Hyundai revealed the Boulder Concept sport utility vehicle in a surprise global debut at the recently concluded 2026 New York Auto Show, outlining its plans to enter the body-on-frame segment and launch a midsize pickup by 2030.
Related: The Hyundai CRATER Concept is a Moon rover for Earth
The Boulder Concept is a design study that introduces Hyundai’s first fully boxed, body-on-frame architecture. The platform is confirmed to underpin a future production pickup, marking the company’s entry into a segment it has not previously competed in.
According to Hyundai, the ladder-frame construction targets buyers in the United States who prioritize off-road capability, towing, and hauling, which are areas where body-on-frame trucks and SUVs remain dominant.
The concept was developed by Hyundai Design North America in Southern California, with a focus on off-road enthusiasts and attracting new customers to the brand.
José Muñoz, president and CEO of Hyundai Motor Company, said the vehicle reflects the company’s push to expand in North America, including plans to introduce 36 new models in the region by 2030. He added that Hyundai aims to compete directly in the midsize pickup segment with vehicles designed, developed, and built in the United States using locally produced steel.
SangYup Lee, head of Hyundai and Genesis Global Design, described the concept as a response to customer demand for more capable, adventure-focused vehicles.
The Boulder Concept follows Hyundai’s “Art of Steel” design philosophy, highlighting the strength and flexibility of steel through a mix of sculpted surfaces and functional elements. The material approach draws from technologies developed by Hyundai Steel.
The SUV features an upright profile for improved visibility, with safari-style fixed upper windows designed to increase cabin light. Coach-style doors allow easier access to both rows, while a low-profile roof rack with steel webbing adds cargo capacity.
It rides on 37-inch mud-terrain tires and includes a full-size spare mounted on the tailgate. Exterior elements, such as tow hooks and door handles, use reflective materials to improve visibility in low light.
A double-hinged tailgate can open from either side, and a power drop-down rear window allows for carrying longer items and improved cabin ventilation. Hyundai said the vehicle is designed as a customizable platform, allowing owners to add accessories based on their needs.
Off-road capability is a key focus, with design elements aimed at improving approach, departure, and breakover angles, as well as water fording ability. The concept also includes a software-based real-time off-road guidance system that functions as a digital spotter.
Inside, the Boulder Concept uses durable materials in high-contact areas such as grab handles and controls. Physical buttons and knobs are retained for easier operation in off-road conditions.
The cabin is configurable, with features such as fold-out tray tables intended for outdoor use or work scenarios.
Hyundai said its future body-on-frame vehicles will follow four key principles: they will be designed, developed, and built in the United States, and use Hyundai-produced U.S. steel. This, we figure, is to avoid unnecessary tariffs that could drive up the price.
Randy Parker, CEO of Hyundai Motor North America, said the midsize pickup segment represents a growth opportunity, adding that the Boulder Concept outlines the company’s approach to meeting the needs of U.S. buyers.
While the Boulder Concept remains a non-production design study, Hyundai said it sets the direction for its upcoming pickup, including its construction, proportions, and focus on utility and off-road capability.
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