# Body-On-Frame Off-Roaders Hyundai Unveiled the Boulder Concept at the NY Auto Show By Debra John | Written with AI assistance | Published 2026-04-10 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/the-boulder-concept References: [yankodesign](https://www.yankodesign.com/2026/04/02/hyundai-boulder-off-road-suv-has-bronco-and-wrangler-in-its-crosshair/)  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](https://www.trendhunter.com/trends/boulder-concept), 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](https://www.trendhunter.com/trends/ford-bronco-concept) and Jeep [Wrangler](https://www.trendhunter.com/trends/jeep-wrangler-magneto-20). Image Credit: Hyundai ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 59% | Activity: 43% | Freshness: 72% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **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. - **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. - **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. ### Industries Being Reshaped - **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. - **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. - **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. ## Related on Trend Hunter - [Luxury Off-Road SUV Concepts](https://www.trendhunter.com/trends/genesis-x-gran-equator-concept.md) - [Compact Off-Road EV Concepts](https://www.trendhunter.com/trends/fiat-grande-panda-4x4-concept.md) - [New Year-Focused Car Campaigns](https://www.trendhunter.com/trends/2027-telluride-suv.md) - [Angular Otherworldly Off-Road SUVs](https://www.trendhunter.com/trends/hyundai-crater-concept.md) - [Electric Off-Road Concepts](https://www.trendhunter.com/trends/elevated-velocity.md) - [Outdoorsy Rugged SUV Designs](https://www.trendhunter.com/trends/outlander-trail-edition.md) - [Formidable Off-Road Explorers](https://www.trendhunter.com/trends/krug-expedition.md) - [Lifted F1 Concept Vehicles](https://www.trendhunter.com/trends/offroad-racer.md) - [Revived Brutalist Coupes](https://www.trendhunter.com/trends/koda-1000-mbx.md)