Hyundai Unveiled the Boulder Concept at the NY Auto Show
Edited by Debra John — April 10, 2026 — Autos
This article was written with the assistance of AI.
References: yankodesign
Hyundai revealed the Boulder concept at the 2026 New York Auto Show as a body-on-frame off-road SUV designed by Hyundai Design North America, featuring an "Art of Steel" construction intended to balance sleek lines with boxy utility.
The concept was presented to mark Hyundai's 40 years in the U.S. and previewed a future mid-size pickup planned for debut by 2030. The Boulder includes distinctive adventure-focused touches such as rear-hinged coach doors, a dual-hinged tailgate that opens from either side, rear windows that roll down and 37-inch mud-terrain tires for aggressive ground clearance.
Hyundai said the platform will support combustion, hybrid and electric powertrains and that future body-on-frame models will be designed and built in the U.S. using Hyundai’s US Steel, signaling a move to compete with the Ford Bronco and Jeep Wrangler.
Image Credit: Hyundai
The concept was presented to mark Hyundai's 40 years in the U.S. and previewed a future mid-size pickup planned for debut by 2030. The Boulder includes distinctive adventure-focused touches such as rear-hinged coach doors, a dual-hinged tailgate that opens from either side, rear windows that roll down and 37-inch mud-terrain tires for aggressive ground clearance.
Hyundai said the platform will support combustion, hybrid and electric powertrains and that future body-on-frame models will be designed and built in the U.S. using Hyundai’s US Steel, signaling a move to compete with the Ford Bronco and Jeep Wrangler.
Image Credit: Hyundai
Off-road SUVs and pickups: near-term interest
Helps predict near-term shopping intent for off-road vehicles and which features to prioritize in upcoming coverage and partner offers.
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When was the last time you shopped for an SUV or pickup?
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How likely are you to consider an off-road-focused SUV or pickup next time?
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Which feature would most affect your choice of an off-road SUV/pickup?
Trend Themes
1. Revival of Body-on-frame Platforms - The renewed focus on body-on-frame architectures for SUVs signals a shift toward durable, upgradable platforms that may reshape segment expectations for off-road capability and vehicle longevity.
2. Multimodal Powertrain Flexibility - Platforms engineered to support combustion, hybrid, and electric drivetrains indicate an industry move toward adaptable architectures that can accelerate transitions between energy systems without full redesigns.
3. Adventure-centric Vehicle Design - Design choices emphasizing coach doors, dual-hinged tailgates, roll-down rear windows and massive mud-terrain tires point to a consumer demand for experiential utility that blends lifestyle branding with functional engineering.
Industry Implications
1. Automotive Manufacturing - Localized U.S. production of body-on-frame vehicles has the potential to reconfigure supply chains, labor models, and competitive positioning for global OEMs.
2. Steel and Materials - Sourcing specialized US Steel for rugged vehicle frames could elevate material premiumization and shift bargaining power toward domestic steel suppliers with tailored alloy offerings.
3. Aftermarket and Adventure Accessories - Modular accessories and tire systems designed around large-clearance frames and unique door/tailgate geometries may redefine customization economics and secondary-market revenue streams.
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