Hyundai News:Hyundai Surprises in New York with 2027 Hyundai Boulder Concept

[Drew Dowdell]

At the 2026 New York International Auto Show, Hyundai made an appearance nobody had on their bingo card: the Boulder Concept, a body-on-frame SUV design study confirming the brand's intent to enter the midsize pickup truck segment. Hyundai CEO José Muñoz stated at the reveal that a production midsize pickup is targeted for delivery by 2030, representing just one of 36 new Hyundai vehicles planned for North America by that date.

The move into body-on-frame is a significant step for Hyundai. The midsize truck segment, dominated by the Ford Ranger, Toyota Tacoma, and Chevrolet Colorado, has been one of the few areas where the brand had no competitive answer. The Boulder Concept, with its blunt upright stance and aggressive proportions, signals that Hyundai is taking this entry seriously.

Exterior Design

The Boulder's styling falls under what Hyundai calls "Art of Steel," a design language developed in collaboration with Hyundai Steel that treats the material's natural formability as a feature rather than something to minimize. The result is clean and muscular, with a flat hood, upright two-box silhouette, and squared-off proportions that make the vehicle's purpose clear at a glance. The entire exterior is finished in Liquid Titanium.

Specific details worth noting include coach-style doors that open outward from a shared center pillar on both rows, dual fixed safari windows above the door glass that flood the cabin with light, and a low-profile roof rack with steel webbing between the rails for extra cargo capacity. Reflective material appears on the tow hooks and door handles, a practical touch for identifying the vehicle after dark on the trail. The spare tire mounts on the tailgate in full-size format (37x12.50R18 LT mud-terrain), the rear tailgate itself is double-hinged and opens from either side, and a power drop-down rear window accommodates long cargo or trail ventilation.

Inside the Boulder

The interior takes an approach that will resonate with anyone tired of swipe-and-tap cabin controls. Physical knobs and buttons handle the frequently-used functions, deliberately placed within easy reach for off-road use where a touchscreen becomes a frustration rather than a convenience. The cabin uses robust materials at grab points and high-wear surfaces, with a warm tan and rust-orange color palette throughout.

Fold-out tray tables are built into the front seat backs, practical surfaces for a trail lunch or a quick work session in the field. Overhead, the dual safari fixed windows continue from the exterior design, providing natural light and sightlines to the surrounding terrain. A software-driven guidance system projects off-road navigation data across the windshield glass, functioning as what Hyundai describes as a digital co-pilot for unfamiliar terrain.

The Road to Production

Hyundai has committed that its future body-on-frame vehicles will be designed in America, developed for America, built in America, and forged with steel produced by Hyundai Steel's U.S. facilities. Hyundai Motor North America CEO Randy Parker characterized the midsize pickup as a "significant growth opportunity" and positioned the Boulder Concept as a clear signal of how the company is approaching the segment.

The Boulder Concept is a pure design study. No powertrain has been announced, no production specifications are confirmed, and the vehicle itself will not head to showrooms in this form. What Hyundai has confirmed is the platform architecture, the target segment, and the intent to deliver a production midsize pickup by 2030.

 

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[G. David Felt]

Very cool, probably far more reliable than the Ford Bronco's.