Words: Andrew Sluys
Published 2 April 2026
Hyundai has unveiled an off-road SUV concept called the ‘Boulder’ at the 2026 New York Auto Show, but it’s what comes next that has us listening.
The Korean brand previously announced intentions to introduce a proper body-on-frame mid-size pick up in 2030.
And while the Boulder isn’t a ute, it previews the platform on which we can expect this new ute to use.
“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 in a statement.
“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 itself rides on 37-inch all-terrain tyres and features a boxy aesthetic along the lines of the Ford Bronco.
On the inside, the interior seems to be just as intense as the exterior, with modular rotary controls across the dash and a series of touchscreen displays.
There’s been no information regarding the Boulder’s powertrain released, as Hyundai is calling the concept a “design study.”
The Korean brand previously revealed intentions to bring a ute to the Australasian market by 2028.
With Kia, MG, and GWM all now offering a double-cab ute, it would be a surprise to see Hyundai stand on the sidelines for much longer.
