Hyundai is making significant moves in the midsize pickup truck market with plans to develop a rugged body-on-frame model that promises to be tougher than its current unibody Santa Cruz. The company gave a glimpse of its vision with the debut of the Boulder concept at the 2026 New York Auto Show, showcasing a design that blends retro off-road style with modern features.
The Boulder concept, while technically an SUV, hints strongly at what Hyundai’s future midsize truck could look like. It features a solid rear axle with coil springs and remote-reservoir shock absorbers designed for enhanced off-road performance. The front suspension likely uses a double-wishbone setup, balancing off-road capability with on-road comfort. This engineering approach signals Hyundai’s commitment to building a serious off-roader in the midsize truck segment.
Visually, the Boulder concept stands out with its blocky, angular body and geometric lighting, reminiscent of classic Land Rover and Toyota Land Cruiser designs. Its safari-style roof windows, side-opening cargo door, and exterior spare tire add to its rugged appeal. Renderings based on the concept suggest a crew-cab pickup with a slightly longer wheelbase, allowing for more refined proportions and functional design elements such as roll-down rear windows and retro-style C-pillar portholes.
Under the hood, details remain under wraps, but speculation points to Hyundai leveraging its next-generation turbocharged engines. The current 2.5-liter turbo four-cylinder in the Santa Fe produces 277 horsepower and 311 pound-feet of torque, comparable to competitors like the Toyota Tacoma. Future versions could offer increased power outputs exceeding 320 horsepower. There is also discussion about potential electric variants given Hyundai’s strong presence in the EV market, although an internal combustion engine remains the more likely initial powertrain.
Hyundai’s decision to enter the body-on-frame midsize truck arena marks a new strategic direction for the brand, which has traditionally focused on crossovers and unibody pickups. By adopting this tougher platform, Hyundai aims to compete directly with established players in rugged truck segments while appealing to off-road enthusiasts seeking a versatile and capable vehicle.
Industry observers note that Hyundai’s approach combines classic rugged styling cues with modern technology and comfort features, setting it apart from many traditional pickups. If production models stay true to the Boulder concept’s adventurous spirit and engineering innovations, Hyundai could carve out a strong niche in the competitive midsize truck market.
The Boulder concept’s appearance at a major auto show underscores Hyundai’s confidence in its upcoming pickup project. While no official production timeline has been announced, anticipation is growing among consumers eager for a new midsize truck option that blends toughness with contemporary design and performance.
As Hyundai continues to expand its lineup globally, this new body-on-frame pickup could become a key player in boosting the brand’s reputation for innovation and durability in diverse driving conditions.
