Hyundai Motor unveiled Ioniq's first small EV concept car, Concept Three, at IAA Mobility 2025. As the small electric car market heats up, Hyundai Motor has joined with an attractive model.
Concept Three, unveiled by Hyundai Motor on the 9th local time at IAA Mobility 2025 (Internationale Automobil-Ausstellung Mobility 2025), embodies a new direction for Hyundai's small EVs. It features a distinctive hatchback design. The model reflects Hyundai Motor's vision to expand the Ioniq lineup down to the small car segment with a differentiated small EV.
Hyundai Motor revealed the compact EV concept '45' in 2019, the midsize EV concept 'Prophecy' in 2020, and the large EV concept 'SEVEN' in 2021, then launched the Ioniq 5, Ioniq 6, and Ioniq 9 in sequence. Through this, it has built an EV lineup in the global electric vehicle market spanning compact, midsize, and large segments.
Hyundai Motor expects that by debuting this concept car in Europe, where the transition from internal combustion vehicles to electric vehicles is rapid and demand for hatchbacks is strong, it can elevate the Ioniq brand's stature.
A Hyundai Motor official said Concept Three is a model representing Hyundai Motor's next-generation electrification journey, adding that it embodies a vision to provide mobility that is practical yet emotionally resonant based on a compact body size and the Art of Steel design language.
Concept Three applies an Aero Hatch design emphasizing aerodynamic performance and, despite being a small EV, maximizes practicality with a spacious interior. A lemon-colored ducktail rear spoiler is fitted at the rear to optimize airflow while adding a sporty sensibility. A vertical tailgate improves interior space utilization, and the Aero Hatch approach enhances the completeness of both function and design.
Concept Three creates a strong yet dynamic silhouette based on the Art of Steel design language. Art of Steel is a technique that brings out the natural elasticity of steel material and emphasizes its inherent strength and beauty; it was first applied to last year's hydrogen fuel cell concept car, INITIUM.
Concept Three applies steel broadly to the exterior to visually express the material's elasticity and curved feel, emphasizing a refined impression and soft volumes simultaneously. In particular, the three-dimensional volume extending from the C-pillar to the side and rear creates a strong presence across the entire vehicle.
Also, where surfaces meet, sharp boundaries were used to further emphasize a dynamic image and actively utilized as distinguishing design elements unique to this concept car. The exterior color adopts Tungsten Gray, expressing the metal material's intrinsic hue to further highlight the sculptural beauty of the Art of Steel. Rectangular speakers reminiscent of exhaust outlets are placed at the rear, and bold lower cladding parts that evoke a spacecraft are applied to enhance visual immersion throughout the exterior.
Concept Three creates a space where occupants can feel both physical and emotional comfort through an interior design that highlights the beauty of materials. Seats, door trims, the console, and the dashboard are designed to embrace the space while preserving the materials' original textures and characteristics, creating a furniture-like sense of coziness. Curved structures are actively used throughout the interior to produce an even softer and more comfortable atmosphere.
Concept Three implements a user-centric layout through the BYOL (Bring Your Own Lifestyle) widget, making all functions convenient to use. The BYOL widget is a concept design that allows users to freely customize various driving-related functions according to their preferences, lifestyles, and needs.
The BYOL widget, typically positioned on the driver's dashboard, smoothly approaches the steering wheel the moment the ignition is turned on and offers the driver an intuitive interface. This allows drivers to use various functions in positions that naturally align with their line of sight and hands, enabling intuitive control and an immersive driving experience without disrupting driving flow.
Concept Three applies the character Mr. Pix, symbolizing this concept, both inside and outside the vehicle. Mr. Pix is a character that changes into various forms rather than being fixed to a single shape and is illustrated throughout the concept car. Visitors can enjoy small discoveries by finding the hidden character while naturally examining the design elements applied to the vehicle. By using Mr. Pix, Concept Three allows users to directly sense the vehicle's delicate design elements and conveys the car's distinctive personality.
Hyundai Motor will set up a 580 square meter booth on Ludwigstraße within the IAA Open Space, which spans Munich's city center, at this IAA Mobility, which runs through the 14th local time.
IAA Mobility is the largest mobility event in Europe, expanding beyond indoor exhibitions to encompass outdoor spaces across Munich's city center as a citywide event. Hyundai Motor plans to build a 7-meter-high large booth with a glass structure inspired by Ioniq's core design element, Parametric Pixel, and convey the brand's electrification vision to visitors with overwhelming presence.
The booth will display a total of seven electric vehicle models, including Concept Three and the Insteroid concept car, as well as the Ioniq 5, Ioniq 6 N, Ioniq 9, Kona Electric, and Casper Electric Cross.
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