Hyundai revealed the Boulder Concept, an SUV designed for off-roading, at the 2026 New York International Auto Show. The said SUV concept comes with a bold and assertive design, but what lies underneath it shows Hyundai’s future model expansion.
The Hyundai Boulder Concept is underpinned by a body-on-frame platform, a first for the Korean automaker, and has been confirmed for its production midsize pickup truck, which is expected to be introduced by 2030. As such, Hyundai is flexing that it is making strides when it comes to the development of its own body-on-frame platform, which is a layout that’s commonly seen in SUVs and pickup trucks.
Hyundai decided to preview the platform that will underpin its production midsize pickup truck through the Boulder Concept, which happens to be an SUV. But, as mentioned earlier, a body-on-frame platform is commonly fitted to SUVs and pickup trucks. This is the case with the Toyota Hilux, as it has the same platform as the Toyota Fortuner.
Hyundai Motor Company President and CEO José Muñoz said that the company intends to compete in the midsize pickup truck segment. This includes trucks in the Philippines such as the Toyota Hilux, Ford Ranger, Nissan Navara, and Mitsubishi Triton, among others.
“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,” Muñoz said.
The Boulder Concept’s creation was led by the Southern California-based team at Hyundai Design North America. The automaker shared that the SUV concept 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 Hyundai Boulder Concept comes with a bold and assertive exterior design, and it has a boxy silhouette that makes it look like a rock-solid vehicle. The front fascia comes with a modern-looking headlight layout that’s complemented by a straightforward grille, muscular bumper, and skid plate.
The Boulder Concept also has prominent fender flares, which further add to its bold and composed demeanor. The auxiliary lights on the roof rack give you an idea that Hyundai intends to design the Boulder Concept as an off-road SUV that’s ready to explore the great outdoors.
Hyundai adds that it has dual safari-style fixed upper windows that flood the cabin with light and ensure no sightseeing opportunities are missed. Coach-style doors reveal enhanced side-loading capabilities for both first and second rows.
The SUV is also equipped with 37-inch mud-terrain tires and a tailgate-mounted full-size spare tire, which kind of reminds you of the design integrated into the Mitsubishi Pajero, Nissan Patrol Safari, or even the Isuzu Trooper.
It also has a double-hinged rear tailgate that opens from either side to accommodate every loading and unloading scenario. While a power drop-down rear window on the tailgate accommodates long items.
The Boulder Concept’s interior utilizes robust materials for key touchpoints, including grab bars and other high-wear areas, according to Hyundai. Frequent-use switchgear includes physical knobs and buttons within reach. Meanwhile, Hyundai did not reveal the Boulder Concept’s powertrain details as of this writing.
Autocar’s Take
It’s an open secret that Hyundai wants to explore its chances in the midsize pickup truck segment, as it has been releasing information about its intention of competing in the said vehicle category. With the introduction of the Boulder Concept, Hyundai is showing that it is serious in its willingness to launch a midsize pickup truck that comes with a body-on-frame platform.
Now, with the body-on-frame platform, we could expect that Hyundai will be revealing a truck that would challenge the likes of the Toyota Hilux, Ford Ranger, Nissan Navara, and Mitsubishi Triton, among others. Moreover, Hyundai confirmed that the body-on-frame truck is just one of the new Hyundai vehicles that are expected to be launched by 2030.
