Boulder Body-on-Frame Concept Is the Most American Hyundai of All Time
Hyundai said the concept previews a 2030 midsize pickup and future body-on-frame models will be designed, developed and built in America using Hyundai US steel.
- On Wednesday, Hyundai unveiled the Boulder Concept at the New York Auto Show, a body-on-frame off-road SUV designed to compete against the Ford Bronco and Jeep Wrangler.
- Hyundai President and Chief Executive Officer José Muñoz stated the automaker intends to "compete in the midsize pickup segment with everything we have," leveraging the company's "Art of Steel" design philosophy.
- The rugged concept features 37-inch mud-terrain tires, a dual-hinge tailgate, and safari-style windows, while the cabin prioritizes physical knobs and buttons over touchscreen controls for off-road usability.
- Confirming future production plans, Hyundai announced the vehicle will be designed, developed, and built in America, serving as a design preview for a midsize pickup truck due by 2030.
- This SUV is one of 36 new vehicles Hyundai plans for North America by 2030, marking the company's strategic entry into segments where it has never competed before.
41 Articles
41 Articles
Hyundai Motor unveiled the "BOULDER," a next-generation mid-size pickup truck concept model, at the 2026 New York International Auto Show held at the Jacob Javits Convention Center in New York on April 1 (local time). The Boulder was designed under the leadership of Hyundai Motor's U.S. Design Center. It showcased Hyundai's design direction for mid-size pickup trucks through a body-on-frame structure and a design focused on off-road capabilities…
The Hyundai Boulder Concept shows a vision of a traditional rugged off-roader with a boxy body-on-frame design that is ready to take on any challenge. The concept is a preview of a mid-size pickup truck for the U.S. market that will arrive later in the decade.
Coverage Details
Bias Distribution
- 50% of the sources are Center
Factuality
To view factuality data please Upgrade to Premium
