Hyundai unveiled its Boulder Concept SUV at the 2026 New York International Auto Show, previewing a rugged body-on-frame SUV and pickup truck to be designed, developed and built in the US by the end of the decade. The concept emphasizes American manufacturing, incorporating US-produced steel and drawing design inspiration from the Hyundai Design North America studio. Its boxy design and off-road features signal Hyundai's push into traditional truck territory.
The Boulder Concept features squared-off, upright proportions reminiscent of the Ford Bronco and the upcoming Scout Traveler. It sits on massive 37-inch mud-terrain tires with short overhangs for enhanced ground clearance and trail capability. A full-size spare tire mounts on the tailgate, which uses a double-hinged design allowing it to swing open from either side. Coach-style rear-hinged doors provide wide access to the cabin, while an auxiliary light bar integrates into the roof rack for overlanding appeal. Hyundai Design North America in Southern California shaped the vehicle's look, as the company ramps up its US presence with factories in Alabama and Georgia, and a planned $5.8 billion steel mill in Louisiana by affiliate Hyundai Steel. Inside, the Boulder prioritizes tactile controls with physical knobs and chunky switchgear over large screens. Three small digital gauges pair with a large head-up display projected on the windshield base. Rugged materials cover high-touch areas like grab handles and seat bolsters, with reconfigurable elements such as fold-out tray tables for versatility. Hyundai has not detailed the powertrain, but the concept avoids the E-GMP EV platform, suggesting potential combustion, hybrid or electric options tailored to US truck demand. The body-on-frame ladder chassis is set for production vehicles manufactured domestically.
