Hyundai unveiled at the New York International Auto Show one of the most striking prototypes of the event: the new Hyundai Boulder Concept, an all-terrain SUV that anticipates a new generation of models with a traditional chassis.
Robust design inspired by off-road icons
The Boulder Concept features a design clearly oriented towards off-road capabilities, with square lines that reference models like the Ford Bronco and the Jeep Wrangler.
Hyundai describes the aesthetic language as “Art of Steel,” combining robust shapes with more sophisticated elements, including “safari” style windows on the roof, inspired by premium models like the Land Rover Defender.
Ready to tackle extreme terrains
The concept relies on a body-on-frame construction, typical of vehicles more suited for off-road use.
Among the highlighted technical elements are:
- All-terrain tires of 37 inches
- Aggressive approach and departure angles
- Architecture designed for maximum off-road capability
Although not all technical data has been revealed, the model clearly shows a focus on performance in difficult terrains.
Practical and functional solutions in the interior
Inside the cabin, Hyundai opted for a functional approach, with physical controls instead of fully digital solutions.
Among the details are:
- Integrated retractable tables
- Rear doors with reverse opening for easier access
- Rear door with dual opening
- Folding rear window
Platform will give rise to new models
The Boulder is not just a design exercise. Hyundai confirmed that this concept serves as the basis for a new body-on-frame platform, which will be used to develop a mid-sized pickup by 2030.
It is expected that a production SUV based on this concept will also be included in the future lineup.
Strategic Bet on the North American Market
The new platform will be developed and produced in the United States, with the main objective of strengthening Hyundai's presence in the pickup segment, one of the most relevant in that market.
The success of models like the Ford F-150 or the Toyota Tacoma demonstrates the strategic importance of this segment.
Hyundai Aims to Gain Ground Where It Previously Failed
After the modest performance of the Santa Cruz pickup, Hyundai now intends to reposition itself with a more robust and competitive offering, capable of directly competing in the midsize segment.
A Concept with Real Ambition
More than just a prototype, the Hyundai Boulder Concept emerges as a clear signal of the brand's strategy for the future, focusing on more robust, versatile vehicles ready for new challenges.
