#Japan #Hyundai #Tokyo #Japan Event #INSTEROID

Hyundai Unveils INSTEROID: A New Era in Mobility Experience

On October 22, 2025, Hyundai Motor Japan launched its design concept car, INSTEROID, at the exclusive event titled 'INSTEROID Night by Hyundai,' held at Terada E Hall, Tokyo. This groundbreaking event showcased Hyundai's commitment to enhancing emotional values through automotive design. Approximately 150 professionals from media, influencers, and creators gathered to share an immersive experience that transcended conventional car exhibitions, combining music, visuals, and light.

Background and Significance of the Event

The 'INSTEROID Night' event serves as a precursor to the 'Japan Mobility Show 2025,' set to begin on October 29, 2025. It was designed to give participants an opportunity to experience Hyundai's philosophy and emotional values firsthand. Since re-entering the Japanese market in 2022, Hyundai has introduced various zero-emission vehicles including the FCEV 'NEXO' and BEVs like 'IONIQ 5' and 'KONA.' The launch of INSTEROID builds upon the foundation laid by the award-winning 'INSTER,' setting new benchmarks for creativity and design in the EV sector.

INSTEROID emerged from the question 'What if?' and is described as a vehicle for creativity and playful experimentation. Developed by Hyundai's European design team, it represents a radical departure from traditional automotive design thinking, packed with audacious creativity and a unique aesthetic.

A Special Opening Session on the Philosophy of Sensitivity

The event kicked off with an engaging talk from Hyundai Motor Japan's President, Toshiyuki Shichiseki, who stated, "We want cars to be more than just a means of transportation; they should evoke feelings and emotions. In the Japanese market, it's essential to value technology as well as emotional appeal. We aim to resonate with the sensibilities of Japanese people and shape the future of mobility together." He stressed the importance of emotional value, a key tenet of Hyundai's vision.

Following him, Simon Loasby, the head of Hyundai Design Center, elaborated on the conception of INSTEROID. He described it as an imaginative design concept car that encourages playful exploration while showcasing the company's commitment to challenging conventional norms. "INSTEROID is an experiment that transcends the boundaries between digital and real, cultural and design realms," he explained.

As suspense built up with dramatic music, the veil over INSTEROID was lifted, revealing a dynamic silhouette accentuated by flair fenders, a rear wing, and imposing 21-inch wheels. The venue erupted with shutter sounds and excited murmurs as the audience absorbed the car's striking presence.

In-Depth Design Insights and Cross-Dialogue

Loasby went on to detail INSTEROID's exterior and interior features, highlighting aerodynamically designed wing spoilers, air flaps, a soundscape inspired by gaming, and a cockpit reminiscent of playfulness. "Every element embodies a living design that not only thrives on aesthetic beauty but also evokes emotions," he stated passionately.

During a cross-talk segment, Shichiseki and Loasby discussed the importance of sensitivity in the Japanese market and the pioneering spirit embodied within INSTEROID. "The world of gaming is filled with freedom and discovery. By integrating that energy into automobiles, I hope riders experience a sense of adventure with each journey," Loasby remarked.

Shichiseki noted the significance of unveiling such an experimental venture in Japan just before the Mobility Show, emphasizing Hyundai's commitment to the market.

A Night of Musical Fusion with DJ SO-SO & DJ Ryota

Post the showcase, the event transitioned into a live performance blending sound and light. The ambiance peaked as world-renowned beatboxer DJ SO-SO showcased an original remix inspired by INSTEROID's soundscape, leveraging his expertise honed over multiple championships. His performance resonated beautifully with the unique sound concept of INSTEROID, illustrating an emotional connection between the vehicle and its driver through music.

"Upon seeing INSTEROID for the first time, I felt an immediate affinity for its clean and futuristic design. Being able to perform at 'INSTEROID Night by Hyundai' felt special, as it reflects my own values of clean energy embodied in sound," expressed SO-SO.

DJ Ryota followed suit, delivering a dynamic and mellow set that engaged the audience with an eclectic selection that seamlessly melded various genres, creating a 'BOOST' atmosphere where everyone felt united.

A Collaborative Future in Mobility Experience

The event attracted professionals from diverse fields beyond automotive media, including lifestyle, culture, and technology influencers. Shichiseki stated, "No matter how remarkable a car may be, its true excellence cannot be conveyed unless experienced firsthand. Our efforts alone can't complete this challenge without the involvement of passionate professionals like you all present tonight. I am grateful to collaborate with you in shaping the future of mobility culture in Japan."

INSTEROID will also be showcased at the 'Japan Mobility Show 2025' starting October 29th at Tokyo Big Sight. Hyundai is committed to continuing its journey as a brand emphasizing sensitivity and creativity in future mobility culture.

Event Overview

• - Event Name: INSTEROID Night by Hyundai
• - Date: October 22, 2025, from 4:30 PM to 7:00 PM
• - Venue: Terada E Hall, Tokyo

About Hyundai

Founded in 1967, Hyundai Motor Company operates in over 200 countries, employing over 120,000 people to address real-world mobility challenges while advancing towards its brand vision of 'Progress for Humanity.' Hyundai is accelerating its transformation into a smart mobility solution provider, investing in innovative technologies like robotics and Advanced Air Mobility (AAM) solutions to lead the industry in zero-emission vehicles for a sustainable future.