The 2025 Hyundai Inster costs more than Chinese electric car rivals like the MG4, BYD Dolphin and GWM Ora, but is that because of its edgy design?
By Stephen Ottley · 26 Apr 2025
What price do you put on style? If you’re Hyundai, it’s $39,000 (plus on-road costs), which is the starting price of its all-new Inster compact electric vehicle.But while that makes it more expensive than its direct competitors, Hyundai’s global design boss has said that’s a cost the company must pay.SangYup Lee, Vice President and Hyundai and Genesis Global Design Centre, explained that while the brand could have decided to make the Inster cheaper, the priority was to create a lasting first impression to the Hyundai brand for new buyers it hopes to attract.“ This is our challenge,” Lee told CarsGuide. “But at the same time, when it comes to EV of the Year, Inster, that is the gateway car for first-time users, and a lot of young Gen Z players buying this car. So for me, the entry-level car, the first car is so important because a gateway for our product. So we just want to make sure it has a lot of character.”He said the recently revealed Insteroid concept car is an extension of this design philosophy, playing with the idea of fun and youthful design that will try to speak to a new generation of customers - rather than making the cheapest, most-affordable model possible - even if it means standing out from other models in the Hyundai line-up.“Sometimes when you look at it, you have a smile on your face. And then you see in the Insteroid that is our video game car, it's all about ,” Lee explained.“When you look at it, you have a smile on your face. So you don't have to have exactly the same face as Palisade to the Inster. So this is all about, we have to really target our customers. And at the end of it, I must say there's nothing wrong with what other brands do versus what we are doing and the customer will make a decision. I really believe this is the customer’s decision.”With its $39,000 starting price the Inster is notably more expensive than its nearest rivals, which all happen to be from relatively new Chinese car brands. The BYD Dolphin starts at $29,990 (plus on-road costs), the GWM Ora costs $35,990 drive-away and the MG4 is priced from $37,990 (plus on-road costs).Despite the cheaper prices, Lee has nothing but compliments for his Chinese rivals, but stressed Hyundai has different priorities as a more established carmaker, particularly when it comes to longevity of design and vehicle reliability.“I have a huge respect for Chinese brands because in such a short amount of time, they challenge a lot,” the Hyundai design boss said. “But we are a traditional OEM and we also are taking care of our customers on the fundamental side of it, most important safety."I mean, of course you love to have karaoke inside of a car and everything together, but a car is a form of transportation. You travel with your family, the safety is something you cannot compromise and therefore the usability and all the things, et cetera. And then we are actually adding the value. For the high techs and also connected and everything together. And so this is actually a bit of the priority difference, I would say.“But once again, that’s okay, this is our philosophy, which we believe is a very important philosophy, a customer able to choose at the end of it. Because for me, a brand-new car is cool, but cars on the street are even more important because I see the value of the car when the car has been out there at least five years and parked on the street."Is the car still stable? Is the car still easy to use and doesn't get dated soon? I think those are the very important factors when you design a car.”Fresh from claiming the title of EV of the Year at the World Car of the Year Awards, the Inster is due to launch in Australia by the middle of the year.