Hyundai Unveils Rugged Boulder Concept

Hyundai showcased the Boulder concept at the New York Auto Show this week, introducing a rugged SUV designed to compete with vehicles like the Ford Bronco. This concept marks Hyundai’s first foray into body-on-frame utility vehicles and previews a future pickup truck.

Exterior Design and Features

The Boulder concept boasts a striking and robust exterior. It features massive 37-inch tires and a design inspired by Hyundai’s “Art of Steel” philosophy, emphasizing bold surfaces and strong shapes. Practical features include a flexible tailgate, roof storage solutions, and safari-style roof windows for enhanced off-road visibility.

Interior: Practicality Meets Luxury

A Driver-Focused Cabin

Inside, the Boulder prioritizes functionality with a touch of luxury. The interior incorporates physical buttons and knobs alongside four mini displays, avoiding a reliance on large, centralized screens. Durable materials are used throughout, indicating a focus on real-world usability.

Future Production Plans

American-Made Trucks and SUVs

Hyundai plans to launch a production pickup truck by 2030, with an SUV version likely to follow, both built in the United States. The Boulder concept is built on a ladder chassis that will underpin this future production model. The company intends to design, engineer, and build these vehicles in the US, utilizing locally sourced steel.

Hyundai’s Strategy for the US Market

“Body-on-frame vehicles are the backbone of American work and adventure, and we intend to compete in the midsize pickup segment with everything we have,” stated Hyundai CEO José Muñoz. This move represents a significant investment in the American market, aiming to capture a share of the fiercely loyal truck segment.

Learning from the Santa Cruz

While Hyundai’s compact Santa Cruz pickup has not achieved widespread success, the company is confident in its ability to compete in the midsize truck market. The imposing design of the Boulder concept suggests a different approach, potentially increasing its chances of success.

Future Vehicle Lineup

Hyundai has announced plans to release 36 new or refreshed vehicles over the next five years, with Genesis adding another 22 models during the same period. This demonstrates Hyundai’s commitment to expanding its product offerings and strengthening its position in the automotive market.