Hyundai Shows Boulder SUV Concept, Previews Body-on-Frame Pickup

Hyundai has taken a big step into the unknown, unveiling a rugged concept at the New York International Auto Show that previews the company's plans to dip into the lucrative North American truck market.

Dubbed the Boulder Concept, it previews Hyundai’s first-ever body-on-frame platform, which will underpin a midsize pickup truck expected to arrive before the end of the decade. Based on its proportions and positioning, the rugged design concept could easily become a future body-on-frame SUV aimed squarely at the Ford Bronco and Jeep Wrangler.

“Our body-on-frame Boulder Concept SUV is a four-wheeled love letter to the dynamic, off-road way of life that many customers have been asking us for in our future-focused research,” said SangYup Lee, Executive Vice President, Head of Hyundai and Genesis Global Design. “We are confident that something like this ultra-capable Hyundai SUV concept could more than fulfill the needs of this exclusive group of adventure seekers.”

With an upright stance, wheels pushed to the corners, squared-off proportions, and high ground clearance, the Boulder Concept leans hard into the aesthetic that has driven the sales of rugged SUVs for years.

The overall shape draws clear comparisons to the Bronco—in particular, Ford's 2004 Bronco concept—yet Hyundai adds its own twist, including roof-mounted safari-style windows a la Land Rover Defender. It rides on oversized 37-inch all-terrain tires wrapped around 18-inch wheels, which lend generous ground clearance and hint at serious off-road intent.

Hyundai also says the concept was engineered with aggressive approach and departure angles, along with the ability to ford water.

Should the concept come to production, it will be aimed squarely at buyers who prioritize towing capability, durability, and serious off-road performance.

Inside, the Boulder Concept continues the utilitarian theme. The cabin uses durable materials in high-contact areas and favors physical controls over touch-only interfaces—it's wild that this has to be called out in 2026.

Brad Arnold, Hyundai's chief North American designer, said the Boulder's interior layout is designed to be flexible, with features like fold-out tray tables for work or recreation. The configurable elements of the interior are quite similar to Kia's Weekender concepts shown last year.

Hyundai is also exploring software-based off-road assistance systems, including a real-time guidance feature that acts like a digital spotter when navigating difficult terrain.

The concept itself is just chocolate icing; the real news is the fully-boxed ladder-frame architecture, which has already been confirmed for production. Hyundai says the future production truck will be designed, engineered, and built in the United States, using domestically produced steel.

The platform is expected to support multiple vehicles, and the Boulder is a strong candidate to be part of that program.

“Developing a robust midsize pickup is a significant growth opportunity for Hyundai in the United States,” said Randy Parker, President and CEO, Hyundai Motor North America. “Body-on-frame trucks play a central role in this market, and we see a clear opportunity to bring customers a new alternative that reflects how they work, explore, and live."

Hyundai hasn’t released technical details or timelines beyond a target launch before 2030, but the company did say it is planning to release 36 new or significantly updated models in North America before the end of the decade. Hopefully, the Boulder is one of them.

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