Hyundai has unveiled the Boulder Concept at the 2026 New York International Auto Show, signaling the automaker’s entry into the body-on-frame vehicle segment and previewing its first midsize pickup truck platform expected to reach production by 2030.
The Boulder Concept marks a major shift for Hyundai, whose entire U.S. lineup currently rides on unibody platforms. The rugged off-road SUV concept introduces the company’s first fully boxed ladder-frame architecture, laying the groundwork for Hyundai to compete directly in the traditional truck market for the first time.
Hyundai Motor Company President and CEO José Muñoz said the move reflects the company’s ambitions in the lucrative midsize pickup segment, emphasizing that body-on-frame vehicles remain central to the U.S. work and adventure vehicle market. He added that Hyundai plans to design and build the future truck in America for American customers.
Unlike the Hyundai Santa Cruz, which uses a unibody platform shared with the Tucson and targets lifestyle buyers, the Boulder’s ladder-frame construction positions Hyundai to challenge established midsize truck rivals such as the Toyota Tacoma, Ford Ranger, Chevrolet Colorado and Nissan Frontier.
Hyundai said the new platform is engineered to support multiple powertrains, including electric, internal combustion and hybrid systems, though the company did not disclose specific propulsion details for the concept.
The Boulder features an upright off-road SUV design with 37-inch mud-terrain tires, deep wheel arches, coach-style doors and a double-hinged rear tailgate. A power drop-down rear window and full-size spare tire mounted at the rear further reinforce its utility-focused design.
Inside, Hyundai adopts a futuristic cabin layout that eliminates the traditional instrument cluster and central touchscreen. Instead, the concept uses a pillar-to-pillar head-up display spanning the windshield base, supported by smaller dashboard screens and a modular “Bring Your Own Device” rail system for customizable digital displays. Physical switches and rugged controls dominate the interior, underscoring the vehicle’s off-road orientation.
Hyundai said the platform will also feature software-driven real-time off-road guidance technology, offering terrain analysis and driving recommendations to assist drivers during trail use.
The Boulder Concept is part of Hyundai’s broader $18.4 billion investment in U.S. manufacturing, which includes its Georgia Metaplant and a new Louisiana steel mill. The company aims to localize 80% of its U.S. vehicle production by 2030 as it expands its North American footprint.
Hyundai plans to launch 36 new vehicles in North America this decade, with the production midsize pickup expected to be among the most significant additions as the company enters one of the industry’s most profitable and competitive segments.
The Boulder Concept remains on public display at the New York International Auto Show through April 12 at the Jacob K. Javits Convention Center in New York City.
