Hyundai Unveils Rugged Boulder SUV Concept

New off-road design preview of Hyundai's upcoming midsize pickup truck for the US market.

Apr. 1, 2026 at 3:07pm

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Hyundai has unveiled the Boulder SUV Concept, a preview of the automaker's first body-on-frame vehicle set to launch in the US as a midsize pickup truck in 2030. The rugged off-road-focused design was led by Hyundai's California-based team and features oversized tires, safari-style windows, and other functional modifications aimed at attracting new American customers seeking more capability.

Why it matters

Hyundai is making a major push into the lucrative midsize pickup truck segment in the US, a market traditionally dominated by domestic automakers. The Boulder Concept signals Hyundai's intent to deliver a capable, adventure-ready vehicle that can compete with models like the Ford Bronco.

The details

The Boulder SUV Concept showcases Hyundai's new 'Art of Steel' design language and features a bold, upright stance with 37-inch off-road tires, fixed upper windows, coach-style doors, tow hooks, and a low-profile roof rack. The rear window also drops down to accommodate longer cargo like canoes. Inside, the concept has a futuristic layout with grab bars and physical controls.

  • Hyundai unveiled the Boulder Concept at the 2026 New York Auto Show on April 1.
  • The production midsize pickup truck based on the concept is expected to launch in the US market in 2030.

The players

Hyundai Motor Company

A major South Korean automaker that is expanding its presence in the US market with new vehicle models and designs.

José Muñoz

President and CEO of Hyundai Motor Company, who announced the company's plans to compete in the midsize pickup segment in the US.

SangYup Lee

Head of Hyundai and Genesis Global Design Center, who described the Boulder Concept as a 'love letter to the dynamic, off-road way of life.'

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What they’re saying

“The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want. Body-on-frame vehicles are the backbone of American work and adventure, and we intend to compete in the midsize pickup segment with everything we have.”

— José Muñoz, President and CEO, Hyundai Motor Company

“The Boulder Concept is a four-wheeled love letter to the dynamic, off-road way of life.”

— SangYup Lee, Head of Hyundai and Genesis Global Design Center

What’s next

Hyundai plans to reveal more details about the production midsize pickup truck, including powertrain options, closer to its launch in 2030.

The takeaway

Hyundai's Boulder Concept signals the automaker's serious ambitions to compete in the lucrative and off-road-focused midsize pickup truck market in the US, a segment traditionally dominated by domestic brands.