Hyundai unveils Boulder concept in unexpected global debut in New York

Hyundai has revealed its Boulder Concept, an SUV-inspired design, at a surprise global premiere in New York. This concept serves as a preview of Hyundai’s inaugural body-on-frame vehicle for the U.S. market, a midsize pickup truck anticipated to launch by 2030. The Boulder Concept features a distinct upright two-box silhouette, embodying the ‘Art of Steel’ design language, which Hyundai suggests will offer enhanced off-road capabilities along with substantial towing and hauling capacities.

In alignment with Hyundai’s strategic direction, the company has confirmed that future body-on-frame vehicles will be designed, developed, and manufactured entirely in the United States. This commitment includes utilizing Hyundai U.S. steel, underscoring the automaker’s dedication to American innovation and production. The Boulder Concept represents a significant step in Hyundai’s expansion into new vehicle segments, aiming to deliver robust performance tailored to the needs of the American market.