At its core, Concept THREE represents Hyundai’s vision for the next generation of compact electric vehicles in Europe. This model, the first of its kind under the IONIQ sub-brand, is positioned to complement Hyundai’s existing midsize and large EV offerings, addressing a segment that is rapidly gaining importance across European cities. “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 as a Statement: Art of Steel and Urban Efficiency
Concept THREE’s design philosophy draws heavily on Hyundai’s “Art of Steel” language, which transforms the inherent strength and flexibility of steel into sculptural forms that balance power with elegance. The vehicle’s exterior showcases flowing volumes and precise lines, forming a sculptural identity that communicates both technical sophistication and emotional appeal. This design approach emphasizes Hyundai’s belief that material can serve as a muse, guiding both the aesthetic and functional aspects of vehicle development.
The car’s sculpted Aero Hatch body is a defining feature, composed of three intersecting surfaces that create visual tension while emphasizing aerodynamic efficiency. The vertical tailgate, combined with the streamlined roofline, enhances urban versatility, making the vehicle ideal for tight European streets without compromising interior space. Parametric Pixel lighting, a signature element of Hyundai’s EV designs, adds a layer of visual dynamism. At both the front and rear, the pixelated gradients produce depth and rhythm, creating a sense of motion even when the vehicle is stationary.
The materials and finishes of Concept THREE further reinforce the interplay between form and function. The anodized-effect exterior finish evokes the reflective qualities of steel, while lemon-tinted glass and matching wheels establish a visual dialogue with the cabin’s soft yellow and grey interior tones. Inside, the vehicle’s furnishings create a sense of warmth, clarity, and intuitive functionality. Modular “Bring Your Own Lifestyle” (BYOL) widgets allow occupants to personalize their environment, reflecting Hyundai’s emphasis on user-centric design and a flexible, adaptive in-vehicle experience.
Adding to the cabin’s unique character is Mr. Pix, a symbolic figure integrated throughout the interior and exterior. This playful element, with its hidden surprises and interactive features, encourages exploration and interaction, reinforcing the emotional connection between the vehicle and its occupants. The interior’s sustainable materials, including ocean waste textiles and lightweight aluminum foam, reflect Hyundai’s long-term commitment to environmentally responsible manufacturing and resource-conscious mobility solutions. These choices underscore the company’s dedication to reducing environmental impact without compromising the premium feel and design integrity of the vehicle.
Europe at the Heart of Hyundai’s Electrification Strategy
Europe plays a central role in Hyundai Motor’s global electrification ambitions. The region’s diverse urban environments, advanced environmental policies, and growing focus on sustainable transportation present both a challenge and an opportunity. With nearly 80 percent of its vehicles in Europe manufactured locally, Hyundai has the capacity to tailor products to regional needs, responding to the unique mobility patterns of European consumers while meeting rigorous environmental standards.
The debut of Concept THREE underscores Hyundai’s strategic focus on compact EVs as a solution to urban mobility challenges. These vehicles are designed to address congestion, reduce emissions, and maximize interior space without increasing the footprint of the vehicle on crowded city streets. Hyundai’s broader European electrification roadmap includes offering electrified versions of every model in Europe by 2027, alongside the introduction of 21 global EV models by 2030. In parallel, the company continues to advance hydrogen fuel cell technology as a complementary clean energy solution, and is transitioning its European production facilities to renewable energy, incorporating recycled and sustainable materials throughout its manufacturing processes.
Technological Excellence and the Emotional Experience
Concept THREE is more than a design statement; it is a technological platform that embodies Hyundai’s ambition to merge high performance with emotional engagement. The vehicle’s compact dimensions do not limit its technological sophistication. Rather, they provide a canvas for Hyundai to demonstrate how advanced electrification can coexist with a vehicle that is both accessible and emotionally resonant. The Parametric Pixel lighting system, combined with the BYOL personalization features, ensures that every journey is not just efficient, but also tailored to the driver’s individual preferences.
The cabin is designed to offer an environment of calm and intuitive clarity. Soft volumes, user-focused layouts, and a carefully considered color palette create a sense of serenity, reinforcing the idea that the car is more than a mode of transportation—it is a space where occupants can feel connected, relaxed, and engaged. The modular approach allows for seamless integration of personal devices, infotainment, and interactive elements, creating a cohesive ecosystem that reflects the evolving expectations of modern drivers and passengers.
Sustainability and Materials Innovation
Sustainability remains a core pillar of Concept THREE’s development. The use of ocean waste textiles for seating and trim demonstrates Hyundai’s commitment to addressing environmental challenges through thoughtful material selection. Lightweight aluminum foam contributes to both structural integrity and energy efficiency, helping reduce the vehicle’s overall weight while maintaining safety and comfort. These choices align with Hyundai’s broader goal of reducing environmental impact across the vehicle lifecycle, from production to operation, and highlight the company’s dedication to sustainable, future-ready mobility solutions.
Experiencing Hyundai’s EV Lineup
At IAA Mobility 2025, Concept THREE is presented alongside Hyundai’s broader European EV portfolio, including the INSTEROID concept and select IONIQ models. The company has created an immersive experience for visitors, offering test drives of nine models to showcase the range of technology, performance, and user experience capabilities. The hands-on approach allows attendees to understand the practical applications of Hyundai’s electrification strategy, from advanced driver assistance features to intuitive infotainment and connectivity solutions.
Hyundai’s IAA Mobility booth is designed to evoke a sense of openness and innovation, inspired by Parametric Pixel architecture. The spatial arrangement emphasizes interaction, allowing visitors to explore vehicles from multiple perspectives, engage with digital displays, and experience firsthand the design and technology features that define Hyundai’s EV ecosystem. This approach highlights Hyundai’s belief that the EV experience is as much about emotional engagement as it is about technical performance, underscoring the company’s commitment to creating vehicles that resonate with drivers on both functional and emotional levels.
A Broader Vision for European Mobility
The introduction of Concept THREE is more than a product launch; it is a signal of Hyundai’s broader vision for European mobility. Compact EVs are increasingly essential for urban transportation, offering practical solutions for dense city environments while supporting Europe’s sustainability objectives. Concept THREE embodies Hyundai’s strategy to combine advanced technology, sustainable materials, and thoughtful design to meet these needs, positioning the company as a leader in Europe’s ongoing transition to electrified mobility.
As cities across the continent adopt stricter emissions regulations and prioritize clean energy solutions, Hyundai’s commitment to offering a diverse and accessible EV portfolio positions the company to respond effectively to shifting consumer and regulatory demands. The Concept THREE, with its blend of design innovation, technology, and sustainability, exemplifies Hyundai’s approach to balancing practicality with emotional resonance, providing an EV that is as engaging to drive as it is responsible to own.
Looking Ahead
Hyundai Motor Company’s unveiling of Concept THREE signals the start of a new chapter in its global electrification journey. The vehicle embodies the company’s commitment to design excellence, advanced technology, sustainability, and emotional engagement, offering European consumers a glimpse into a future where compact EVs are central to urban mobility solutions. By integrating innovative design, sustainable materials, and modular personalization features, Concept THREE reinforces Hyundai’s mission to make electrification accessible, desirable, and meaningful for a diverse range of consumers.
With Europe as a strategic hub for its electrification efforts, Hyundai is poised to expand its EV offerings, complementing the existing midsize and large vehicle lineup with compact models designed specifically for urban environments. The company’s roadmap, which includes electrified versions of every model in Europe by 2027 and 21 new EVs globally by 2030, demonstrates a clear commitment to sustainability, innovation, and consumer-centric mobility solutions.