The Hyundai Boulder Concept sport utility vehicle made its surprise global debut at the 2026 New York International Auto Show. This SUV design previews the brand’s first fully boxed body-on-frame architecture, a new platform that will underpin a production midsize pickup scheduled for 2030. The Boulder Concept’s stout, ladder-frame-style construction has long been favored by U.S. consumers seeking trucks and SUVs capable of serious off-roading, towing and hauling, company officials stated in a press release.
The Boulder Concept’s creation was led by the Southern California-based team at Hyundai Design North America. This design study was developed with a specific focus on catering to the desires of off-road enthusiasts and the goal of attracting new buyers to the Hyundai brand.
“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.”
“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.”
Boulder Concept’s Exterior & Off-Road Features
The Boulder Concept features Hyundai’s Art of Steel design philosophy. Inspired by the advanced steel technologies pioneered by Hyundai Steel (part of the Hyundai Motor Group), the alloy’s natural formability reveals flowing volumes and precise lines that both capitalize on and evoke the distinct qualities of steel, including its powerful, robust and timeless nature, noted the release.
The Boulder Concept’s overall silhouette presents an upright greenhouse that yields a commanding presence and excellent visibility with dual safari-style fixed upper windows. Coach-style doors enhance side-loading capabilities for both first and second rows. A low-profile roof rack includes steel webbing between the roof rails for extra cargo-carrying capability. The Boulder’s entire exterior is covered in an interpretation of Liquid Titanium finish.
Boulder also delivers generous ground clearance with oversized 37-inch mud-terrain 37×12.50R18 LT tires, including a tailgate-mounted full-size spare. Key elements of the Boulder Concept’s exterior, such as tow hooks and door handles, include reflective material that highlights the vehicle’s silhouette. Boulder offers a novel, versatile double-hinged rear tailgate that opens from either side to accommodate every loading and unloading scenario. A power drop-down rear window on the tailgate accommodates extra-long objects and enables flow-through ventilation. Boulder has been designed so that accessories can be added easily.
The Boulder Concept has been built with aggressive approach, departure and breakover angles for exceptional off-road agility. When crossing water, a generous fording depth helps to keep things moving safely and securely. From the driver’s seat, an available software-driven real-time off-road guidance system facilitates confident off-road adventuring.
Hyundai’s Body-On-Frame Production Future
The development of Hyundai’s body-on-frame platform is still in the early stages, but the company has set some ground rules for the vehicles that will eventually use this platform. These production models will be:
- Designed in America
- Developed for America
- Built in America
- Forged 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. The Boulder Concept SUV signals our approach to this segment and how we are thoughtfully developing our midsize pickup with the needs and expectations of U.S. customers at the core.”