The Hyundai Boulder Concept has been revealed at the New York motor show, giving us our first look at what the brand’s body-on-frame, off-road focused future lineup could look like.
Designed by Hyundai Design North America in California, the Boulder Concept is being treated as a design study for now, however the boxy elements and a trend for carmakers go to back to basics means we may see something similar enter production.
Adopting Hyundai’s new ‘Art of Steel’ design philosophy, the Boulder SUV features a wide, 12-slot grille which is flanked by two sets of vertical headlights, while its lower bumper provides a significant amount of ground clearance.
Boxy arches, a squared-off bonnet and flat sides are hints at its rugged ambitions, while at the back a tailgate-mounted spare wheel carrier sits between another two vertical sets of lights.
Elements which set the Boulder apart from many production vehicles include its dual safari-style fixed upper windows, providing even more light into the cabin and better viewing out of it, while the reverse-hinged rear doors are also a relative novelty.
Of course, no off-roader is complete without big tyres, and the Boulder runs on 37-inch light truck rubber, allowing it to theoretically traverse tough terrains. Just in case it can’t there are also tow hooks to help it get pulled out.
Inside, there are minimally sized screens on the centre of the dashboard, sitting above a road of physical controls rather than touch-sensing buttons. The Boulder does away with traditional instrument cluster, instead projecting information onto a pillar-to-pillar head-up display.
While the Boulder concept looks impressive, it’s what’s under the skin which is garnering the most attention, as it runs on Hyundai’s first body-on-frame platform to be made for the US market.
Set to be exclusively designed and produced in North America using US steel, the body-on-frame chassis will be made for the local market, and debut underneath a mid-sized pickup, taking on popular offerings such as the Toyota Tacoma, Chevrolet Colorado and Ford Ranger.
“Developing a robust midsize pickup is a significant growth opportunity for Hyundai in the United States,” said Hyundai Motor North America president and CEO Randy Parker 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 US customers at the core.”
“The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want,” Hyundai Motor Company president and CEO José Muñoz added.
“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.”
Hyundai announced plans to produce a mid-sized pickup for North America by 2030, in September last year, understood to be developed solely by Hyundai rather than through its partnership with General Motors, the latter of which will result in the launch of five vehicles – including two pickups – for the Central and South American markets.
It’s been tipped to be powered by a petrol-hybrid powertrain, potentially borrowed from the new Palisade SUV, which sees a turbocharged 2.5-litre petrol engine mated to two electric motors, producing a total of 245kW and 460Nm.
This could potentially be the pickup which Hyundai brings to Australia, with local buyers having missed out on the left-hand-drive only Santa Cruz, based on the Santa Fe SUV.
Last year, then-Hyundai Australia CEO Don Romano said he would reveal full details of the brand’s long-awaited and highly anticipated ute within the next three years, but confirmed it wouldn’t be related to the Kia Tasman or based on a General Motors ute platform.
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