The Hyundai Boulder concept revealed at the 2026 New York International Auto Show previews the brand’s first body-on-frame architecture, confirmed to underpin a production midsize pickup due by 2030.

The SUV concept employs a ladder-frame construction long been favored by U.S. consumers seeking trucks and SUVs capable of “serious” off-roading, towing, and hauling. Said to be “more than a clear indication” of Hyundai’s future design for body-on-frame production vehicles, the concept’s creation was led by the Southern CA-based team at Hyundai Design North America.

“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,” said José Muñoz, President and CEO, Hyundai Motor Co. “The body-on-frame truck is one of 36 new Hyundai vehicles coming to North America by 2030. 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.”

The new concept was developed with a specific focus on off-road enthusiasts and the goal of attracting new buyers to the Hyundai brand. It was designed to provide the freedom to pursue extreme adventures, hence the robust new body-on-frame architecture.

“Our body-on-frame Boulder Concept SUV is a four-wheeled love letter to the dynamic, off-road way of life that many customers have been asking us for in our future-focused research,” said SangYup Lee, Executive Vice President, Head of Hyundai and Genesis Global Design Center, at Hyundai Motor Co. “We are confident that something like this ultra-capable Hyundai SUV concept could more than fulfill the needs of this exclusive group of adventure seekers.”

‘Art of Steel’ design

The reveal was design-led, and technical details were sparse.

The concept’s designers followed Hyundai’s “Art of Steel” philosophy, which is meant to transform the strength and flexibility of steel “into a language of sculptural yet functional beauty.” It uses an advanced steel alloy pioneered by Hyundai Steel, which is part of the Hyundai Motor Group, with better formability for “flowing volumes and precise lines.”

Boulder’s Art of Steel exterior uses an interpretation of Liquid Titanium finish. The concept, sketched by Exterior Designer Seung Yong, has an upright greenhouse for a commanding presence and excellent visibility.

Dual safari-style fixed upper windows flood the cabin with light and enable better sightseeing. Coach-style (center-opening) doors feature better access for both first and second rows and enhanced side-load capabilities.

The double-hinged rear tailgate opens from either side to accommodate various loading and unloading scenarios. A power-up/-down tailgate window accommodates extra-long objects and enables better flow-through ventilation on the move. A low-profile roof rack includes steel webbing between the rails for extra cargo-carrying capability.

“Whether you’re hiking, camping, surfing, or perhaps the more frequent adventure of driving over parking lot curbs at Home Depot, Boulder leads the way with 37-in tires, impressive ground clearance, and serious suspension travel,” said Brad Arnold, Head of Hyundai Design North America, during the reveal.

Aggressive approach, departure, and breakover angles, as well as a generous fording depth, are intended to provide exceptional off-road capabilities. The oversized mud-terrain 37×12.50R18 tires, with a tailgate-mounted full-size spare, are intended for confident off-road exploring.

Elements of the exterior, such as tow hooks and door handles, include reflective material for better visibility and identification from a distance in low light.

The Boulder Concept features a configurable interior that supports various outdoor activities. It uses robust materials for key touchpoints, including grab bars and other high-wear areas. Frequent-use switchgear includes physical knobs and buttons within easy reach, designed for use when bouncing over uneven terrain.

Fold-out tray tables are designed for a quick lunch or finishing a key report out in the field.

An available software-driven real-time off-road guidance system facilitates confident off-road adventuring, acting like a digital spotter sitting shotgun, according to Arnold.

Like its presumed main Jeep Wrangler and Ford Bronco competitors, the Boulder was designed to be easily accessorized to enhance functionality and better reflect the owner’s personal taste.

“Boulder’s accessory-ready platform is an open canvas that you can equip for your hobbies in your style,” said Arnold. “This designed-in flexibility ensures that no two Boulders will ever look the same—for ultimate customization that encourages the customer to interact with their vehicle.”

 

Body-on-frame production vehicles

Hyundai says “it’s early days” for its body-on-frame platform development, but the company has already set some important ground rules for the vehicles that will eventually reach showrooms. The production models will be designed in America, developed for America, built in America, and “forged” with Hyundai-produced U.S. steel.

The U.S. focus is supported by other operations such as a North American headquarters in California; the Hyundai Motor Manufacturing Alabama assembly plant; the new Hyundai Motor Group Metaplant America near Savannah, GA; several R&D facilities; and more than 855 dealers. The operations are part of Hyundai Motor Group, which announced in August that it is investing $26 billion in the U.S. from 2025 to 2028.

“Developing a robust midsize pickup is a significant growth opportunity for Hyundai in the United States,” said Randy Parker, President and CEO, Hyundai Motor North America. “Body-on-frame trucks play a central role in this market, and we see a clear opportunity to bring customers a new alternative that reflects how they work, explore, and live. The Boulder Concept SUV signals 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.”

While the Boulder Concept SUV remains a pure design study, its body-on-frame construction, bold proportions, functional priorities, and target audience are all said to preview Hyundai’s forthcoming production midsize pickup due in 2029.