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Hyundai Boulder Concept previews the brand’s first-ever body-on-frame architecture which will underpin a midsize pickup truck by 2030
Hyundai has surprised global audiences at the New York International Auto Show 2026 with the debut of the Boulder Concept, a design study that previews the brand’s first-ever body-on-frame architecture which will underpin a midsize pickup truck scheduled to arrive by 2030. It shows Hyundai’s apparent desire to entry into the ladder frame segment.
It is a space long dominated by vehicles built for serious off-roading, towing and hauling. The Boulder Concept shows the brand’s intent to deliver vehicles with high durability, structural strength and real-world utility and is part of a product offensive which will see the introduction of 36 new models in North America by the end of the decade.
The concept was developed by Hyundai Design North America in Southern California and it will appeal to off-road enthusiasts and expand the brand’s reach. The company has confirmed that all future body-on-frame vehicles will be designed in the United States, engineered for American customers and manufactured locally using Hyundai-produced U.S. steel.
At a design level, the Boulder Concept is based on Hyundai’s “Art of Steel” philosophy which emphasises the strength and flexibility of steel as both a structural and visual element. The SUV gets a tall and upright two-box silhouette with a commanding stance and excellent outward visibility according to the brand. The exterior is finished in a Liquid Titanium shade with sculpted surfaces and precise lines.
The concept features dual safari-style upper windows for greater visibility, coach-style doors for improved access and a low-profile roof rack with steel webbing for additional cargo carrying capability. It rides on massive 37-inch mud-terrain tyres enabling high ground clearance and good off-road credentials. Reflective materials on elements like door handles and tow hooks will help improve visibility in low-light conditions.
The rear section features a double-hinged tailgate that can open from either side. Additionally, a power-operated drop-down rear window allows for transporting longer items and ups airflow inside the cabin during travel. The vehicle is also via a modular platform allowing owners to add accessories and customise it based on individual needs.
The off-road capability is further reinforced by strong approach, departure and breakover angles along with a generous water-wading depth. Hyundai has also integrated a software-based real-time off-road guidance system – effectively acting as a digital spotter to assist drivers in challenging terrain conditions.
High-wear areas feature robust materials while frequently used controls are designed as physical knobs and buttons for ease of operation. The interior is also configurable with features like fold-out tray tables that can be used for work or leisure during outdoor activities. The upcoming midsize pickup, based on the new ladder frame architecture, will be pitched as a serious contender in the highly competitive space.
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