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Hyundai Unveils Boulder Off-Road SUV to Challenge Bronco and Wrangler
The new concept vehicle aims to bring Hyundai's off-road capabilities to the American market.
Apr. 2, 2026 at 3:20pm
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Hyundai has unveiled the Boulder, a new off-road SUV concept, at the 2026 New York Auto Show. The Boulder is designed to compete with popular models like the Ford Bronco and Jeep Wrangler, featuring a body-on-frame construction, aggressive off-road styling, and a focus on adventure and capability.
Why it matters
The Boulder represents Hyundai's ambitions to expand its presence in the lucrative American off-road SUV market, which has traditionally been dominated by domestic automakers like Ford and Jeep. By developing a capable and stylish off-roader, Hyundai hopes to attract both seasoned adventurers and newcomers to the segment.
The details
The Boulder concept features a bold, boxy design with styling cues inspired by the Bronco and Land Rover Defender. It rides on 37-inch mud-terrain tires and boasts impressive approach, departure, and ground clearance angles for off-road performance. The SUV also includes features like rear-hinged coach doors, a dual-hinged rear tailgate, and a retractable rear window to accommodate larger gear. Hyundai says the Boulder's 'Art of Steel' design philosophy aims to blend sleek lines and ruggedness.
- Hyundai unveiled the Boulder concept at the 2026 New York Auto Show.
- Hyundai plans to debut a mid-sized pickup truck based on the Boulder's body-on-frame platform by 2030.
The players
Hyundai Motor Company
A South Korean multinational automotive manufacturer that has shown a growing interest in the off-road SUV market, as evidenced by the Boulder concept.
José Muñoz
The president and CEO of Hyundai Motor Company, who stated that the Boulder demonstrates Hyundai's commitment to providing American customers with the off-road vehicles they desire.
SangYup Lee
The Head of Hyundai and Genesis Global Design Center, who described the Boulder as a 'four-wheeled love letter to the dynamic, off-road way of life.'
What they’re saying
“The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want.”
— José Muñoz, President and CEO, Hyundai Motor Company
“Boulder 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 debut a mid-sized pickup truck based on the Boulder's body-on-frame platform by 2030, further expanding its off-road vehicle lineup in the American market.
The takeaway
Hyundai's introduction of the Boulder concept signals the automaker's serious ambitions to challenge established off-road SUV leaders like the Ford Bronco and Jeep Wrangler, showcasing its commitment to developing capable and stylish adventure-focused vehicles for American consumers.
