A Look to the Future: The Hyundai Boulder Concept

A Look Ahead
Hyundai made a big splash at the 2026 New York Auto Show with the debut of this eye-catching Boulder Concept. The rugged SUV aligns with the brand’s announcement of plans to build a body-on-frame midsize pickup truck, and it wouldn’t be much of a stretch to expect an SUV on the new platform. For a brand that’s never offered a vehicle on a body-on-frame architecture, the Boulder Concept opens the door to a range of possibilities.

For Adventure Seekers
“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 Center, Hyundai Motor Company. “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.”

Designed in America
The creation of the Boulder Concept was led by Hyundai Design North America, with the goal of building a rugged, capable vehicle that isn’t currently offered by Hyundai and would attract off-road enthusiasts. With the strong structure and durability of a body-on-frame SUV, Boulder would compete with models like the Ford Bronco or the Land Rover Defender if it were to be built.

Art of Steel
Hyundai’s “Art of Steel” design philosophy was the primary inspiration for the Boulder Concept, described as transforming “the strength and flexibility of steel into a language of sculptural-yet-functional beauty.” The sculpted lines of the concept are further enhanced by the Liquid Titanium paint, which seems to glow in the light.

Purposeful Design
One look at the Boulder Concept and it’s clear that it was built for the off-road enthusiast. Short overhangs provide excellent approach and departure angles, and the bold fenders surround massive 37-inch mud-terrain tires. Tow hooks integrated into the stylish front and rear bumpers enhance overall capability, and the low-profile roof rack provides additional cargo-carrying capacity.

Unique Openings
Adding to the Boulder Concept’s versatility is the dual-hinged rear cargo door that can be opened from either side for convenient access to the cargo area. The rear window is power-operated, lowering to provide additional loading options or the ability to handle longer cargo. Unique door handles open the coach-style doors, creating a wide opening to the passenger cabin.

Advanced Interior
The concept interior is a perfect match for the Boulder’s exterior design, with stylish, rugged materials and proper physical switchgear.

American Made
While showcasing this first look at a body-on-frame SUV, Hyundai announced that the upcoming models, including the planned midsize pickup truck, would be designed and developed in America and built with Hyundai-produced U.S. steel. “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.”

More to Come
“The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want,” said José Muñoz, President and CEO, Hyundai Motor Company. “Body-on-frame vehicles are the backbone of American work and adventure, and we intend to compete in the midsize pickup segment with everything we have. The body-on-frame truck is one of 36 new Hyundai vehicles coming to North America by 2030. We are entering segments we have never competed in before, and we are doing it the right way: designed in America, built by Americans for American customers.” With 36 new models on the horizon for Hyundai, hopefully one of them can be a production version of the Boulder.