Hyundai Unveils Rugged Boulder Concept

Hyundai has revealed the Boulder concept, a new 4x4 vehicle designed to compete with models like the Ford Bronco and Jeep Wrangler. The concept previews a range of rugged off-roaders and pickups currently in development specifically for the United States market.

New Body-on-Frame Platform

The Boulder is built on a new body-on-frame platform. Hyundai plans to use this platform for a new pickup truck expected to arrive within the next four years. This platform is designed to prioritize off-roading capabilities, towing capacity, and payload.

Designed for “Extreme Adventures”

Hyundai’s North American studio, located in Southern California, designed the Boulder. The company claims the vehicle is capable of “extreme adventures” and boasts “aggressive” approach, departure, and breakover angles for navigating challenging terrain.

Design Philosophy

SangYup Lee, Hyundai’s design boss, described the Boulder as “a four-wheeled love letter to the dynamic, off-road way of life that many customers have been asking us for.” The vehicle’s design reflects a focus on functionality and durability.

Interior Features & Practicality

The Boulder’s interior features chunky, easy-to-use button and dial controls, designed for operation while off-roading. It also includes fold-out tables for convenience. The rear tailgate is hinged on both sides, and the rear window can be lowered to accommodate longer cargo.

Advanced Guidance System

Hyundai equipped the Boulder with a “digital spotter” – a guidance system designed to assist drivers on difficult trails. This technology aims to enhance the off-road experience and provide added confidence.

Market Focus & Production Plans

Hyundai does not anticipate the Boulder concept itself becoming a production vehicle. Furthermore, the company stated that its future body-on-frame models are not expected to be launched in the UK market.

American Production

Hyundai emphasized its commitment to designing, developing, and building new models in America, utilizing domestically produced steel. This strategy reflects the brand’s intent to cater specifically to US customer needs.

Competition in the Off-Road Market

The Boulder concept signals Hyundai’s ambition to compete in the growing market for performance-focused off-roaders. Key competitors include the Ford Bronco Raptor, Jeep Wrangler Rubicon, and RAM 1500 TRX.

Executive Statement

Randy Parker, president and CEO of Hyundai Motor North America, stated: “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 mid-size pickup with the needs and expectations of US customers at the core.”