Hyundai Motor, South Korea’s largest automaker and a growing global EV player, has unveiled its first compact electric vehicle concept, dubbed “Concept THREE,” at the IAA Mobility 2025 show in Munich, Germany. IAA Mobility, Europe’s largest mobility trade show, marked Hyundai’s return to the event after a four-year absence.
The company installed a 6,243-square-foot open-air booth on Munich’s Ludwigstraße, highlighted by a 23-foot-tall glass structure inspired by the brand’s Ioniq design language, which attracted large crowds even before the reveal.
Concept THREE signals Hyundai’s entry into the B-segment EV market, a category focused on small passenger cars.
This segment remains particularly strong in Europe, where the shift toward electrification is progressing faster than in many other regions, including the U.S.
The new concept follows Hyundai’s earlier IAA EV debuts-the “45” in 2019 (which became the Ioniq 5), “Prophecy” in 2020 (Ioniq 6), and “SEVEN” in 2021 (Ioniq 9).
The production version of Concept THREE is expected to launch in spring 2026 and will be the first of six new EVs Hyundai plans to introduce in Europe across multiple vehicle classes.
The design of Concept THREE focuses on aerodynamic efficiency with its “Aero Hatch” silhouette and includes a lemon-colored ducktail rear spoiler to improve airflow.
A vertical tailgate enhances interior usability, while the exterior reflects Hyundai’s “Art of Steel” design philosophy-originally introduced in the “N Vision 74” hydrogen concept.
This approach leverages broad steel panels and smooth curves to convey both strength and elegance.
Additional details include sharp surface transitions, “Tungsten Gray” metallic paint, rectangular speaker-like accents reminiscent of exhaust tips, and space-inspired lower cladding elements that give the vehicle a futuristic edge.
Inside, the cabin is styled to resemble home furnishings, with seats, door panels, the dashboard, and the center console designed to feel comfortable and visually warm.
A standout feature is the BYOL (Bring Your Own Lifestyle) interface-a customizable widget system that tailors key vehicle functions to the driver’s preferences. When the car is turned on, the interface slides toward the steering wheel for intuitive access, aligning with the driver’s natural line of sight and reach.
Hyundai also introduced a shapeshifting digital mascot called “Mr. Pix,” embedded throughout the vehicle to emphasize personalization and playfulness.
In addition to Concept THREE, Hyundai displayed six other EV models at its booth: the INSTERroid concept, Ioniq 5, Ioniq 6 N, Ioniq 9, Kona Electric, and Casper Electric Cross.
The company also presented two installations inspired by the concept car’s design-“The Essence,” based on its exterior form, and “Furnished Lounge,” reflecting the cabin layout. Hyundai further unveiled “AddGear,” a new modular accessory system that allows users to attach various items to the vehicle for expanded functionality.
Xavier Martinet, Head of Hyundai’s European Operations and CEO of Genesis Europe, highlighted the strategic importance of EVs in the region.
“Electric vehicles are the most fundamental product line for Hyundai,” he said, noting that the Ioniq brand is central to the company’s presence in Europe.
He added that by 2027, every Hyundai model sold in the region will offer some form of electrification-including hybrid and mild hybrid variants-as the company looks to navigate tightening subsidies and rising barriers in the EV market.
