Hyundai revealed its Boulder Concept in New York, marking a significant step towards a future focused on rugged, body-on-frame SUVs and trucks. The Korean automaker, celebrating 40 years in the American market, showcased the concept vehicle constructed with a traditional body-on-frame design.

Intriguing Reveal & Design Philosophy

The reveal was preceded by a teasing campaign featuring a square block of molten-looking rock over a barren landscape, playfully acknowledging the April Fool’s Day timing. Hyundai assured audiences it was “no joke,” hinting at the serious nature of the debut. The Boulder Concept was styled at Hyundai’s U.S. design center in California and is slated for production in America using American steel.

“Art of Steel” & Exterior Features

The Hyundai design team’s philosophy, dubbed “Art of Steel,” is evident in the concept’s bold, creased steel body, finished in Liquid Titanium. The Boulder rides on aggressive 37-inch tires and incorporates advanced digital cameras and software for off-road capability. Key exterior features include Safari fixed upper windows, a power-down rear window, and a side-hinge tailgate that opens from either side.

An accessory-ready platform will allow for extensive customization. Additional off-road-ready gear includes a roof-mounted light bank, a low-profile roof rack, a full-size spare tire (37x12R18 LT all-terrain), tow hooks, and substantial fenders to accommodate the large wheels.

Interior & Powertrain

The interior, accessible through coach doors, reflects the vehicle’s rugged character with a rolled-look design, four separate screens, numerous buttons, and a flat-bottom steering wheel. It also incorporates a futuristic aesthetic.

EREV Powertrain & Future Trucks

Hyundai announced the future production version will utilize an EREV (Extended Range Electric Vehicle) powertrain. This system combines a battery pack and electric motors with a gasoline engine for extended range. The body-on-frame platform will also underpin a larger Hyundai truck expected by 2030, which was previewed under a sheet during the press conference.

Expansion & Future Plans

Currently the fifth-largest brand in America, Hyundai aims for further growth. The company plans to introduce 36 new or refreshed vehicles by 2030, with 80 percent of those models being manufactured in the U.S. The production version of the Boulder is expected to be among these new models.