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Hyundai Unveils Boulder Concept SUV at NY Auto Show
New truck-based off-road SUV takes aim at Bronco and Wrangler
Apr. 2, 2026 at 4:17am
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Hyundai's rugged Boulder concept SUV makes a bold entrance into the off-road market, challenging established players like the Bronco and Wrangler.NYC TodayHyundai has unveiled its first-ever body-on-frame, truck-based SUV concept called the Boulder at the New York Auto Show. The rugged, off-road-focused Boulder SUV is Hyundai's attempt to compete directly with popular models like the Ford Bronco and Jeep Wrangler.
Why it matters
The introduction of the Boulder concept marks a significant shift for Hyundai, which has traditionally focused on more mainstream crossover and sedan models. By entering the lucrative and growing off-road SUV market, Hyundai is looking to capture a new segment of consumers and expand its brand appeal.
The details
The Boulder concept features a boxy, squared-off design with prominent fender flares, a tall ride height, and a host of off-road-ready features like skid plates, knobby tires, and a roof rack. Hyundai is positioning the Boulder as a more affordable and accessible alternative to the Bronco and Wrangler.
- The Boulder concept was unveiled at the 2026 New York Auto Show on April 2, 2026.
The players
Hyundai
A major South Korean automaker that has traditionally focused on mainstream crossover and sedan models, but is now entering the off-road SUV market with the Boulder concept.
The takeaway
Hyundai's introduction of the Boulder concept signals the company's ambition to compete in the lucrative and growing off-road SUV segment, which has been dominated by models like the Bronco and Wrangler. This move could help Hyundai attract a new set of consumers and further diversify its product lineup.
