The Year’s Most Exciting Off-Roader (So Far) Isn’t a Toyota, Ford or Jeep

Hyundai’s highly anticipated off-roader is here. Well, almost. At this year’s New York Auto Show, the Korean automaker revealed its latest concept, previewing its new body-on-frame off-roader and midsize pickup.

It’s called the Boulder Concept, and it took the limelight as the biggest and most notable reveal at the Jacob Javits Center in Manhattan. And it’s as wicked as it looks.

Setting its sights directly on the Jeep Wrangler, Ford Bronco, et al

Hyundai

Last year, Hyundai’s CEO, José Muñoz, announced a new rugged four-by-four and midsize pickup at the company’s annual investor conference. But the brand only teased a digital rendering of a vehicle under a concealing sheet, while confirming its development.

Additionally, the automaker also further set the stage when it cancelled the slow-selling Santa Cruz pickup.

Now, the sheet is off, and the Boulder Concept offers a glimpse as to what it could possibly look like. Immediately, one can see the design elements that clearly depict a true off-roader in the making.

2026 Hyundai Boulder Concept

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After all, from the high ground clearance to the short front and rear overhangs, to the modest wheelbase length, wide axle tracks and pronounced wheel wells to fit the beefy 37-inch off-road tires and potentially long suspension travel, it has all the makings of a true performer.

Right off the bat, then, the new Boulder Concept looks to take on the unpaved world by storm.

More than skin-deep capabilities

Hyundai

It’s not all show, however. As promised, the Boulder Concept rides on Hyundai’s new and upcoming body-on-frame chassis. And it’s the first-ever of its kind engineered by the Big H specifically for the North American market.

As anyone familiar with off-roaders knows, four-wheeling enthusiasts prefer body-on-frame platforms, or truck-based ladder frames, because they’re often tougher, stronger, and more rugged than car-based unibody chassis.

Hyundai

There are many examples of unibody-based SUVs performing well off-road. But body-on-frame trucks just perform better and are more resilient to taking a beating on the trails.

“Our body-on-frame Boulder Concept SUV is a four-wheeled love letter to the dynamic, off-road way of life that many customers have been asking us for in our future-focused research,” SangYup Lee, Hyundai’s and Genesis’ chief of global design, said in his statement. “We are confident that something like this ultra-capable Hyundai SUV concept could more than fulfill the needs of this exclusive group of adventure seekers.”

There’s still a pickup coming

Hyundai

What makes the Boulder Concept even more interesting is that it doesn’t just preview the automaker’s new off-roader. It’s also a precursor to Hyundai’s attempt at making a body-on-frame midsize pickup truck.

Similar to Toyota’s Tacoma and 4Runner combo, which both utilize the same backbones and are essentially the same truck but with different bodies mounted atop, Hyundai seeks to match its competition’s moves.

Hyundai

Stylistically, the Boulder Concept also debuts the company’s “Art of Steel” design language and aesthetic approach, penned specifically for these trucks. It’s the same language that will dictate the pickup’s exterior and interior design as well.

While mechanical specifics aren’t available, as it’s still in the concept phase, the Boulder Concept will be one of 36 new vehicles Hyundai has planned to launch by 2030. Needless to say, the Boulder is the one we’re most excited for, for now.

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