Hyundai is making a strong statement with the Boulder concept, indicating a dedicated push into the competitive U.S. off-road SUV market. While the concept debuted at the 2026 New York International Auto Show, the question remains: what will it take for the Boulder to truly challenge icons like the Jeep Wrangler and Ford Bronco?

A Foundation for Success

Hyundai has the opportunity to learn from the successes – and limitations – of its rivals. The Wrangler and Bronco benefit from decades of heritage, but that history can also create expectations that hinder innovation. The Boulder can capitalize on a fresh approach, but it needs more than just new ideas to thrive.

Mechanical Simplicity & Ruggedness

The base Boulder model should prioritize mechanical simplicity and durability. A naturally aspirated V-6 or turbocharged I-4 engine paired with a manual transmission would appeal to off-road enthusiasts. Starting with 35-inch tires, rather than the concept’s 37-inch tires, would offer a more accessible entry point.

Essential Off-Road Features

True mechanical locking differentials are crucial, not ABS-based systems. A traditional part-time four-wheel-drive system, rather than an AWD setup, is also essential. Hyundai should include a shifter for the transfer case positioned alongside the transmission shifter for a more engaging, mechanical feel.

Modularity and Open-Air Freedom

The Boulder’s bumpers should be modular, allowing for easy removal of wings for increased rock clearance and mounting points for winches and fairleads. The ability to easily connect a wired controller for external use is also important.

Removable Roof and Doors

Most off-road enthusiasts desire the open-air experience of a removable roof and doors. Hyundai should aim to allow for complete removal of all four doors and the roof, potentially incorporating safari windows for versatility. If a fully removable roof isn’t feasible, removable doors and windows should be an alternative.

Mirror and Speaker Considerations

Mirror placement is key if doors are removable. Mounting them to the A-pillar, like Ford did with the Bronco, or making them easily removable and re-mountable to the door hinge area are viable options. Speakers could be integrated into the roll cage, dashboard, or roof.

Adaptability and Aftermarket Support

Removable fenders offer benefits beyond tire clearance, allowing for easy replacement due to trail damage. Factory-available beadlock-capable wheels would also be a significant advantage for serious off-roaders. A common bolt pattern, such as 6 x 5.5, would enhance compatibility with aftermarket wheels.

Embracing the Aftermarket

Hyundai should actively embrace the aftermarket by offering standardized mounting positions, bolt sizes, and pre-installed electrical connectors for accessories like lights, winches, and rock rails. Providing accessible data for owners and manufacturers will foster a thriving aftermarket ecosystem.

The Hyundai Boulder represents a promising entry into the midsize off-road SUV segment. By learning from the Wrangler and Bronco and prioritizing mechanical robustness, modularity, and aftermarket support, Hyundai can position the Boulder for success.

By Justin Banner

Having experience in many forms of the automotive industry, Justin Banner has done more than just write about cars. For more than 15 years, he’s had experience working as an automotive service technician—including a stint as a Virginia State Inspector—service advisor, parts sales, and aftermarket parts technical advisor . Prior to his tenure as a full-time editor, Justin worked as a freelance writer and photographer for various publications and as an automotive content creator on YouTube. He’s also covered multiple forms of motorsports ranging from Formula Drift, drag racing, and time attack, to NASCAR, short course off-roading, and open desert racing. He’s best known for breaking down complex technical concepts so a layperson can more easily understand why technologies, repairs, and parts should matter to them. At MotorTrend, Justin is part of the news team covering breaking news and topics while also working as a judge for MotorTrend Of the Year events and other major comparison tests.