The Huge Hyundai Concept That Looks Like An Old Ford

Hyundai doesn’t usually play in the oversized, rugged space, which is what makes the design of the Hyundai Boulder concept so interesting.

At first glance, it looks like a throwback—something reminiscent of Ford's early-2000s concept Bronco—with proportions and styling that lean far from the slog of daily commuting.

After seeing it in person on the show floor of the New York International Auto Show, the biggest surprise isn’t the design itself—it’s the scale. According to our own Kyle Patrick, this thing is massive, far larger than photos initially suggest.

That alone raises questions about where Hyundai sees this fitting. We already know the Boulder is a preview of a future pickup truck the automaker plans to build before the end of the decade.

The brand has built its reputation on practical, value-driven vehicles, not oversized, niche off-roaders. And yet, there are still clear ties to Hyundai’s current design language. The lighting signatures, the surfacing, and the overall cohesion keep it from feeling completely out of left field.

What the Boulder does best is the details. The exaggerated fender flares give it a planted, almost exaggerated stance, while the small upper “safari-style” windows add purpose. It’s a mix of old-school inspiration and modern execution rather than retro for the sake of it.

The bigger question is whether something like this has a future beyond the concept stage. Is Hyundai testing the waters for a more lifestyle-focused, off-road-capable vehicle, or is this simply a design exercise meant to spark conversation?

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