Hyundai Surprises with Boulder Concept SUV – Preview of Future Pickup

Hyundai caused a surprise stir in the automotive world by unveiling its Hyundai Boulder Concept SUV at the recent New York Auto Show.

The Boulder Concept is meaningful because it represents Hyundai’s first foray into body-on-frame construction, which will enable future rugged off-road driving and utility; a pickup truck using this construction is promised by 2030. 

“The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want,” said José Muñoz, President and CEO, Hyundai Motor Company. “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 … We are entering segments we have never competed in before, and we are doing it the right way: designed in America, built by Americans for American customers.” Even the steel will be produced in the U.S.A.

In the next few years, Hyundai plans to introduce 36 new models that will use body-on-frame construction. Hyundai’s design philosophy leans into what it calls the “Art of Steel,” which incorporates the advanced steel technologies developed by the corporation’s Hyundai Steel, taking advantage of steel’s natural sculptural abilities. 

In the Boulder Concept SUV, the result is a greenhouse silhouette with great visibility. Coach-style doors make entering and exiting the first and second rows easy, while the tailgate is double-hinged to open from both sides, as well as having a drop-down rear window. The low-profile roof rack handles superior cargo-carrying capacity. Off-road enthusiasts will love the 37-inch mud-terrain tires, including a full-size spare. There are also tow hooks and some reflective material that increases its night-time visibility. 

The Boulder Concept interior is thoughtfully designed for off-road use, using sturdy materials and incorporating grab-bars for when the going gets rough. One unique touch are fold-out tray tables, helpful for grabbing snacks or lunch or acting as a mobile desk. 

All of this will be easily translated to the first Hyundai pickup, signaling “…our approach to this segment and how we are thoughtfully developing our midsize pickup with the needs and expectations of U.S. customers at the core,” according to Hyundai Motor North America President and CEO Randy Parker.

The Boulder Concept SUV was a surprise to the automotive world when it made its appearance at the NY Auto Show. When the Hyundai pickup comes to Schomp Hyundai it may not be a surprise, but it will be a revelation!