Hyundai has shown the bold new Boulder Concept sport utility vehicle at the 2026 New York International Auto Show.
The design study previews the Korean brand’s first body-on-frame architecture, a new platform it confirms will underpin a new midsize SUV, one of 36 new Hyundai vehicles the company plans to launch in North America by 2030.
Body-on-frame is a rugged chassis that’s ideal for off-roading and towing compared to a unibody — as used on other Hyundai SUVs like the Tucson — which integrates the chassis of a vehicle with the frame as one single unit.
The Boulder concept, imagined by the Hyundai Design North America team, was developed with a specific focus on catering to the desires of off-road enthusiasts and the goal of attracting new buyers to the Hyundai brand.
Hyundai describes the boxy exterior design philosophy as “Art of Steel”, as it is finished in an interpretation of liquid titanium. The aesthetic is inspired by the steel technologies of Hyundai Steel, a subsidiary of the company, with an upright greenhouse for a commanding presence and good visibility thanks in part to dual safari-style fixed upper windows that flood the cabin with light.
Interior design features include grab bars and physical switchgear for easy use even when bouncing over uneven terrain. Fold-out tray tables are integrated for comfortable lunch breaks on the trails or for supporting work when out in the field.
Coach-style doors enhance side-loading capabilities for both first and second rows, while a low-profile roof rack is for loading extra cargo, including a double-hinged rear tailgate and a power drop-down rear window on the tailgate that accommodates extra-long objects.
The Boulder wears oversized 37-inch mud-terrain tyres and has a tailgate-mounted full-size spare wheel and tow hooks. A software-driven real-time off-road guidance system is integrated, acting like a digital spotter.
“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,” said Hyundai CEO José Muñoz.
Hyundai didn’t confirm whether the vehicle will be sold outside the US.
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