Hyundai has clearly shown its keen interest in off-road SUVs with the , and now, to celebrate four decades of success in the United States, it has another capable machine. At the 2026 New York auto show, the Korean automaker took the wraps off the Boulder concept, which is based on the body-on-frame-constructed platform.
With this move, their ambitions to target the Ford Bronco and Jeep Wrangler are clear. They aim to debut a mid-sized pickup truck by 2030 based on this construction. According to Hyundai, they want the Boulder to be a fusion of sleek lines and boxiness. For this, they’ve gone with a body frame design philosophy called “Art of Steel.” At first glace you can tell the shapes resemble the Bronco with the addition of design elements adapted from bigger off-roaders. The latter can be associated with the roof-mounted safari windows of the Land Rover Defender.
Designer:
According to Hyundai at the reveal event, the future body-on-frame vehicles are going to be designed, developed, and built in America, using Hyundai’s US Steel. The SUV’s bold design took shape at Hyundai Design North America, led by a Southern California-based team. The focus here is on targeting the off-road fanatics and newbies who are venturing on their maiden journeys on virgin terrains. At the event, Hyundai Motor Company president and CEO, José Muñoz, said, “The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want.” Jose believes that body-on-frame vehicles are the backbone of American culture, and they want to bring capable midsize pickup vehicles to the region with all their might.
Adventure is at the core of the Boulder with rear-hinged coach doors for loading and unloading gear. The dual-hinged rear tailgate can also be opened from either side to accommodate bigger adventure gear. For an airy feeling, the rear windows can be rolled down. The off-road SUV rides on 37-inch mud-terrain tires, and the ground clearance, as well as the approach and departure angles, look aggressive. Although there are no official numbers on that from Hyundai, they still look impressive. According to SangYup Lee, Head of Hyundai and Genesis Global Design Center, Boulder is a “four-wheeled love letter to the dynamic, off-road way of life.”
Just like the IONIQ 3, based on the advanced steel technology, the Boulder’s Art of Steel design base is poised to attract off-roading enthusiasts who want a reliable 4×4 off-roader. Adding features like a tow hook and low-profile roof rack is a given since this vehicle is built for tough adventures. The rear window, which drops down to fit long objects like a canoe or to facilitate ventilation, signals the brand’s interest in building an elaborate ecosystem. The platform should accommodate combustion, electric, and hybrid options, which holds well for the brand’s future in the West.
On the inside, the SUV’s cabin carries a retro-futuristic vibe. There’s a full-width heads-up display showing the vital vehicle metrics, and the dashboard has small square displays with physical input for a more tactile feel. Other details about the concept are shrouded in mystery for now, and it’ll be interesting to see the developments as they unfold.
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