Hyundai Boulder Concept SUV Debuts at New York Auto Show as Rugged Off-Road Design Study

Hyundai Design North America unveiled the Boulder Concept, a body-on-frame SUV prototype, at the 2026 New York International Auto Show. This design exploration represents a strategic shift for the South Korean automaker toward rugged utility vehicles, specifically targeting the American midsize pickup market. The concept vehicle features a steel-intensive construction with a Liquid Titanium finish, 37-inch mud-terrain tires, and specialized off-road hardware including a double-hinged tailgate and industrial roof rack. Interior design emphasizes tactile controls and durable materials, with versatile cabin configurations for work and adventure use. The vehicle's development incorporates US-produced steel and is positioned as a precursor to Hyundai's first American-built pickup truck expected by 2030. This concept reflects Hyundai's broader strategy to expand beyond urban vehicles into durable work and adventure segments, part of the company's evolving mobility ecosystem that includes various transportation technologies.