The Boulder Concept SUV's construction and appearance is more than a clear indication of Hyundai's future design vector; it's a signal about the unlimited potential for rugged off-road capability and do-it-all utility that will be hallmarks of the company's future body-on-frame production vehicles. The Boulder Concept's creation was led by the Southern California based team at Hyundai Design North America. This design study was developed with a specific focus on catering to the desires of off-road enthusiasts and the goal of attracting new buyers to the Hyundai brand.
"The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want," said José Muñoz, President and CEO, Hyundai Motor Company. "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. 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."
"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, Hyundai Motor Company. "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."
Exterior Design
The Boulder Concept's essence is the product of Hyundai's "Art of Steel" design philosophy. Art of Steel transforms the strength and flexibility of steel into a language of sculptural-yet-functional beauty. Inspired by the advanced steel technologies pioneered by Hyundai Steel (part of the Hyundai Motor Group), the alloy's natural formability reveals flowing volumes and precise lines that both capitalize on and evoke the distinct qualities of steel, including its powerful, robust, and timeless nature.
Every aspect of the Boulder Concept has been designed to provide the freedom to pursue extreme adventures. This is a design concept built on American values and American life, tailor made for those looking to confidently blaze new trails with security and purpose. Pursuing these new adventures demands a robust new body-on-frame architecture, one that delivers strength, durability, and functional flexibility.
The Boulder Concept's overall silhouette presents an upright greenhouse that yields a commanding presence and excellent visibility. Dual safari-style fixed upper windows flood the cabin with light and ensure no sightseeing opportunities are missed. Coach-style doors reveal enhanced side-loading capabilities for both first and second rows. A stout, low-profile roof rack includes steel webbing between the roof rails for extra cargo-carrying capability. Boulder's entire Art of Steel exterior is captured in a brilliant interpretation of Liquid Titanium finish.
Boulder also delivers generous ground clearance thanks to its oversized 37-inch mud-terrain 37x12.50R18 LT tires, including a tailgate-mounted full-size spare for confident off-road exploring. Key elements of the Boulder Concept's exterior, such as tow hooks and door handles, include reflective material that highlights the vehicle's silhouette in the evening hours, making it easier to identify from a distance after a day of adventures. Boulder even offers a novel, versatile double-hinged rear tailgate that opens from either side to accommodate every loading and unloading scenario. A power drop-down rear window on the tailgate accommodates extra-long objects and enables invigorating flow-through ventilation when Boulder is on the move. Boulder has been designed to be a blank canvas onto which accessories can be easily added, simultaneously enhancing functionality and better reflecting the owner's personal taste.
Boulder Concept's off-road design focus not only conveys an imposing presence; it also enhances its off-road terrain credentials, enabling aggressive approach, departure, and breakover angles for exceptional off-road agility. When the occasional creek might stand in the way of the Boulder, a generous fording depth helps to keep things moving safely and securely. From the driver's seat, an available software-driven real-time off-road guidance system facilitates confident off-road adventuring, acting like a digital spotter sitting shotgun.
Interior Design
The Boulder Concept's interior utilizes robust materials for key touchpoints including grab bars and other high-wear areas. Frequent-use switchgear includes satisfying physical knobs and buttons within easy reach for confidence-inspiring use, even when bouncing over uneven terrain.
The Boulder Concept features a configurable interior that supports every moment of your adventure. Unique fold-out tray tables are great for a quick lunch on the trail or for finishing a key report out in the field.
Body-On-Frame's Production Future
It's early days for Hyundai's body-on-frame platform development, but the company has already set some important ground rules for the vehicles that will eventually reach dealer showrooms. These production models will be:
- Designed in America
- Developed for America
- Built in America
- Forged with Hyundai-produced U.S. steel
"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 all blaze a formidable trail for Hyundai's forthcoming production midsize pickup.
Hyundai Motor America
Hyundai Motor America offers U.S. consumers a technology-rich lineup of cars, SUVs, and electrified vehicles, while supporting Hyundai Motor Company's Progress for Humanity vision. Hyundai has significant operations in the U.S., including its North American headquarters in California, the Hyundai Motor Manufacturing Alabama assembly plant, the all-new Hyundai Motor Group Metaplant America, several cutting-edge R&D facilities and more than 855 independent dealers. These operations are part of Hyundai Motor Group, which is investing $26 billion in the U.S. from 2025 to 2028. For more information, visit www.hyundainews.com.
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