Hyundai is getting ready to rock the American truck market.
The Boulder Concept revealed at the New York International Auto Show previews the new body-on-frame truck lineup the brand plans to start building in the U.S. by 2030 with steel sourced from the Hyundai Steel company’s new U.S.-based operation. The first model to go on sale is set to be a pickup.
“Developing a robust midsize pickup is a significant growth opportunity for Hyundai in the United States,” Randy Parker, President and CEO, Hyundai Motor North America said. “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.”
The Boulder is sized to compete against the Jeep Wrangler and Ford Bronco and features its own take on the segment’s boxy, utilitarian style with a tall, flat hood and bulging flat-top fenders accommodating a set of 37-inch tires. Up top, the raised roof has safari window skylights and a roof rack with integrated LED lighting.
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Hyundai didn’t specify a powertrain, but the Boulder has a solid rear axle and front independent suspension like the Bronco.
The interior features tubular elements on the dash, doors and front armrest plus giant physical scroll wheels on the center stack. Four centrally located digital displays float above them and there’s a full-width head-up display projected onto the windsheild.
Hyundai made it abundantly clear that the Boulder is a concept, but said “its body-on-frame construction, bold proportions, functional priorities, and target audience all blaze a formidable trail” for the production pickup.
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