Hyundai has introduced the Boulder Concept at the New York International Auto Show, signaling a strategic shift as the automaker prepares to enter the body-on-frame midsize pickup segment. The concept previews a new truck platform expected to reach production before the end of the decade.
The Boulder represents a major departure from Hyundai’s current U.S. lineup, which is exclusively based on unibody construction. Unlike those models, the new concept is built on a fully boxed ladder-frame architecture, laying the groundwork for Hyundai’s first traditional midsize pickup designed specifically for the North American market.
Hyundai Motor Company President and CEO José Muñoz said the move underscores the company’s ambition to compete in the highly profitable midsize truck segment. He emphasized that body-on-frame vehicles remain essential in the U.S. market, particularly for customers requiring durability for towing, hauling, and off-road use. Muñoz also confirmed that the upcoming production model will be both designed and manufactured in the United States to better align with regional demand.
The Boulder Concept is distinct from the Hyundai Santa Cruz, which uses a unibody platform shared with the Tucson and targets lifestyle-oriented buyers. In contrast, the Boulder is aimed at established midsize truck competitors such as the Toyota Tacoma, Ford Ranger, Chevrolet Colorado, and Nissan Frontier.
Hyundai said the new platform is engineered for flexibility, supporting internal combustion engines, hybrid systems, and fully electric powertrains. However, detailed technical specifications have not yet been released.
Design-wise, the Boulder Concept adopts a rugged, off-road-focused appearance. It features 37-inch mud-terrain tires, pronounced wheel arches, coach-style doors, and a dual-hinged rear tailgate. Utility-focused elements include a power-operated drop-down rear window and a rear-mounted full-size spare tire.
Inside, the concept introduces a futuristic cabin layout that replaces traditional instrument clusters and center infotainment screens with a pillar-to-pillar head-up display positioned along the base of the windshield. Additional dashboard displays and a modular “Bring Your Own Device” rail system allow for customization of the digital interface, while physical controls remain for durability and ease of use in demanding conditions.
Hyundai also revealed that the Boulder platform will include advanced software capable of providing real-time off-road guidance, analyzing terrain conditions and offering driving recommendations during trail use.
The Boulder Concept is part of Hyundai’s broader $18.4 billion investment in U.S. manufacturing, which includes initiatives 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 launch 36 new models in the North American market in the coming years, with the midsize pickup expected to play a central role in its expansion into one of the industry’s most competitive segments.
The Boulder Concept will remain on display at the Jacob K. Javits Convention Center in New York through April 12.
