Hyundai Motor Drives into the Virtual Drifting World with INSTEROID Electric Concept Car in JDM: Japanese Drift Master - CleanTechnica

Hyundai Motor Company has introduced its electric concept car, INSTEROID, into the drift racing game JDM: Japanese Drift Master, marking the first electric vehicle featured in the game. Developed by Poland’s Gaming Factory, JDM offers an open-world Japanese racing environment known for hyper-realistic vehicle modeling. INSTEROID’s inclusion highlights Hyundai’s innovative strategy to engage digital-native audiences by blending automotive design and gaming culture. The concept car emphasizes drifting performance and futuristic aesthetics, aiming to build brand affinity through immersive, experiential storytelling. The launch included an exclusive offline event, “INSTEROID Night by Hyundai,” in Japan, followed by a dual physical and digital reveal at the Japan Mobility Show, where attendees could interact with both the real concept car and its in-game version. Hyundai’s collaboration with JDM also features other electric models like the IONIQ 5 and INSTER as non-playable characters, enriching the game’s environment. JDM: Japanese Drift Master is available on Steam, with upcoming