Hyundai reveals Boulder Concept ahead of 2030 pickup launch

Hyundai has unveiled the Boulder Concept at the 2026 New York International Auto Show, previewing the automaker’s first body-on-frame architecture and confirming a production midsize pickup truck to follow by 2030. The SUV-shaped design study was developed by Hyundai Design North America and is based on a ladder-frame platform intended to deliver off-road capability, towing and hauling capacity.

The concept rides on 37-inch mud-terrain tyres, features coach-style doors, a double-hinged rear tailgate and a low-profile roof rack, and is finished in what Hyundai describes as a Liquid Titanium paint treatment. A software-driven real-time off-road guidance system is among the interior features shown. Hyundai said the design language draws on its “Art of Steel” philosophy, inspired by steel technologies developed within Hyundai Motor Group.

Hyundai confirmed that future body-on-frame production vehicles will be designed, developed and built in the United States using Hyundai-produced US steel. The midsize pickup will be one of 36 new Hyundai vehicles planned for the North American market by 2030.

In a statement, José Muñoz, President and Chief Executive Officer, Hyundai Motor Company, said: “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.”

Randy Parker, President and Chief Executive Officer, Hyundai Motor North America, added: “We see a clear opportunity to bring customers a new alternative that reflects how they work, explore, and live.”

Source: Hyundai