by Hyundai Motor’s European design team, INSTEROID is a true concept car. Its name cleverly fuses the playful essence of ‘INSTER’ with the dynamic energy of ‘STEROID’, reflecting its spirited nature and muscular look. Much like the off-road-inspired INSTER CROSS derivate shown at INSTER’s debut in 2024, INSTEROID is another step in the hot-selling production model’s journey. Its mission is clear: to challenge conventions, create emotions and redefine what a sporty EV can be.

“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 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.”

More than just a car, INSTEROID represents a limitless vision of automotive innovation and imagination. It is engaging users on new levels of interaction through shape, light and sound. “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.”

INSTEROID takes the INSTER production model to the next level with sporty, gaming-inspired features that 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. 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.

Building upon INSTER’s charismatic design, INSTEROID aims to transform the driving experience with its Drift Mode, promising competitive thrills paired with light-hearted driving enjoyment. Playful details, such as the integrated Beat House sound system and Message Grid, enable personalized interactions, further enhancing driver engagement. Located throughout the design, the Boost icon represents multiple unique personas, reinforcing the deep emotional connection between car and driver.

To optimize performance and reduce overall weight, lightweight lattice structures are seamlessly integrated. The striking exterior, finished in soft white shade, is punctuated by a single bold orange highlight – an unmistakable visual statement. Completing the vision, a reflective race suit with prominent INSTEROID lettering captures the fusion of car culture and youthful expression. INSTEROID also embodies Hyundai Motor’s commitment to sustainability by pioneering innovative approaches to eco-conscious materials. The interior showcases 3D knit fabric crafted from recycled yarns, using a single-piece, made-to-measure process.

Hyundai Motor unveiled INSTEROID 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 exhibition space also featured INSTER and the rugged, outdoor-focused INSTER CROSS, allowing for discussions with product and design specialists.

A dedicated space was established at the event venue, allowing visitors to 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 INSTER, enabling the car to evolve into INSTEROID. This game is set to be unveiled to the public in April via a URL, eliminating the need for app downloads. Additionally, Hyundai Motor revealed the INSTEROID Kart, which will be released later as a powerful tool in ‘Kartrider Rush+.’

This collaboration reflects Hyundai Motor’s growing partnerships in the gaming industry. Following successful ventures with platforms like Roblox and ZEPETO, this initiative aims to connect with younger audiences through authentic engagement. The concept car will be showcased from April 3 to April 13 at the Seoul Mobility Show, offering the public a chance to experience this innovative concept firsthand. Serving as a halo model for the INSTER lineup, INSTEROID is set to make a lasting impression at major auto events in key markets such as Korea and Europe, delivering a refreshed brand image while further boosting consumer interest in INSTER.

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Microsoft has launched its latest Surface for Business Copilot+ PCs in the Middle East, featuring the powerful Intel Core Ultra (Series 2) processors. This new lineup, including the Surface Laptop, Surface Pro, and the upcoming Surface Laptop with 5G, is designed to boost productivity and AI innovation for professionals in the region.

Check out what Microsoft 365 Copilot can do for you:

Engineered for exceptional performance, enhanced security, and seamless connectivity, these PCs offer unparalleled speed and efficiency for demanding tasks like multitasking, data analysis, and creative work. The sleek Surface Laptop provides a reliable and stylish solution with a high-resolution display and long battery life. The versatile Surface Pro offers tablet flexibility with laptop power, ideal for professionals on the go. For constant connectivity, the Surface Laptop with 5G will provide lightning-fast internet speeds, ensuring productivity anywhere.

“We are excited to introduce the new lineup of our Surface for Business Copilot+ PCs, which are designed to empower professionals across the Middle East to thrive in today’s highly dynamic business landscape,” said Zubin Chagpar, Senior Director and Business Group Leader for Modern Work & Surface Devices at Microsoft CEMA. “In today’s fast-evolving, AI-powered work environment, businesses seek tools that not only boost productivity but also spark creativity and innovation. With cutting-edge performance, enhanced AI capabilities, and seamless connectivity, this new lineup empowers professionals to excel in their work, no matter where they are. At Microsoft, we remain deeply committed to empowering every professional across the workforce to achieve more, and the Surface for Business Copilot+ PCs are a testament to this mission.”

These Copilot+ PCs are Microsoft’s most secure Windows devices yet, featuring the Microsoft Pluton security processor enabled by default. This chip-to-cloud security technology, embedded in the CPU by silicon partners, provides a secure vault for sensitive data like passwords and encryption keys, protecting against physical and remote attacks.

Alongside the new PCs, Microsoft is launching several innovations. The new Surface USB4 Dock offers enhanced connectivity with faster data transfer and multi-display support. Microsoft Teams Rooms on Surface Hub 3 are improved for seamless meeting collaboration. Finally, the Security Copilot in the Surface Management Portal provides advanced security features and insights for efficient Surface device management and protection by IT administrators.

The new Surface for Business Copilot+ PCs are now available for pre-order. The Microsoft Surface Laptop for Business with Intel Core Ultra processors (Series 2) has been available for delivery in the Middle East market since March 4, 2025, and the Microsoft Surface Pro for Business with Intel Core Ultra processors (Series 2) can be pre-ordered now for delivery starting March 24, 2025.