Concept THREE Marks Hyundai’s Comeback to Europe
Hyundai Motor returns to Europe’s largest mobility event after a four-year absence with the unveiling of Concept THREE, a compact electric vehicle (EV) concept under its IONIQ sub-brand, at IAA Mobility 2025 in Munich. The debut signals Hyundai’s entry into Europe’s rapidly growing compact EV segment, complementing its existing midsize and large models.
The Concept THREE embodies Hyundai’s Art of Steel design language, translating the material’s inherent strength and flexibility into sculptural forms. Its aerodynamic Aero Hatch profile features three intersecting surfaces that create flowing volumes and precise lines, paired with a vertical tailgate. Parametric Pixel lighting on the front and rear adds visual rhythm, while a lemon-tinted glass finish and matching wheels forge a connection between exterior and interior aesthetics.
images courtesy of Hyundai Motor
Mr. Pix Brings Playful Storytelling to Sustainable Cabin
Inside, the South Korean multinational automotive manufacturer introduces a cabin defined by soft yellow and grey tones that shift across textures to create a calming, intuitive environment. The interior integrates modular Bring Your Own Lifestyle (BYOL) widgets, allowing users to customize digital interfaces and functional elements, while playful storytelling is woven through Mr. Pix, a symbolic character that appears in interactive design details. Sustainability is central to the Concept THREE, with materials such as recycled wool, ocean waste textiles, and lightweight aluminum foam incorporated into the cabin.
Hyundai’s debut of Concept THREE comes as part of a broader European electrification strategy. By 2027, the company aims to offer electrified versions of every model in the region and to introduce 21 EV models globally by 2030. Compact EVs like Concept THREE are particularly relevant in Europe, where urbanization, sustainability regulations, and space constraints drive demand for smaller, more efficient vehicles.
Hyundai unveils Concept THREE
nine models on view at IAA Mobility
At IAA Mobility, Hyundai’s booth spans 58 meters in width and 7 meters in height, designed as an open, Parametric Pixel-inspired space that houses its full European EV lineup, including Concept THREE, the INSTEROID concept, and select IONIQ models. Visitors can experience nine models through test drives, ranging from compact EVs like the IONIQ 5 to larger vehicles such as the INSTER Cross and IONIQ 9. The booth also features design exhibitions that translate vehicle elements into tangible forms, including sculptures inspired by Concept THREE’s exterior and furniture reflecting the concept’s interior layouts.
the Aero Hatch profile features three intersecting surfaces that create flowing volumes
a lemon-tinted glass finish and matching wheels forge a connection between exterior and interior
the Concept THREE embodies Hyundai’s Art of Steel design language
recycled wool, ocean waste textiles, and lightweight aluminum foam are incorporated into the cabin
a cabin defined by soft yellow and grey tones that shift across textures
project info:
name: Concept THREE
car manufacturer: Hyundai | @hyundai
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