1 / 10Show Debut: Hyundai revealed the Hyundai Boulder Concept SUV in a surprise global debut at the 2026 New York International Auto Show. The concept is a body-on-frame SUV design study that previews Hyundai’s first fully boxed body-on-frame platform. This new platform will underpin a production midsize pickup truck planned for launch by 2030, marking Hyundai’s entry into a new vehicle segment in the United States.
2 / 10US Focus: The Boulder Concept forms part of Hyundai’s strategy for the US market, where body-on-frame vehicles are commonly used for off-road driving, towing and hauling. Hyundai confirmed that future body-on-frame vehicles will be designed, developed and built in the United States using Hyundai-produced US steel, and the platform is intended mainly for North American customers rather than markets such as India.
3 / 10Platform Preview: Hyundai said the Boulder Concept previews its upcoming body-on-frame architecture, which will support a midsize pickup due by 2030 and possibly other vehicles in the future. The ladder-frame construction is intended to provide strength, durability and flexibility, and the project represents Hyundai entering a vehicle segment it has not previously competed in within North America.
4 / 10Design Language: The concept uses Hyundai’s “Art of Steel” design language and has an upright two-box silhouette focused on strength and function. The vehicle was designed by Hyundai Design North America in Southern California and developed with attention to off-road users and new customers Hyundai hopes to attract in the US market.
5 / 10Exterior Details: Exterior features include coach-style doors, fixed upper safari-style windows, a roof rack with steel webbing, tow hooks, reflective exterior elements and a Liquid Titanium finish. The vehicle rides on 37-inch mud-terrain tyres, carries a full-size spare on the tailgate, and has a double-hinged rear tailgate that opens from either side along with a power drop-down rear window.
6 / 10Off-Road Setup: The Boulder Concept is designed for off-road use with aggressive approach, departure and breakover angles and a high water fording depth. Hyundai also included a software-based real-time off-road guidance system designed to help the driver during off-road driving by providing guidance similar to a spotter.
7 / 10Interior Layout: Inside, the Boulder Concept uses durable materials in high-use areas such as grab bars and includes physical knobs and buttons for commonly used controls. The interior layout is configurable and includes fold-out tray tables intended for outdoor use, work or meals during trips and off-road travel.
8 / 10Production Plans: Hyundai said the body-on-frame truck is part of its future North American vehicle plans through 2030. Vehicles based on this platform will follow key principles: they will be designed in America, developed for America, built in America, and use Hyundai-produced steel made in the United States.
9 / 10Market Strategy: Hyundai said body-on-frame trucks are important in the US because they are widely used for work and recreational activities. The company sees the midsize pickup segment as a growth opportunity and said the Boulder Concept shows how Hyundai plans to enter this segment with vehicles developed specifically for US customers.
10 / 10Concept Purpose: The Boulder Concept remains a design study, but its body-on-frame construction, proportions, off-road focus and target users preview Hyundai’s future midsize pickup and possible SUV models using the same platform. The concept represents Hyundai’s planned expansion into the US body-on-frame vehicle market and signals the company’s future direction in North America.
