The Hyundai Boulder Concept previews a rugged body-on-frame SUV. It previews an entire model line of pickup trucks and SUVs designed in America, developed for America, and built in America using Hyundai U.S. steel. The first model is expected by 2030.
Hyundai wants to attract U.S. customers with products built especially for them. And like Volkswagen is doing with Scout, the South Korean manufacturer wants to evoke an adventurous spirit with an all-new line of rugged body-on-frame vehicles. The Boulder Concept previews an SUV, but a pickup truck is expected as the first model by 2030.
Classic off-roader looks
The Hyundai Boulder Concept can be seen as an evolution of the Crater Concept shown last year. It’s designed by the same Californian team at Hyundai Design North America, but unlike the futuristic concept from 2025, the Boulder looks more like the off-road vehicles we know today. There are clear similarities to the Jeep Wrangler, Mercedes G-Class, Toyota Land Cruiser, and others.
But more importantly, the Hyundai Boulder Concept is an all-American product. It was designed in America and previews production models that will be developed, built, and forged in America, using Hyundai-produced U.S. steel.
New body-on-frame pickup coming by 2030
The first production model will be a midsize pickup truck, entering the market by 2030. This is still the most popular vehicle segment in the U.S., so it makes sense for Hyundai to target this market first. But the manufacturer has not yet revealed what kind of drivetrain this pickup will use, nor what powers the Boulder Concept.
With the American market (and government) rejecting EVs, a combustion engine is likely, but some electrification is also likely to be inevitable. But whether it will be a conventional hybrid, a range-extended electric vehicle (like Scout), or an EV after all, remains to be seen.
“We intend to compete with everything we have.”
“The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want. 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”, says José Muñoz, President and CEO of Hyundai Motor Company.
“The body-on-frame truck is one of 36 new Hyundai vehicles coming to North America by 2030. We are entering segments we have never competed in before, and we are doing it the right way: designed in America, built by Americans for American customers.”
