Munich/Seoul, September 9, 2025 – Hyundai Motor Company has taken the spotlight at IAA Mobility 2025 with the global unveiling of Concept THREE, its first compact electric vehicle (EV) concept under the IONIQ sub-brand. More than a design study, Concept THREE represents Hyundai’s next bold step in electrification, embodying its Art of Steel design language while setting the tone for the brand’s planned expansion into Europe’s rapidly growing compact EV segment.
A Milestone Debut in Munich
After a four-year absence from IAA Mobility, Hyundai Motor returned to Europe’s largest mobility showcase with a defining moment. The unveiling of Concept THREE underscores the company’s commitment to reshaping urban mobility, pairing emotional resonance with practical versatility.
“Returning to IAA Mobility after four years away is a true milestone, and such an occasion deserves a milestone car,” said Xavier Martinet, President and CEO of Hyundai Motor Europe. “Concept THREE represents the next step in Hyundai Motor’s electrification journey. With its compact dimensions and Art of Steel design language, it embodies our vision of delivering mobility that is practical, accessible and emotionally resonant.”
Design Innovation: The Art of Steel
Concept THREE reimagines compact EV design by translating Hyundai Motor’s steel expertise into sculptural artistry:
- Aero Hatch Silhouette – Flowing volumes intersect with taut lines, achieving aerodynamic efficiency while maintaining a vertical tailgate for urban practicality.
- Parametric Pixel Signature – Evolved pixel lighting creates a luminous gradient across front and rear, adding depth and rhythm to the car’s visual identity.
- Material-Led Aesthetics – An anodized-effect exterior finish meets lemon-tinted glass and matching wheels, linking exterior vibrancy with interior harmony.
- Furnished Space Interior – A warm, intuitive cabin, enriched with modular ‘Bring Your Own Lifestyle’ widgets, offers personalised journeys.
- Sustainable Materials – Ocean waste textiles and lightweight aluminium foam align Hyundai’s design with its long-term environmental commitments.
A playful companion, Mr. Pix, appears throughout the concept as an interactive design element, fostering joy and curiosity in daily mobility.
Europe at the Heart of Hyundai’s EV Roadmap
Europe remains central to Hyundai’s electrification ambitions. With nearly 80 percent of its European sales manufactured locally, Hyundai Motor is deeply embedded in the region’s mobility ecosystem.
By 2027, the brand aims to electrify every model offered in Europe, while globally targeting 21 EV models by 2030. Compact EVs such as Concept THREE will play a decisive role, addressing Europe’s urban challenges with solutions that are efficient, sustainable, and emotionally engaging.
Hyundai’s strategy extends beyond vehicles. Investments in hydrogen fuel cell technology, sustainable manufacturing powered by renewable energy, and recycled material integration reflect a holistic approach to clean mobility.
A Striking Stage at IAA Mobility 2025
Hyundai Motor’s return to Munich is marked by a commanding presence. Its 58-meter-wide, 7-meter-tall Parametric Pixel-inspired booth dominates Ludwigstraße, designed with six oversized glass pixels that embody Hyundai’s design philosophy.
Visitors to the booth can explore:
- The Global Debut of Concept THREE – the centrepiece of Hyundai’s B-segment ambitions.
- Design Exhibitions – including a sculpture inspired by Concept THREE’s exterior and a lounge chair reflecting its interior ethos.
- AddGear Display – showcasing modular, flexible in-car accessories for lifestyle versatility.
The showcase also extends to Hyundai’s full EV lineup, from the KONA Electric and IONIQ 5 to the performance-driven IONIQ 6 N, the flagship IONIQ 9, the INSTER Cross, and the experimental INSTEROID concept.
For visitors eager to experience Hyundai’s EVs firsthand, nine electrified models are available for test drives, including the IONIQ 9 and INSTER.
Leading Europe’s Clean Mobility Transition
IAA Mobility has evolved into a city-wide celebration of innovation, making it the perfect stage for Hyundai Motor to reaffirm its ambition. With Concept THREE, Hyundai not only enters the compact EV segment but also signals the brand’s readiness to define the emotional and sustainable future of urban mobility in Europe and beyond.
