Hyundai is stepping into the rugged off-road vehicle market with its new Boulder SUV concept, signaling a major shift toward body-on-frame designs aimed at competing with established models like the Ford Bronco and Jeep Wrangler. Revealed at the 2026 New York International Auto Show, the Boulder concept represents Hyundai’s first exploration of this segment, building on the foundation laid by its earlier Santa Cruz pickup.
The Boulder concept features a tough, utilitarian look with large 37-inch mud-terrain tires, high ground clearance, and practical elements such as fixed safari-style windows, roof racks, and tow hooks. Hyundai’s design team emphasizes authenticity and simplicity, focusing on functional components that speak for themselves rather than decorative embellishments. This approach aligns with Hyundai’s new design philosophy called ‘Art of Steel,’ which celebrates the honesty of materials and embraces their natural forms.
Brad Arnold, Head of Hyundai Design North America, explained that the Boulder and other upcoming vehicles are designed to meet specific customer needs while maintaining recognizable brand elements through what Hyundai calls a ‘chess piece’ strategy. This means each vehicle has its unique identity tailored to its segment but shares core design principles that create brand consistency. The goal is to offer customers vehicles that are both practical and expressive of their lifestyle, allowing owners to personalize their vehicles based on their outdoor interests.
Hyundai plans to produce its upcoming body-on-frame vehicles in the United States using domestically sourced steel from its Louisiana plant. The midsize pickup truck based on this platform is expected to launch by 2030, although details on production locations remain undecided. The platform is versatile enough to support electric, hybrid, and traditional internal combustion engines, reflecting Hyundai’s commitment to a broad range of powertrain options.
The design philosophy also stresses functionality and user experience. For example, the Boulder’s rear tailgate features a dual-hinged system with integrated lighting that highlights grab points for ease of use. This attention to detail extends to other components like tow hooks and wheels, which are designed with clean lines and purposeful gaps to communicate strength and utility without unnecessary complexity.
As Hyundai expands its lineup in North America with 36 new vehicles planned by 2030, the Boulder concept underscores the company’s ambition to capture a share of the growing adventure vehicle market. By combining rugged capability with refined design principles rooted in material honesty and customer focus, Hyundai aims to offer products that stand out in a competitive landscape while delivering practical benefits for active lifestyles.
