The Hyundai Boulder Concept made a surprise global debut at the 2026 New York International Auto Show, showcasing a rugged, body-on-frame SUV design.

This concept signals Hyundai’s entry into the serious off-road market, with a production midsize pickup based on this platform expected by 2030, aimed at competing with Ford Bronco and Jeep Wrangler.

Key Details of the Hyundai Boulder Concept:

• Design & Architecture: The Boulder features a, fully-boxed body-on-frame chassis, designed for towing, hauling, and off-roading. It features an upright “Art of Steel” design with 37-inch mud-terrain tires, coach-style doors, and a double-hinged tailgate.
• Off-Road Capability: The vehicle is built with high ground clearance, short overhangs, and a software-driven “digital spotter” system that provides real-time guidance for navigating tough terrain.
• Production Promise: Hyundai confirmed that its future body-on-frame vehicles, including the planned midsize pickup, will be designed, developed, and built in America, using U.S.-produced steel.
• Interior Features: The interior focuses on utility with robust materials, physical knobs and switches, and fold-out tray tables for versatility.

The Boulder Concept is designed as a direct competitor in the North American off-road SUV segment, marking a major strategic shift for Hyundai.