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Hyundai Boulder: Adventure-forward SUV concept

[Credit: All images courtesy of Hyundai]

 

 

Hyundai surprised the world last week at the New York International Auto Show with the reveal of its Boulder concept SUV, a preview of the brand's first fully boxed body-on-frame architecture that will underpin a production midsize pickup to be delivered by 2030. The Boulder'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.

The Boulder concept's construction and appearance provided a clear indication of Hyundai's future design direction when it comes to rugged off-road capability and do-it-all utility that will be hallmarks of the company's future body-on-frame production vehicles. The concept's creation was led by the Southern California-based team at Hyundai Design North America, which developed a specific focus on catering to the desires of off-road enthusiasts and the goal of attracting new buyers to the Hyundai brand.

VIDEO: Hyundai Boulder concept quick look. [Credit: Hyundai]

"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," said Jose Munoz, President and CEO, Hyundai Motor Company. "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."

"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," said SangYup Lee, Executive Vice President, Head of Hyundai and Genesis Global Design Center, Hyundai Motor Company.

The Boulder Concept's essence is the product of Hyundai's "Art of Steel" design philosophy. Art of Steel transforms the strength and flexibility of steel into a language of sculptural-yet-functional beauty. 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.

Hyundai says every aspect of the Boulder concept has been designed to provide the freedom to pursue extreme adventures, tailor made for those looking to confidently blaze new trails with security and purpose. Pursuing these new adventures demands a rugged new body-on-frame architecture, one that delivers strength, durability, and functional flexibility.

The Boulder concept's overall silhouette presents an upright greenhouse that yields a commanding presence and excellent visibility. Dual safari-style fixed upper windows 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. A stout, low-profile roof rack includes steel webbing between the roof rails for extra cargo-carrying capability. Boulder's entire Art of Steel exterior is captured in a cool Liquid Titanium finish.

VIDEO: Hyundai Boulder concept walkaround at reveal -- long version. [Credit: Hyundai]

Boulder also delivers generous ground clearance thanks to its oversized 37-in. mud-terrain 37x12.50R18 LT tires, including a tailgate-mounted full-size spare for confident off-road exploring. Key elements of the Boulder Concept's exterior, such as tow hooks and door handles, include reflective material that highlights the vehicle's silhouette in the evening hours, making it easier to identify from a distance after a day of adventures.

Boulder even offers a novel and versatile double-hinged rear tailgate that opens from either side to accommodate various loading and unloading scenarios. A power drop-down rear window on the tailgate accommodates extra-long objects and enables flow-through ventilation when Boulder is on the move. Boulder has been designed to be a blank canvas onto which accessories can be easily added, simultaneously enhancing functionality and better reflecting the owner's personal taste.

The SUV concept's off-road design focus not only conveys an imposing presence; it also enhances its off-road terrain credentials, enabling aggressive approach, departure, and breakover angles for exceptional off-road agility. When the occasional creek might stand in the way of the Boulder, 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, acting like a digital spotter sitting shotgun.

Inside, the Boulder's interior takes advantage of robust materials for key touchpoints including grab bars and other high-wear areas. Frequent-use switchgear includes satisfying physical knobs and buttons within easy reach for confidence-inspiring use, even when bouncing over uneven terrain.

The concept features a configurable interior that seeks to support every moment of an adventure. Unique fold-out tray tables are great for a quick lunch on the trail or for finishing a key report out in the field.

As for the powerplant options, Hyundai has not fully revealed those yet. If the company is as in tune with American consumers as it says, it would probably be smart to offer the Boulder in ICE or hybrid versions, with an EV down the road. According to MotorTrend, Hyundai may "roll out an EREV powertrain, in which a battery pack and electric motors power the vehicle, but a gas engine provides extra motivation and range when the battery becomes depleted." How about a V6 instead, or at least a 4-cylinder turbo?

Sources: Hyundai, MotorTrend (powertrain quote only)

Published April 2026

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