Hyundai's just-unveiled Boulder SUV concept
Hyundai
In a move that surprised much of the automotive industry, Hyundai unveiled a new body-on-frame SUV at the New York Auto Show this week. Dubbed the Boulder, the SUV concept superseded an expected reveal of a mid-size truck in the works.
Rugged and angular with looks that are evocative of a Jeep Wrangler or Ford Bronco, the Boulder is a handsome concept. While it’s by no means a final design, a Hyundai says it’s representative of a new platform that will underpin a production midsize pickup to be delivered by 2030.
Hyundai CEO José Muñoz confirmed the Boulder is just one example of 36 new Hyundai vehicles coming to North America in the next four years. It’s going to be a busy period for the automaker, which has already logged five consecutive years of record retail sales.
Hyundai Boulder concept rear view.
Hyundai
Hyundai dipped its toe into the truck market with the Santa Cruz, a unibody “sport adventure vehicle” with a short bed measuring 4.33 feet long. Sporting a decidedly Ford Ranchero/Chevy El Camino look, the Santa Cruz debuted for model year 2022. Some loved the quirky trucklet; others loathed it.
Reports of the impending demise of the Santa Cruz have been flying as it gives way for a new truck designed to compete with the likes of the Ford Ranger and Toyota Tacoma. Unfortunately, sales of the Santa Cruz have declined rapidly over the last year and the vehicle never really took off the way Hyundai hoped.
As a two-time participant in the punishing 8-day off-road Rebelle Rally competition in a Santa Cruz, I found the oddball truck to be even more capable than it looks. Even without a lift kit, the Santa Cruz picked through rocky trails and conquered giant sand dunes without a single mechanical issue. Its manual tonneau cover never failed, even caked in dirt, and the convenient bed housed all of our camping gear with room to spare.
Hyundai Boulder body-on-frame Boulder concept.
Hyundai
Hyundai is putting a big focus on America-made products in 2026 and beyond. The company is mitigating tariff pressure with increased manufacturing in the U.S., including its large Savannah, Georgia plant. Localizing production is part of its 2030 strategy as it rolls out dozens of new models. While the Georgia facility specializes in a growing EV segment, Hyundai is adding more hybrids as well.
"We want to meet the customer on their journey to electrification," Hyundai North American CEO Randy Parker told Yahoo! Finance. "If they want to step into a hybrid first, they can do that. But if they want to take a full leap of faith into an EV, they can do that as well."
Since 2020, more automakers have amped up their adventure lineup to match the public’s appetite for outdoorsy activities like camping and off-roading. Hyundai may have started as an inexpensive small-car builder, but its rapid expansion into large SUVs like the award-winning Palisade shows its commitment to rugged and stylish family vehicles. With more like the Boulder on the horizon, Hyundai is looking at a sixth year of success, and potentially exponential growth to come.
Hyundai's new Boulder concept.
Hyundai
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