Hyundai Concept Makes Surprise Global Premiere in New York

The Hyundai Boulder Concept sport utility vehicle today made its surprise global debut at the 2026 New York International Auto Show.
This SUV design study previews the brand’s first fully-boxed body-on-frame architecture, a new platform confirmed to underpin a production midsize pickup scheduled for delivery by 2030. The Boulder Concept’s stout, ladder-frame-style construction has long been favored by U.S. consumers seeking trucks and SUVs capable of serious off-roading, towing, and hauling.

“The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want,” said José Muñoz, President and CEO, Hyundai Motor Company.
“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. 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,” continued Muñoz.

The vehicle will be on public display at the New York International Auto Show from April 3-12 at the Jacob K. Javits Convention Center.