Hyundai INSTEROID concept debuts in Japanese Drift Master

Hyundai introduces the INSTEROID electric drift concept car in JDM: Japanese Drift Master, blending real and virtual experiences to engage digital-native audiences.

Hyundai Motor has introduced its electric concept car INSTEROID into the game JDM: Japanese Drift Master, merging real-world automotive design with the digital culture of drifting. This collaboration marks another step in Hyundai’s strategy to engage younger, digitally native audiences who view gaming as a key part of their lifestyle.

The debut took place on October 30, 2025, at the Japan Mobility Show, where Hyundai created a rare “dual immersion” experience. Visitors could explore the futuristic INSTEROID concept in person and simultaneously drive it in JDM’s open-world simulator. Developed by Poland’s Gaming Factory, the game is known for its detailed recreation of Japanese environments and authentic drift culture.

INSTEROID is the first fully electric model integrated into JDM. Its design draws inspiration from the aesthetics of night drifting and cyberpunk cityscapes, based on Hyundai’s INSTER concept. The company has not disclosed performance specifications, emphasizing instead its visual impact and experimental nature — a statement of creativity rather than a production preview.

Before the official reveal, Hyundai hosted a private event, “INSTEROID Night by Hyundai,” in Tokyo on October 22. Media and influencers experienced the car firsthand, underscoring public fascination with the fusion of technology, art, and drift culture.

The addition of INSTEROID to JDM aligns with Hyundai’s broader gaming initiatives. The brand has previously collaborated with Asphalt Legends Unite and Roblox, and at gamescom 2025 it unveiled a retro-style arcade game featuring both INSTEROID and INSTER. These partnerships highlight Hyundai’s intention to bridge gaming and mobility in meaningful, immersive ways.

Although INSTEROID remains a show car, its digital presence signals how automakers are reimagining engagement through virtual experiences. Hyundai continues to explore the frontier between technology, culture, and mobility — where the future of automotive storytelling increasingly takes shape.