Sometimes the name says it all. A fine example is the Hyundai Boulder Concept, a big, rugged, body-on-frame SUV that was unveiled on the eve of the New York International Auto Show. NYIAS is on from April 3-12.
But what’s even more interesting about the Boulder is not the vehicle itself, but the intention Hyundai is signaling with its reveal. And that intention is to build a body-on-frame mid-size pick-up truck by 2030. And before you ask, yes, Hyundai plans to design, develop, and assemble this truck in the U.S.
This means the Boulder is basically a design exercise. Hyundai says as much in its press release announcing the SUV, calling it an expression of its new “Art of Steel” design language. Hyundai says vehicles built from Art of Steel will be focused on high levels of off-roading and tow / hauling capability.
“Our body-on-frame Boulder Concept SUV is a four-wheeled love letter to the dynamic, off-road way of life that many customers have been asking us for in our future-focused research,” said SangYup Lee, Executive Vice President, Head of Hyundai and Genesis Global Design Center, Hyundai Motor Company. “We are confident that something like this ultra-capable Hyundai SUV concept could more than fulfill the needs of this exclusive group of adventure seekers.”
While Hyundai is stressing the Boulder is still a concept, and isn’t necessarily reflective of a future production vehicle, Art of Steel could spin off an SUV – or multiple SUVs – that are inspired by it.
Specs for the Boulder Concept are thin, but it rides on 37-inch mud-terrain 37x12.50R18 LT tires, with a rear-mounted full-size spare. No powertrain info has been released.
Hyundai says its still early in developing this new body-on-frame platform, but the vehicles it produces will be clearly aimed at U.S. buyers.
“Developing a robust midsize pickup is a significant growth opportunity for Hyundai in the United States,” said Randy Parker, President and CEO, Hyundai Motor North America. “Body-on-frame trucks play a central role in this market, and we see a clear opportunity to bring customers a new alternative that reflects how they work, explore, and live. The Boulder Concept SUV signals our approach to this segment and how we are thoughtfully developing our midsize pickup with the needs and expectations of U.S. customers at the core.”
A mid-size pick-up is just one of 36 new vehicles Hyundai plans to roll out across North America by 2030. The Boulder Concept announcement can be found here.
Photos courtesy of Hyundai of America
Related Articles
Nissan confirms GT-R return, other sports cars possible
Formula DRIFT 2026 Fan Guide Now Available Online and at Events
Formula DRIFT Super Drift Delivers Two Days of Action in Long Beach
Review: MotoMaster Hydra Edge Plus all-season
Formula DRIFT Opens 2026 Season in Long Beach with Shanahan Victory
Chevy Camaro to return in 2028?
