Hyundai unveils Boulder concept, a rugged pickup for the American market

Hyundai unveiled the Boulder concept at the New York Auto Show, signaling a new direction for the brand: developing body-on-frame vehicles for the American market.

The concept is built on a new ladder-frame platform that will underpin a future production mid-size pickup, slated for launch before 2030. Hyundai emphasized that such vehicles will be developed, engineered, and manufactured in the United States.

Styled with an "Art of Steel" theme, the Boulder concept emphasizes ruggedness and off-road capability. It features high ground clearance, 37-inch off-road tires, a roof-mounted cargo carrier, and a dual-panel rear door. The design also includes elements for towing and hauling.

Inside, the cabin prioritizes practicality with durable materials and physical buttons and switches for controls. It offers fold-out tables and a flexible interior layout.

This concept targets off-road enthusiasts and aims to attract a new audience. It's part of Hyundai's broader strategy to launch 36 new models in North America by 2030. These moves highlight the brand's intent to expand into the SUV and pickup segments, where it has not previously had a strong presence.