Hyundai Unveils Rugged Boulder Concept, Previewing Its First Body-On-Frame Pickup
The striking off-road SUV concept debuted at the New York International Auto Show, setting the stage for a new American-made midsize truck arriving in 2029.
Summary
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Hyundai has officially revealed the Boulder Concept, a rugged body-on-frame off-road SUV designed to celebrate the freedom of adventure and outdoor exploration
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The trail-ready vehicle features extreme off-road specs, including massive 37-inch mud-terrain tires, a versatile double-hinged tailgate, and distinctive safari windows
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Unveiled at the New York International Auto Show, the concept serves as a direct preview for Hyundai Motor America’s first body-on-frame midsize pickup truck, slated for production in 2029
Hyundai is officially stepping into the rugged, body-on-frame arena. Unveiled at the New York International Auto Show, the brand-new Hyundai Boulder Concept is a striking, trail-ready off-road SUV built to celebrate the freedom of adventure. Described as a “four-wheeled love letter to a dynamic, off-road way of life,” the aggressive concept not only showcases a bold new design language for the automaker but directly previews Hyundai Motor America’s highly anticipated entry into the body-on-frame midsize pickup truck segment.
Engineered for exceptional off-road agility, the Boulder Concept is packed with heavy-duty equipment. Built on a stout body-on-frame architecture, the vehicle rides on massive 37-inch mud-terrain tires and boasts aggressive approach, departure, and breakover angles designed to conquer unpredictable terrain.
Beyond its raw capability, the concept features several unique design elements tailored specifically for outdoor enthusiasts. The rear of the vehicle introduces a highly versatile double-hinged tailgate capable of opening from either side to maximize accessibility, while classic safari windows ensure passengers never miss a scenic vista while out on the trails.
While the Boulder is strictly a concept SUV for now, it carries major, tangible implications for Hyundai’s future lineup. The automaker confirmed that this rugged design study acts as a preview for its first-ever body-on-frame midsize pickup truck. Emphasizing its deep commitment to the US market, Hyundai noted that the upcoming production truck will be entirely designed and developed in America, and ultimately assembled in America utilizing American steel.
Following its April 1 world debut in New York, the Boulder Concept sets a rugged new trajectory for the brand, with the official production pickup truck expected to hit the market in 2029.
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