Hyundai Concept THREE: Redefining Compact Electric Design with Bold Creativity
Hyundai Motor made a striking impression at IAA Mobility 2025 in Munich with the unveiling of the Concept THREE, the company’s boldest interpretation of electric mobility to date. This concept is particularly significant because it marks the first compact electric vehicle (EV) to carry the IONIQ badge, signaling a new phase in Hyundai’s electric portfolio.
Though compact in size, the Concept THREE stands out with a presence that is both sculptural and emotionally engaging. More than just a futuristic showpiece, it is a design manifesto—a car that seeks to combine functionality with creativity, while making mobility both democratic and exciting. Central to this philosophy is Hyundai’s new design approach called the ‘Art of Steel’, which takes inspiration directly from one of the company’s core strengths: its unique relationship with steel manufacturing.
But how exactly did this daring concept come to life? To explore the journey behind the design, Hyundai’s team offered insights into the creative process and the personalities who helped shape it, including the mysterious and playful design mascot, “Mr. Pix.”
The Genesis of ‘Art of Steel’
According to Simon Loasby, Senior Vice President and Head of Hyundai Design Center, the inspiration for the new design philosophy started with a simple but powerful realization. Hyundai, unlike most automakers, manufactures its own steel, giving it a unique link between design and material innovation.
“Steel has always been central to our cars, but the question was: how could we celebrate it in a fresh, artistic way?” Loasby explained. The answer was found in studying the natural qualities of steel—the way it bends, curves, and reflects light. The design team began by working with paper sculptures to simulate those bends and folds, later experimenting with actual steel models.
As Nicola Danza, Head of Exterior Design at Hyundai Design Center Europe, described: “Even the gentlest bends in steel produce beautiful highlights. We wanted to capture that natural play of light and combine it with sharper, intentional lines. The result is a car body that feels alive with tension and movement.”
Why a Hatchback?
For Hyundai, the Concept THREE’s hatchback design was no accident. Europe, with its rich tradition of compact hatchbacks, became the testing ground for innovation. Loasby recalled a late-night design meeting where one silhouette stood out: the so-called ‘Aero Hatch.’
The form starts low at the front for aerodynamic performance, then rises into a distinctive roofline with extra headroom for passengers, before flowing into a bold ducktail spoiler. This profile gives Concept THREE its own identity—combining practicality, efficiency, and sportiness.
Danza emphasized that Hyundai doesn’t adhere to a single “family face” across all models. Instead, each new project is treated as an opportunity to create a unique identity tailored to its purpose and audience. This freedom is what makes Hyundai’s design direction unpredictable and exciting.
The Playful Spirit of Mr. Pix
One of the lighter, more imaginative elements of the Concept THREE is the hidden character known as “Mr. Pix.” Created as a tribute to Hyundai’s signature pixel design language, Mr. Pix can be found tucked into various parts of the car—from the digital clusters and head-up display to tiny screw heads in the rear speakers.
For Loasby and the design team, Mr. Pix embodies the philosophy of bringing joy to mobility. “We asked ourselves, how can we put a smile on someone’s face? That’s where Mr. Pix came in. He’s a playful element, hidden in plain sight, waiting to be discovered.”
These whimsical touches extend to other details, like the phrase engraved on the diffuser: “May The Downforce Be With You.” It serves a real aerodynamic function but also highlights the designers’ sense of humor and creativity.
Rethinking the Interior
Inside, the Concept THREE takes an equally bold approach. The dashboard architecture prioritizes driver safety, keeping essential information close to the eyeline. Screens are clustered around the steering wheel, ensuring that drivers can access functions without distraction.
Raphael Bretecher, Head of Interior Design at Hyundai Design Center Europe, explained the philosophy: “We believe in screen reduction. Technology should serve the driver, not overwhelm them. Every display and control is placed where it’s most intuitive.”
Materials also play a starring role in the interior. Lightweight aluminum foam forms part of the structure while also delivering a striking aesthetic. Sustainable and recycled elements are used extensively, from wool fabrics to seat trims made from recycled ocean waste. The floor features a paint finish derived from recycled aluminum powder, reinforcing Hyundai’s commitment to sustainability under the IONIQ banner.
Emilie Grimm, Advanced CMF Designer, highlighted the advantage of working on a concept vehicle: “Because this isn’t a production car, we have the freedom to experiment. We can showcase ideas like UV-absorbing glass, metallic-finished leather with unique curvature, and sustainable fabrics that may inspire future models.”
A Glimpse of Hyundai’s Future
Ultimately, the Concept THREE is more than just a design study. It represents Hyundai’s willingness to challenge conventions and merge functionality with artistry. From the Art of Steel philosophy to playful characters like Mr. Pix, the concept demonstrates how Hyundai is pushing beyond the traditional boundaries of automotive design.
As Loasby concluded: “Every Hyundai has its own face, its own character. With Concept THREE, we’re showing the world what compact electric mobility can look like when you combine imagination, sustainability, and emotion.”
With its daring form, rich storytelling, and innovative use of materials, the Hyundai Concept THREE stands as both a vision of the future and a reminder that design can be as playful as it is purposeful.
