Hyundai Unveils Boulder Concept SUV at NY Auto Show

Hyundai Motor Company unveiled the Boulder Concept, a rugged SUV design study, at the New York International Auto Show, signaling the automaker's entry into the body-on-frame vehicle segment tailored for American off-road enthusiasts.

The concept previews Hyundai's first body-on-frame platform, which will underpin a midsize pickup truck scheduled for production by 2030. Developed by the Southern California-based Hyundai Design North America team, the Boulder embodies the company's "Art of Steel" philosophy, which draws on advanced steel technologies to create robust, sculptural forms emphasizing strength and functionality. Officials described it as a response to customer demand for vehicles capable of extreme adventures, with features designed to attract new buyers to the brand in a market dominated by trucks and SUVs.

Externally, the Boulder features a boxy, upright silhouette with an elevated greenhouse for improved visibility, complemented by fixed safari-style upper windows. It rides on 37-inch mud-terrain tires mounted on 18-inch wheels, providing generous ground clearance, aggressive approach, departure, and breakover angles, and a substantial fording depth for tackling...