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.

[smk4565]

They better hurry before Nissan gets a new Xterra or Toyota gets a new FJ.  This off roader segment is getting pretty flooded, but Hyundai should do this and a pick up.  Chevy missed out with the Blazer, not sure what they were thinking.

[ccap41]

21 hours ago, G. David Felt said:

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

Unless it's an EV, Hyundai/Kia aren't known for reliable ICE vehicles. 

I couldn't find anything here that states if it's supposed to be ICE or EV. Did I miss it by chance? 

[surreal1272]

36 minutes ago, ccap41 said:

Unless it's an EV, Hyundai/Kia aren't known for reliable ICE vehicles. 

(Looks at the Wrangler and Bronco reliability history and chuckles).

 

Hyundai/Kia should be fine with whatever ICE option that they put in this when looking at the competition. 

[ccap41]

40 minutes ago, surreal1272 said:

(Looks at the Wrangler and Bronco reliability history and chuckles).

Haha right?! 

Then again, I don't actually know what has been wrong with the Bronco. I know right out of the gate it had the horrid hardtop wind issue, but I don't actually know what's been wrong with it since. 

[G. David Felt]

18 minutes ago, ccap41 said:

Haha right?! 

Then again, I don't actually know what has been wrong with the Bronco. I know right out of the gate it had the horrid hardtop wind issue, but I don't actually know what's been wrong with it since. 

To sum it up for the Ford Bronco series:

Engine and Mechanical Issues
One of the most serious problems involves the 2.7-liter V6 EcoBoost engine, particularly in early Bronco Wildtrak models. Owners have reported sudden engine failures due to faulty valves, which can break and damage the engine block or head, sometimes before 5,000 miles. This issue is linked to a bad batch of valves produced between July and October 2021, and Ford has not issued a recall for it. Other engine concerns include misfires, rough idling, and check engine warnings, often resolved with software updates or sensor replacements. Fuel starvation and incorrect oil dipsticks have also caused engine damage in some cases. 

Transmission complaints are less severe but include rough shifting at low speeds and delayed engagement from a stop. These issues are usually addressed with software updates or recalibration. 

Electrical and Software Problems
Electrical issues are common, including warning lights activating without cause, infotainment system glitches, and sensor errors. While these rarely prevent driving, they can lead to frequent dealership visits and affect owner confidence. Lane-keeping assist, traction control, and brake system alerts may also appear unexpectedly, particularly in newer models. 

Build Quality and Exterior Concerns
Owners report hardtop defects, such as cracking, delamination, and poor fit, especially in early removable hardtops. Ford has replaced some early hardtops with the updated MIC 2.0 version under warranty, but issues like honeycombing or leaks may persist. Other build-quality complaints include interior rattles, loose trim, and water leaks around roof panels. 

Recalls and Safety Concerns
The 2021 and 2022 Bronco models experienced multiple recalls and NHTSA complaints, including airbag sensor malfunctions, seatbelt latch problems, and windshield breakage. The 2022 model had nine recalls affecting over 175,000 vehicles, while the 2023 model had eight recalls with safety concerns like child safety lock malfunctions. Later models, such as 2023–2024, show fewer recalls and improved reliability.

To sum up the Wrangler issues:

Engine Problems: Certain models, with the 3.6-liter Pentastar V6, experienced oil contamination, misfires, rough idling, and valve timing issues, sometimes leading to engine seizure. 

Electrical and Steering Issues: JL models had frame welding defects, “death wobble” steering problems, and Uconnect infotainment glitches, which were mostly resolved by mid-2019. 

Rust and Frame Integrity: Older TJ models (1997–2006) are praised for mechanical simplicity but may suffer from rust and frame issues, especially in regions with heavy road salt use. 

Recalls: Wranglers have had recalls for airbags, power steering, and, in 2025, fire risks in 4xe plug-in hybrid models.

[Drew Dowdell]

 

this thing is cool and totally buildable

[G. David Felt]

18 minutes ago, Drew Dowdell said:

 

this thing is cool and totally buildable

That is so much better than the Ford Bronco IMHO.

[surreal1272]

1 hour ago, ccap41 said:

Haha right?! 

Then again, I don't actually know what has been wrong with the Bronco. I know right out of the gate it had the horrid hardtop wind issue, but I don't actually know what's been wrong with it since. 

The Bronco has had more recalls than buyers lol. (I embellish but you get the point)

[ccap41]

8 minutes ago, surreal1272 said:

The Bronco has had more recalls than buyers lol. (I embellish but you get the point)

I'm less concerned about recalls than actually blowing engines/transmissions early and needing warranty work. But, as David noted, the 2.7 sounds like it did have early issues and I have definitely read and watched videos where the 10spd isn't exactly smooth or doing what people want or expect it to do.

[Drew Dowdell]

25 minutes ago, ccap41 said:

I'm less concerned about recalls than actually blowing engines/transmissions early and needing warranty work. But, as David noted, the 2.7 sounds like it did have early issues and I have definitely read and watched videos where the 10spd isn't exactly smooth or doing what people want or expect it to do.

The 10-speed has been problematic in most of the larger applications it’s in. Silverados and F-150s both having issues with it. It seems to be fine in the Cadillac sedans, though they did have a recall.