Concept THREE: Hyundai’s Bold Push Into Europe’s Small EV Market (Image courtesy of Hyundai Motor)
MUNICH, Sept. 9 (Korea Bizwire) — Hyundai Motor unveiled its first small electric vehicle concept on Tuesday at Europe’s largest mobility fair, underscoring the South Korean automaker’s push to expand its EV lineup into the compact segment, where demand is strongest in Europe.
The concept car, dubbed “Concept THREE,” was introduced at the IAA Mobility 2025 in Munich. It marks the latest chapter in Hyundai’s strategy to build out its Ioniq brand, which already includes the mid-sized Ioniq 5, the sleek Ioniq 6, and the large-format Ioniq 9. The new model would round out the lineup by targeting the hatchback-driven European market.
Hyundai executives said debuting the vehicle in Munich was a deliberate move to showcase the brand’s ambition in one of the world’s most competitive EV battlegrounds. “Europe is shifting faster than anywhere toward electrification, and hatchbacks remain central to consumer choice here,” the company noted.
Concept THREE: Hyundai’s Bold Push Into Europe’s Small EV Market (Image courtesy of Hyundai Motor)
Design and Innovation
Concept THREE adopts an “Aero Hatch” design aimed at maximizing aerodynamics. Its rear features a lemon-colored ducktail spoiler and a vertical tailgate that improves airflow and interior space efficiency. The exterior follows Hyundai’s “Art of Steel” philosophy — a design approach first introduced in its hydrogen concept, Innisiom, last year — which highlights the natural elasticity of metal to convey both strength and elegance.
Sculpted steel panels create a voluminous silhouette, sharpened by angular intersections for a dynamic edge. The car’s tungsten gray finish reinforces its futuristic metallic presence, while rectangular rear speakers and spaceship-like cladding accentuate its experimental style.
Inside, the cabin draws inspiration from domestic furniture, with seats, consoles and trims crafted to evoke a lounge-like feel. A standout feature is the “Bring Your Own Lifestyle” (BYOL) widget system, which allows drivers to personalize their interface and driving functions. The widget, positioned on the dashboard, extends toward the steering wheel when the vehicle starts, offering intuitive access at the driver’s fingertips.
Hyundai also introduced “Mr. Pix,” a shape-shifting character integrated into both the interior and exterior, designed to inject a playful personality into the car.
Concept THREE: Hyundai’s Bold Push Into Europe’s Small EV Market (Image courtesy of Hyundai Motor)
Showcase at IAA Mobility
At the IAA’s Open Space, Hyundai mounted a sprawling 580-square-meter booth, dominated by a seven-meter glass installation inspired by the brand’s parametric pixel design. Alongside Concept THREE, the company displayed seven other electric models, including the Insterroid concept, Ioniq 5, Ioniq 6 N, Ioniq 9, Kona Electric, and Casper Electric Cross.
Hyundai also unveiled “Hyundai AddGear,” a new accessory system enabling users to mount and customize items onto their vehicles. Art installations such as The Essence and Furnished Lounge, inspired by Concept THREE’s design motifs, rounded out the display.
With Concept THREE, Hyundai signaled not only an entry into the compact EV market but also its intent to strengthen its brand identity in Europe’s increasingly crowded electric mobility landscape.
Kevin Lee (kevinlee@koreabizwire.com)
