The UK’s first restaurant in a car is set to throw open its doors to diners as Hyundai announces the launch of Backseat Bites – a one-of-a-kind experience landing as 93% of Brits say they’re hungry for new experiences.

Inspired by the South Korean cultural phenomenon of Honbap, meaning to dine alone, the ‘drive and dine’ concept has been launched amid an increase in appetite for personal escapes, with 45% of Brits saying they’ve gone solo to the cinema, more than half (55%) holidaying by themselves, and two thirds (66%) going out for food out alone.

Seeking discovery and empowerment, 6 in 10 (60%) Brits plan to try a solo experience in the next six months, with Gen Z the most likely to take the plunge (74%). However, some still have trepidations when it comes to going solo, with top concerns including looking lonely (31%), feeling self-conscious when seen alone in public (29%) and feeling judged (25%).

Almost half (49%) of those surveyed enjoy both solo and group experiences equally, with nearly a fifth (19%) saying they prefer to ride solo over sharing them with friends and family. Gen Z lead the charge compared to the elder generations, with a quarter (25%) preferring solo experiences, citing; valuing time alone (57%), convenience (47%), and enjoying the freedom to try things others aren’t interested in (45%) as the top reasons.

Tapping into this cultural shift, Hyundai is launching Backseat Bites – the UK’s first restaurant in a car, offering a one-of-a-kind dining experience inside their spacious new INSTER, a fully electric city car.

The trend mirrors a cultural phenomenon from South Korea – the home of Hyundai – where going solo has evolved into a celebrated and aspirational lifestyle, with Honbap (dining alone), Honsul (drinking alone) and Honjok (embracing solo living) becoming ingrained in the culture.

The UK is following suit, with 7 in 10 (71%) Brits agreeing that they find solo experiences empowering, with the most popular activities for individuals including:

1.         Eating out at a café, pub, or restaurant, 66%
2.         Going for a drive, 62%
3.         Visiting a park or public garden, 55%
4.         Travelling (e.g. day trip or holiday), 54%
5.         Going to the gym, 47%
6.         Going to the cinema, 45%
7.         Going hiking or on a nature walk, 42%
8.         Going to the pub alone for a drink, 36%
9.         Visiting a museum or art gallery, 33%
10.        Attending a class or workshop, 33%

The trend also reflects a growing global shift in how people value autonomy, mindfulness and personal fulfilment, with content around solo dating, dining and experiences going viral on social media.

Designed with both solo diners and curious duos in mind, Backseat Bites brings Korea to the streets of London. The car is transformed into an intimate dining space, complete with bespoke Korean street art by illustrator Yoy Han, and a menu curated by the culinary experts at Chung’Dam. Guests can experience authentic Korean delights. Delicacies on offer include Beef Tartar, BBQ Pork Belly, and Cold Kimchi Noodles.

Ashley Andrew, President of Hyundai and Genesis UK, said: “Backseat Bites is more than just a restaurant. Designed for the nation’s adventurers, whether solo or with friends, it offers guests an entirely unique taste of Korea from an unexpected location – the backseat of a car.

“Hosted from the comfort of our brand-new INSTER, its spacious, stylish interior and fold-flat seating makes this latest addition to our range of EVs the perfect host for this unique experience.

“From the bespoke artwork to the traditional cuisine, Backseat Bites is a celebration of Korean culture and a tribute to the joy of doing things your own way.”

Backseat Bites will be open to the public on Wednesday 22nd October 2025 in London’s Soho and is available to book for free here:
https://www.eventbrite.com/e/hyundais-backseat-bites-tickets-1811672022789?aff=oddtdtcreator

•           Location: 35-36 Greek St, London W1D 5DL
•           Dates: 22nd October 2025
•           Times: 1pm – 8pm
•           Tickets: Free, limited tickets available on Eventbrite

Launched this year, Hyundai’s all-new INSTER is the ultimate electric city car. And now, UK customers have access to immediate savings on the full EV line up through the Hyundai Electric Grant – providing £3,750 off the INSTER, as well as £1,500 off all other EVs, including the KONA Electric, IONIQ 5, IONIQ 6, IONIQ 5 N and IONIQ 9.

SEOUL, November 13, 2024 – Hyundai Motor Company today shared initial details of the interior of its much-anticipated IONIQ 9, the brand’s first all-electric three-row SUV. This milestone addition to the IONIQ lineup underscores the company’s commitment to electric vehicle (EV) technology, cementing its electrification leadership.

IONIQ 9 signifies Hyundai Motor’s entry into the large electric vehicle sector, building on the success of the award-winning IONIQ 5 and IONIQ 6. With its spacious and comfortable interior, IONIQ 9 is set to revolutionize the EV experience.

“IONIQ 9 offers the ultimate lounge-like environment,” said Simon Loasby, Senior Vice President and Head of Hyundai Design Center. “Its nature-inspired, lounge-like interior reflects our progressive approach of how we envision the technology, customer-centric design and tranquility, coming together seamlessly in the future of mobility.” 

IONIQ 9’s ‘Aerosthetic’ silhouette gives way to an interior tailored to relaxation. Hyundai Motor’s advanced Electric-Global Modular Platform (E-GMP) provides a spacious cabin that features a flat floor across all three rows, enabling easy movement within the vehicle.

Beyond its impressive level of spaciousness, IONIQ 9’s interior features soft, elliptical design elements, such as the door trim and door handle, that contribute to a serene and sophisticated atmosphere.

As a large, three-row all-electric SUV, IONIQ 9 is capable of seating up to seven occupants comfortably. Its interior design delivers the versatility to accommodate different needs and situations, allowing each passenger to utilize the space flexibly.

Coupled with the IONIQ lineup’s groundbreaking electrification capabilities, IONIQ 9’s spatial innovations are set to deliver an unparalleled and distinctive customer experience.

More detailed information will be revealed at IONIQ 9’s World Premiere in Los Angeles later this month.

SEOUL, October 31, 2024 – Hyundai Motor Company today unveiled its INITIUM hydrogen fuel cell electric vehicle (FCEV) concept at its ‘Clearly Committed’ event held at Hyundai Motorstudio Goyang.

INITIUM is a Latin word meaning ‘beginning’ or ‘first’, representing Hyundai Motor’s status as a hydrogen energy pioneer and its commitment to develop a hydrogen society.

INITIUM provides a preview of a new production FCEV that Hyundai Motor plans to unveil in the first half of next year. The concept encapsulates the company’s 27 years of hydrogen technology development and reflects its clear commitment to achieving a sustainable hydrogen society.

This unique hydrogen fuel cell-powered SUV concept also marks the debut of Hyundai Motor’s new design language – called ‘Art of Steel’ – embodying the character of HTWO, Hyundai Motor Group’s dedicated hydrogen value chain business brand.

“Hyundai Motor’s clear, unwavering commitment to hydrogen over the past 27 years is rooted in our belief in its potential as a clean, accessible and therefore fair energy source for everyone,” said Jaehoon Chang, President and CEO of Hyundai Motor Company. “We are dedicated to pioneering a future where hydrogen is used by everyone, in everything, and everywhere. We invite you to join us on this journey.”

Hyundai Motor launched its HTWO hydrogen value chain business brand earlier this year at CES 2024, highlighting how Hyundai Motor Group Executive Chair Euisun Chung is focusing the Group’s efforts on hydrogen energy.

Unveiling the vision for HTWO Grid – an end-to-end hydrogen energy solution that spans production, storage, transportation and utilization – Executive Chair Chung expressed the Group’s commitment to actively participate in the development of a hydrogen society and underscored the Group’s capabilities to achieve this goal, highlighting that “The shift to hydrogen energy is for future generations.”

What is Hyundai’s new ‘Art of Steel’ design language?
At the unveiling, SangYup Lee, Executive Vice President and Head of Hyundai and Genesis Global Design, presented the INITIUM concept and Hyundai’s new ‘Art of Steel’ design language.

“Our challenge began from the manufacturing stage, where we pushed the formability of steel to the extreme to create a form of art,” Lee said. “With INITIUM, we’ve crafted a more SUV-like design that is both solid and safe, reflecting our dedication to our customers through ‘customer-centric design’.”

INITIUM’s iconic design integrates the HTWO symbol, representing Hyundai Motor’s vision for a future driven by hydrogen. The ‘+’ inspired graphic as part of INITIUM’s lighting signature blends with the bumper, creating a distinctive FCEV-specific design cue marked by unique lighting, solid volumes and refined elegance.

INITIUM’s distinct SUV-like aesthetic seamlessly integrates city living functionality with outdoor adventure capability with its bold lines and solid structure, balancing sturdiness and sophistication. The concept’s 21-inch wheels complement the overall design, with the vehicle’s rugged roof rack adding practicality for those with both urban and outdoor lifestyles.

INITIUM advances FCEV performance, comfort and safety
INITIUM’s development focused on three primary aspects: superior driving range and enhanced performance, which are key strengths of hydrogen cars; a spacious interior and luggage area, making it ideal for families; and unique convenience and safety features distinctive to hydrogen cars.

One of the biggest advantages of a hydrogen FCEV is impressive driving range and the flexibility this brings. With INITIUM, Hyundai Motor has equipped the concept with large hydrogen fuel tanks to maximize the vehicle’s range, enhancing the benefits of hydrogen FCEVs. 

Hyundai Motor has also fitted INITIUM with aerodynamic wheels to reduce drag wrapped in low rolling resistance tires, for a targeted driving range of more than 650 km² between refueling.

As for performance, INITIUM offers excellent acceleration and smooth overtaking capability. By further developing Hyundai’s fuel cell technology the company has increased the output of the stack and enhanced battery capacity, allowing for an electric motor output of up to 150 kW. This ensures drivers experience smooth driving in urban areas and at higher speeds on highways.

INITIUM delivers an impressive level of interior space and versatility suitable for a family SUV, with a large living space for second-row passengers that features seat backs with a large reclining angle for increased comfort. INITIUM’s wide body and large rear-door opening angle enhance convenience for rear-seat passengers when getting in and out of the car.

INITIUM includes a FCEV-specific route planner that addresses one of the biggest pain points for FCEV buyers: charging infrastructure. With this feature, users can easily plot an optimal route, finding charging stations along the way without having to access a separate app or make a phone call. Users can check the location accessibility and operating status of an identified charging station, as well as the number of waiting vehicles and therefore the possibility of charging.

In addition, INITIUM’s hydrogen fuel cell provides electricity without emitting any pollutants. This electricity can be used to power and charge various household appliances and personal devices via the concept’s Vehicle-to-Load (V2L) feature. Notably, the outdoor terminal is designed to connect directly to a 220V household outlet, transforming INITIUM from a means of transportation into a potential energy supplier.

In line with Hyundai Motor’s commitment to uncompromising safety, INITIUM has been developed to achieve top-tier collision safety and driving safety performance globally. To ensure ample safety for passengers in the event of a collision, the vehicle is reinforced with a multi-skeleton structure at the front, as well as a side body structure, and incorporates nine airbags, ensuring world-class collision safety performance.

Hyundai Motor plans to showcase INITIUM at the Los Angeles Auto Show and Auto Guangzhou in November, further solidifying its position in the global market as a hydrogen mobility leader. The production version of the INITIUM concept is set to launch in the first half of 2025.

Past, present and future: Hyundai Motor’s hydrogen vehicle development
In addition to the unveiling of INITIUM, Hyundai Motor hosted a Hydrogen Heritage Talk session, showcasing its 27-year history of FCEV development. The panel talk between executives allowed visitors to experience and engage with Hyundai Motor’s dedication to the development of FCEVs.

For the new millennium Hyundai Motor began its ambitious Mercury Project, aimed at bridging ground to industry leaders, and the Polaris Project, which focused on the independent development of the company’s core fuel cell stack technology.

In 2005 Hyundai Motor established its Mabuk Environmental Technology R&D Center, accelerating the development of hydrogen fuel cell vehicles. At the time, Hyundai Motor Group Honorary Chairman Mong-Koo Chung encouraged researchers at the facility to push boundaries, empowering them to pursue engineering challenges with courage and confidence.

“You can never make something great by creating it just once,” Chung said. “Don’t worry about budget, let young engineers try making every type of car they dream of. There’s no need to save money by developing the same car 100 times over. It’s fine if all 100 models are completely different to each other.”

Hyundai’s hydrogen evolution saw it become the world’s first automaker to mass-produce hydrogen FCEVs, introducing its first dedicated hydrogen fuel cell model in 2018. These FCEV development achievements highlight Hyundai Motor’s clear commitment to creating a better tomorrow.

SEOUL, October 31, 2024 – Hyundai Motor Company today unveiled its INITIUM hydrogen fuel cell electric vehicle (FCEV) concept at its ‘Clearly Committed’ event held at Hyundai Motorstudio Goyang.

INITIUM is a Latin word meaning ‘beginning’ or ‘first’, representing Hyundai Motor’s status as a hydrogen energy pioneer and its commitment to develop a hydrogen society.

INITIUM provides a preview of a new production FCEV that Hyundai Motor plans to unveil in the first half of next year. The concept encapsulates the company’s 27 years of hydrogen technology development and reflects its clear commitment to achieving a sustainable hydrogen society.

This unique hydrogen fuel cell-powered SUV concept also marks the debut of Hyundai Motor’s new design language – called ‘Art of Steel’ – embodying the character of HTWO, Hyundai Motor Group’s dedicated hydrogen value chain business brand.

“Hyundai Motor’s clear, unwavering commitment to hydrogen over the past 27 years is rooted in our belief in its potential as a clean, accessible and therefore fair energy source for everyone,” said Jaehoon Chang, President and CEO of Hyundai Motor Company. “We are dedicated to pioneering a future where hydrogen is used by everyone, in everything, and everywhere. We invite you to join us on this journey.”

Hyundai Motor launched its HTWO hydrogen value chain business brand earlier this year at CES 2024, highlighting how Hyundai Motor Group Executive Chair Euisun Chung is focusing the Group’s efforts on hydrogen energy.

Unveiling the vision for HTWO Grid – an end-to-end hydrogen energy solution that spans production, storage, transportation and utilization – Executive Chair Chung expressed the Group’s commitment to actively participate in the development of a hydrogen society and underscored the Group’s capabilities to achieve this goal, highlighting that “The shift to hydrogen energy is for future generations.”

What is Hyundai’s new ‘Art of Steel’ design language?
At the unveiling, SangYup Lee, Executive Vice President and Head of Hyundai and Genesis Global Design, presented the INITIUM concept and Hyundai’s new ‘Art of Steel’ design language.

“Our challenge began from the manufacturing stage, where we pushed the formability of steel to the extreme to create a form of art,” Lee said. “With INITIUM, we’ve crafted a more SUV-like design that is both solid and safe, reflecting our dedication to our customers through ‘customer-centric design’.”

INITIUM’s iconic design integrates the HTWO symbol, representing Hyundai Motor’s vision for a future driven by hydrogen. The ‘+’ inspired graphic as part of INITIUM’s lighting signature blends with the bumper, creating a distinctive FCEV-specific design cue marked by unique lighting, solid volumes and refined elegance.

INITIUM’s distinct SUV-like aesthetic seamlessly integrates city living functionality with outdoor adventure capability with its bold lines and solid structure, balancing sturdiness and sophistication. The concept’s 21-inch wheels complement the overall design, with the vehicle’s rugged roof rack adding practicality for those with both urban and outdoor lifestyles.

INITIUM advances FCEV performance, comfort and safety
INITIUM’s development focused on three primary aspects: superior driving range and enhanced performance, which are key strengths of hydrogen cars; a spacious interior and luggage area, making it ideal for families; and unique convenience and safety features distinctive to hydrogen cars.

One of the biggest advantages of a hydrogen FCEV is impressive driving range and the flexibility this brings. With INITIUM, Hyundai Motor has equipped the concept with large hydrogen fuel tanks to maximize the vehicle’s range, enhancing the benefits of hydrogen FCEVs. 

Hyundai Motor has also fitted INITIUM with aerodynamic wheels to reduce drag wrapped in low rolling resistance tires, for a targeted driving range of more than 650 km² between refueling.

As for performance, INITIUM offers excellent acceleration and smooth overtaking capability. By further developing Hyundai’s fuel cell technology the company has increased the output of the stack and enhanced battery capacity, allowing for an electric motor output of up to 150 kW. This ensures drivers experience smooth driving in urban areas and at higher speeds on highways.

INITIUM delivers an impressive level of interior space and versatility suitable for a family SUV, with a large living space for second-row passengers that features seat backs with a large reclining angle for increased comfort. INITIUM’s wide body and large rear-door opening angle enhance convenience for rear-seat passengers when getting in and out of the car.

INITIUM includes a FCEV-specific route planner that addresses one of the biggest pain points for FCEV buyers: charging infrastructure. With this feature, users can easily plot an optimal route, finding charging stations along the way without having to access a separate app or make a phone call. Users can check the location accessibility and operating status of an identified charging station, as well as the number of waiting vehicles and therefore the possibility of charging.

In addition, INITIUM’s hydrogen fuel cell provides electricity without emitting any pollutants. This electricity can be used to power and charge various household appliances and personal devices via the concept’s Vehicle-to-Load (V2L) feature. Notably, the outdoor terminal is designed to connect directly to a 220V household outlet, transforming INITIUM from a means of transportation into a potential energy supplier.

In line with Hyundai Motor’s commitment to uncompromising safety, INITIUM has been developed to achieve top-tier collision safety and driving safety performance globally. To ensure ample safety for passengers in the event of a collision, the vehicle is reinforced with a multi-skeleton structure at the front, as well as a side body structure, and incorporates nine airbags, ensuring world-class collision safety performance.

Hyundai Motor plans to showcase INITIUM at the Los Angeles Auto Show and Auto Guangzhou in November, further solidifying its position in the global market as a hydrogen mobility leader. The production version of the INITIUM concept is set to launch in the first half of 2025.

Past, present and future: Hyundai Motor’s hydrogen vehicle development
In addition to the unveiling of INITIUM, Hyundai Motor hosted a Hydrogen Heritage Talk session, showcasing its 27-year history of FCEV development. The panel talk between executives allowed visitors to experience and engage with Hyundai Motor’s dedication to the development of FCEVs.

For the new millennium Hyundai Motor began its ambitious Mercury Project, aimed at bridging ground to industry leaders, and the Polaris Project, which focused on the independent development of the company’s core fuel cell stack technology.

In 2005 Hyundai Motor established its Mabuk Environmental Technology R&D Center, accelerating the development of hydrogen fuel cell vehicles. At the time, Hyundai Motor Group Honorary Chairman Mong-Koo Chung encouraged researchers at the facility to push boundaries, empowering them to pursue engineering challenges with courage and confidence.

“You can never make something great by creating it just once,” Chung said. “Don’t worry about budget, let young engineers try making every type of car they dream of. There’s no need to save money by developing the same car 100 times over. It’s fine if all 100 models are completely different to each other.”

Hyundai’s hydrogen evolution saw it become the world’s first automaker to mass-produce hydrogen FCEVs, introducing its first dedicated hydrogen fuel cell model in 2018. These FCEV development achievements highlight Hyundai Motor’s clear commitment to creating a better tomorrow.

SEOUL, October 8, 2024 – Hyundai Motor Company, in collaboration with Toyota Motor Corporation, announced today the brands will host a unique motorsport event, the ‘Hyundai N x TOYOTA GAZOO Racing Festival’.

Scheduled for October 27, 2024 at the Everland Speedway in Yong-in, South Korea, the event represents the inaugural collaboration between Hyundai N and TOYOTA GAZOO Racing in Korea. It aims to showcase high-performance models and racing cars from both companies, while also providing Korean fans with unparalleled opportunities to experience the thrilling world of motorsport.

Hyundai Motor Company and Toyota Motor Corporation will host a ‘Track Day’ event where customers can immerse themselves in high-performance culture and witness Hyundai N and Toyota GR vehicles in action.

The highlight of the event will be a thrilling demo drive, reminiscent of an actual rally, featuring racing cars and professional drivers from each company’s World Rally Team. Customers can also experience the performance of these competition vehicles firsthand through a unique test ride. This special collaboration aims to propel Korean motorsport culture to new heights.

Euisun Chung, Hyundai Motor Group Executive Chair, will attend the special event and will be joined by Akio Toyoda, Chairman of Toyota Motor Corporation, who often engages in driver activities under the name of ‘Morizo’.

Hyundai N will showcase rally cars from its successful World Rally Championship (WRC) program, including the i20 N Rally 1 Hybrid and i20 N Rally 2, driven by Hyundai Motorsport WRC drivers Thierry Neuville, Dani Sordo, and Andreas Mikkelsen. Hyundai’s TCR drivers Norbert Mischelisz, and Mikel Azcona will drive Hyundai N’s production car lineup, including the IONIQ 5 N and Elantra N models.

TOYOTA GAZOO Racing will present its GR YARIS Rally 1 Hybrid, GR Yaris Rally 2, GR Supra, and GR86, as well as other rally cars and high-performance models. Current Toyota WRC driver Takamoto Katsuta, Jari-Matti Latvala of the TOYOTA GAZOO Racing World Rally Team principal, and Takamoto Katsuta’s father, nine-time Japan Rally Champion Norihiko Katsuta, are set to participate as Toyota drivers.

In a nod towards the future of motorsport, the festival will also showcase future-oriented prototypes, such as Hyundai Motor’s IONIQ 5 N Drift Spec and hydrogen-powered N Vision 74, as well as the Pikes Peak record-holding IONIQ 5 N TA Spec.

Toyota will showcase TOYOTA GAZOO Racing’s hydrogen combustion engine AE86 H2 Concept based on the Sprinter Trueno, which was presented in Japanese animation Initial D, and the liquid hydrogen-powered GR Corolla, powered by liquid hydrogen to show Toyota Motor’s multi-pathway approach, offering a wide range of electrification options to meet the diverse needs of their customers.

“We are excited to welcome the TOYOTA GAZOO Racing team, our competitors in the WRC, to Korea”, said Yeong Ho Lee, Executive Vice President, Global Operations Division. “This event will emphasize the fierce competition and friendship that coexist in motorsport and is an opportunity to demonstrate the pure passion for cars shared by both Hyundai and Toyota, as well as our commitment to further expand motorsport culture in the future.”

Both brands will come together to celebrate the spirit of competition at the Everland Speedway in Yong-in.

“We’re glad that Hyundai N and TOYOTA GAZOO Racing, which are competitors in world motorsport, are working together to create an opportunity to enjoy car culture beyond motorsport”, said Manabu Konyama, CEO and President of Toyota Motor Korea. “Toyota remains committed to furthering and strengthening motorsports culture.”

For more than 20 years Hyundai Motor has sponsored and held various competitions to help develop motorsport in Korea, including the Hyundai Click Speed Festival (2003-2010), the Korea Speed Festival (2011-2018) and the Hyundai N Festival (2019-2018).

Please visit the ‘Hyundai N x TOYOTA GAZOO Racing’ website (https://www.hn-tgr-festival.com) and Hyundai N and TOYOTA GAZOO Racing’s official social media channels for more information.

Leatherhead, August 30^th 2024 – For racing game enthusiasts, gaming isn’t just a virtual escape – it’s an opportunity to sharpen skills and build confidence that they believe translates to the real road. Almost half (48%) of those who play racing video games believe they’re better drivers than those who don’t, with only 13% of gamers disagreeing.

But why do these gamers feel so confident and are those hours spent in front of screens worth it? Well, according to the gamers themselves, the answer is yes. Progressively immersive racing simulators and cutting-edge developments in car design means that the lines between racing games and reality are increasingly blurred. In fact, 4 in 10 believe gaming improves their real-life driving.

The poll of 1,000 drivers who play racing video games, conducted by Hyundai revealed more than half (52%) report improved reaction time and safety, while overall awareness for the road (42%) and ability to see potential hazards (39%) are also improved by playing racing games. It’s these skills that are developed through gaming that have tangible effects, with half (50%) of those who played racing games as children believing it helped them pass their driving test faster, and over 52% confirming they passed on their first attempt.

To further this, nearly two-thirds (65%) of respondents view racing video games as similar to real-life driving. Many find similarities in aspects like steering (63%), control & cornering (49%) and gear shifts (47%). Just a quarter (26%) think the sound in racing games matches real-life driving. Yet, sound remains a critical element for over three-quarters (78%) of gamers, and almost a third (30%) consider it the most important aspect of the driving experience.

This is precisely where Hyundai’s N Active Sound + in the innovative IONIQ 5 N comes into play. This feature offers three realistic, dynamic sounds, one of which comes from the gaming world, having originally been created for Hyundai’s N 2025 Vision Gran Turismo concept car. Features like this, and the N Grin Shift ensures that EVs are as immersive and responsive as the cars that came before.

“With one-third of players acknowledging that racing games have influenced their choice of car model, it’s evident that both fun and functionality need to be at the forefront of design. The technology in the IONIQ 5 N is essential for creating an exhilarating driving experience, addressing what many have felt was previously missing from EVs,” says Ashley Andrew, President of Hyundai & Genesis UK.

Hyundai’s research also revealed that over three-quarters (77%) of people say they experience more excitement from virtual racing than from real-life driving, Hyundai Motor UK is introducing a new era of driving, ensuring that the thrill gamers enjoy remains a key feature in the future of electric vehicles, showcased in the Hyundai IONIQ 5 N.

SEOUL, June 27, 2024 – Hyundai Motor Company today unveiled the all-electric INSTER^[1], a new A-segment sub-compact EV offering unique design, segment-leading driving range and versatility, and advanced technology at the 2024 Busan International Mobility Show.

INSTER’s bold design combines a futuristic, innovative image with a spacious interior in a small SUV body. With a sophisticated technology package that helps deliver safe, refined driving, INSTER offers fast charging and the best all-electric range (AER) in its segment, at up to 355 km^[2].

INSTER delivers eco-friendly flexibility, as well as agile driving dynamics and seamless connectivity. Its compact positioning provides increased efficiency compared with larger models.

Bold exterior design and unique features
Building on the design legacy of the Korea-only, petrol-powered CASPER introduced in 2021, the INSTER’s styling evolution is underpinned by an extended body and wheelbase to deliver more interior space and a rugged road presence.

With its expanded dimensions, INSTER is positioned squarely between traditional A-segment sub-compact city cars and larger B-segment compact models. This offers the maneuverability and ease of use buyers expect with enhanced practicality and flexibility thanks to a more spacious interior and improved luggage capacity. Compared with larger models from the segment above, the INSTER’s compact dimensions make it ideal for city driving and boost convenience when parking.

“With INSTER, we’ve taken the small SUV image to a bold new place for the global audience,” said Simon Loasby, Senior Vice President and Head of the Hyundai Design Center. “INSTER punches well above its weight with distinctive design and an interior that maximizes its potential in exciting, customer-centric ways. With INSTER we’re redefining what it means to drive a sub-compact EV.”

INSTER’s exterior design is characterized by its robust yet small SUV profile and flush, clean surfaces, with the car’s strong fenders, a high-tech, circuit board-style bumper and a bold skid plate enhancing the INSTER’s front and rear designs.

INSTER’s personality shines through with its LED daytime running light signature and pixel-graphic turn signals, tail lamp, and bumpers. Customers can further differentiate the car’s appearance with LED projection headlamps and a two-tone exterior with a contrasting black roof. Either 15-inch steel with wheel covers, 15-inch alloy or 17-inch alloy wheels will be offered depending on specification.  

Interior versatility and advanced materials
Inside, INSTER provides enhanced technology and convenience with a 10.25-inch digital cluster, a 10.25-inch infotainment touchscreen with navigation and a wireless charging dock that forms part of a compact center console designed to create a greater sense of spaciousness.

The pixel theme is repeated inside, with graphics on the INSTER’s steering wheel boss reinforcing the car’s high-tech image. The interior design also features customizable upper door trim garnishes for owners to further personalize their vehicle.

INSTER’s interior offers versatility and spaciousness, with the front row seating providing walk-through access. All seats can be folded flat – including the driver’s seat – for increased flexibility. A front bench seat option and heated front seats and steering wheel are also available. The second-row seats are split 50/50 and slide and recline.

INSTER’s exterior color choices include Atlas White, Tomboy Khaki, Bijarim Khaki Matte and Unbleached Ivory, as well as several new hues, such as Sienna Orange Metallic, Aero Silver Matte, Dusk Blue Matte, Buttercream Yellow Pearl, and Abyss Black Pearl. Some exterior color choices will be available in two-tone combinations with a contrasting black roof.

Interior trim choices include Black, and Khaki Brown and Newtro Beige two-tone with full cloth trim.

Both the exterior and interior utilize sustainable materials. The INSTER’s exterior features black high- gloss recycled paint, which replaces the carbon black pigment traditionally used in black paint with a coloring made from recycled waste tires. Recycled polyethylene terephthalate (PET) from bottles and bio-polypropylene material extracted from sugarcane are used inside.

Fast charging capability and segment-leading range
INSTER excels with its DC charging speed and maximum AER, enabling customers to spend less time charging, travel further and take full advantage of the energy at their disposal.

Equipped with a 42 kWh battery as standard, INSTER is also available with a Long-Range 49 kWh battery as an option. Both models are powered by a single motor that delivers 71.1 kW (97 PS) in the base variant and 84.5 kW (115 PS) in the Long-Range car. Both versions offer 147 Nm of torque.

With a segment-leading projected range of 355 km (WLTP)^[3] on a single charge for the Long-Range model, INSTER redefines what is possible from a small urban EV, delivering impressive flexibility with an estimated energy consumption of 15.3 kWh/100 km (WLTP)^[4].

When using a 120 kW DC High-Power charging station, INSTER can charge from 10 to 80 percent in around 30 minutes under optimal conditions. INSTER also comes equipped with an 11 kW on-board charger as standard, while a battery heating system and high-efficiency heat pump are available.

External and internal Vehicle-to-Load (V2L) functionality provides power for external devices (110V/220V), allowing bi-directional charging without requiring additional equipment. This enables customers to freely use or charge devices such as electric bicycles, scooters and camping equipment.

Sophisticated technology and convenience features
Alongside its driving range and charging, INSTER offers a wealth of cutting-edge technology, including a multitude of advanced safety and driver assistance features. INSTER also features 64-color LED ambient lighting, a digital cluster, a one-touch sunroof and Hyundai Digital Key 2 Touch (NFC) accessibility.

Hyundai’s new A-segment sub-compact urban EV offers the most complete technology package in the segment, including comprehensive Advanced Driver Assistance System (ADAS) features such as a Surround View Monitor (SVM), Parking Collision-Avoidance Assist Rear (PCA-R), Blind-spot View Monitor (BVM) and Forward Collision-Avoidance Assist 1.5 (FCA 1.5).

Lane Keeping Assist (LKA) and Lane Following Assist (LFA) are also offered, plus Blind-Spot Collision-Avoidance Assist (BCA), Rear Cross-Traffic Collision-Avoidance Assist (RCCA), Safety Exit Warning (SEW), Smart Cruise Control (SCC) w/ Stop and Go, Highway Driving Assist 1.5 (HDA 1.5), Intelligent Speed Limit Assist (ISLA), Driver Attention Warning (DAW), High Beam Assist (HBA), Leading Vehicle Departure Alert (LVDA) and Rear Occupant Alert (ROA).

The ADAS Parking System combines Parking Distance Warning (PDW) Front and Rear with a Rear-View Monitor (RVM) for greater visibility.

Global rollout with additional model on the way
INSTER will launch first in Korea this summer, followed by Europe, the Middle East, and Asia Pacific in due course. Most equipment and technologies will come fitted as standard, with enhanced convenience and design features available optionally. Specifications will be confirmed closer to launch.

An additional variant, called INSTER CROSS^[5], will join the INSTER family in the future, featuring a more rugged, outdoor-focused design. Further details will be announced at a later date.

Hyundai INSTER Specifications*

*Specifications are based on European-model Hyundai INSTER. Features, technology and claimed figures may differ depending on the market.