Hyundai Boulder SUV concept unveiled at New York Auto Show

Hyundai reveals the Boulder SUV concept at the New York Auto Show, signaling entry into the body-on-frame segment with off-road features and U.S. localization.
Hyundai has taken a significant strategic step by unveiling the Boulder SUV concept at the New York Auto Show. This model signals the brand’s new direction—entering the body-on-frame vehicle segment targeted at the U.S. market. Details about the new model were shared by journalists from the publication 32CARS.Platform and StrategyThe concept is built on a new architecture with a ladder frame. This platform will form the basis for a future mid-size pickup that Hyundai plans to launch by 2030. The company emphasizes that the development, design, and production of such models will be fully localized in the U.S., aligning with market demands.Design and Off-Road CapabilitiesThe Hyundai Boulder features the brand’s signature “Art of Steel” styling, with an emphasis on durability and functionality. The vehicle boasts increased ground clearance, 37-inch off-road tires, an expedition-style roof rack, and a split tailgate. The concept also includes towing and cargo-carrying elements, highlighting its utilitarian focus.Interior and Practicalityhyundainews.comThe interior is designed for use in challenging conditions. It incorporates wear-resistant materials, with controls implemented through physical buttons and switches. Inside, foldable tables and flexible storage spaces are included, making the vehicle suitable for travel and active lifestyles.The Hyundai Boulder is more than just a show car—it showcases the brand’s new strategy. Hyundai aims to expand its presence in the SUV and pickup segments and plans to launch up to 36 new models in North America by 2030.