Hyundai has unveiled the Boulder Concept at the New York International Auto Show, marking a significant shift in its vehicle strategy as it moves toward entering the body-on-frame segment. The concept previews a new midsize pickup truck platform that is expected to go into production before the end of the decade.
The introduction of the Boulder highlights Hyundai’s departure from its current U.S. lineup, which is entirely based on unibody construction. In contrast, the new concept features a fully boxed ladder-frame architecture, laying the foundation for the company’s first traditional midsize pickup tailored specifically for the North American market.
Hyundai Motor Company President and CEO José Muñoz said the move reflects the automaker’s ambition to compete in the highly profitable midsize truck segment. He noted that body-on-frame vehicles continue to play a crucial role in the U.S., particularly among customers seeking durability for heavy-duty tasks and off-road performance. Muñoz also confirmed that the upcoming pickup will be both designed and manufactured in the United States to better meet local demand.
The Boulder Concept is positioned separately from the Hyundai Santa Cruz, which is built on a unibody platform shared with the Tucson and caters more to lifestyle-oriented buyers. With its robust construction, the Boulder is aimed squarely at established competitors such as the Toyota Tacoma, Ford Ranger, Chevrolet Colorado, and Nissan Frontier.
Hyundai stated that the new platform has been developed with flexibility to support multiple powertrains, including internal combustion engines, hybrid systems, and fully electric options. Detailed technical specifications, however, have not yet been disclosed.
From a design perspective, the Boulder embraces a rugged, off-road-focused aesthetic. It features 37-inch mud-terrain tires, pronounced wheel arches, coach-style doors, and a dual-hinged rear tailgate. Practical elements such as a power-operated drop-down rear window and a rear-mounted full-size spare tire reinforce its utility-driven design.
Inside, the concept adopts a futuristic layout, replacing conventional instrument clusters and central touchscreens with a pillar-to-pillar head-up display integrated along the windshield base. Additional dashboard screens and a modular “Bring Your Own Device” rail system allow users to customize their digital interface. At the same time, physical switches and heavy-duty controls remain, emphasizing usability in demanding conditions.
Hyundai also revealed that the Boulder platform will feature advanced software capable of providing real-time off-road guidance. The system is designed to assess terrain conditions and deliver driving recommendations during trail use.
The Boulder Concept forms part of Hyundai’s broader $18.4 billion investment in U.S. manufacturing, which includes projects such as the Georgia Metaplant and a new steel facility in Louisiana. The company aims to localize up to 80% of its U.S. vehicle production by 2030 as it expands its manufacturing footprint.
Looking ahead, Hyundai plans to introduce 36 new vehicles in North America over the coming years, with the midsize pickup expected to play a central role in its expansion into one of the automotive industry’s most competitive segments.
The Boulder Concept will remain on display at the New York International Auto Show at the Jacob K. Javits Convention Center through April 12.
