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Hyundai Debuts Boulder Concept, Previewing Brand's First Body-on-Frame Off-Road SUV
The rugged design study celebrates Hyundai's 40 years in the U.S. and hints at a production model coming by 2030.
Apr. 3, 2026 at 4:00pm
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The Hyundai Boulder Concept's bold, adventurous design signals the brand's intent to enter the lucrative body-on-frame off-road SUV market.NYC TodayHyundai surprised attendees at the New York International Auto Show by unveiling the Boulder Concept, a boxy, body-on-frame design study that previews the brand's first dedicated off-road SUV. The concept features a tough, rugged aesthetic with chunky fender flares, 37-inch mud-terrain tires, and a double-hinged tailgate with a full-size spare wheel. Hyundai says the production version is slated to arrive by 2030, targeting competitors like the Ford Bronco, Jeep Wrangler, and Toyota 4Runner.
Why it matters
Hyundai's entry into the body-on-frame off-road SUV segment represents a significant strategic move for the brand, as it looks to expand its lineup and appeal to American consumers seeking more capable, adventure-oriented vehicles. The Boulder Concept signals Hyundai's intent to develop a rugged, trail-ready model that can compete with established players in this growing market niche.
The details
The Boulder Concept features Hyundai's 'Art of Steel' design philosophy, which pairs a boxy, upright silhouette with sleek lines. Key design elements include a wide grille, stacked headlamps, a grooved hood, large side mirrors, a roof-mounted light bar, and prominent skid plates. The rear features vertical taillights, a double-hinged tailgate with a spare wheel, and additional skid plates. Inside, the concept showcases a tough, adventure-ready cabin with large grab handles, physical knobs and buttons, and a full-width head-up display.
- Hyundai unveiled the Boulder Concept at the 2026 New York International Auto Show.
- The production version of the off-road SUV is expected to arrive by 2030.
The players
Hyundai
A major South Korean automaker that is celebrating its 40th anniversary in the United States with the Boulder Concept.
What’s next
Hyundai says it is still in the early stages of developing the body-on-frame platform that will underpin the production version of the off-road SUV, but the company has established key design and engineering principles to guide the vehicle's development. The Boulder Concept is expected to spawn a range of models that will be designed, developed, and built in the United States using Hyundai-produced steel.
The takeaway
Hyundai's Boulder Concept signals the brand's intent to enter the lucrative and competitive body-on-frame off-road SUV market, challenging established players like the Ford Bronco, Jeep Wrangler, and Toyota 4Runner. The concept's rugged, adventure-ready design and Hyundai's commitment to developing the vehicle in the U.S. suggest the production model could resonate with American consumers seeking a capable, trail-ready SUV.
