After confirming last year that it would produce a dedicated body-on-frame pickup, Hyundai has officially shared the first glimpses of this new platform through the Boulder concept. Designed in the United States, this innovative vehicle utilizes the “Art of Steel” design language introduced at this year’s New York Auto Show, signaling a bold new direction for the brand’s rugged future.
Hyundai Boulder Concept: The Foundation for Future SUVs and Pickups
This first-ever body-on-frame platform from Hyundai will serve as the backbone for a mid-size pickup expected to hit the market by 2030. The Boulder concept emphasizes off-road prowess with a boxy, aggressive design that prioritizes functional geometry. Key exterior features include:
- Off-Road Stats: Extreme approach, departure, and breakover angles, along with a generous water-wading depth.
- Rugged Equipment: 37-inch mud-terrain tires and a full-size spare tire mounted on the tailgate.
- Versatility: A dual-hinged tailgate that opens in both directions and a power-retractable rear window.
A Blend of Retro and Futuristic Interior
Inside, the Boulder concept moves away from traditional layouts. Instead of a standard instrument cluster, essential vehicle data is projected onto a full-width Head-Up Display (HUD) at the base of the windshield. The center console eschews massive single screens in favor of four smaller square displays paired with tactile physical controls, blending old-school usability with modern tech.
While Hyundai has not yet shared specific engine details, the platform is engineered to be multi-energy capable, supporting fully electric, internal combustion (ICE), and hybrid powertrains. The company notes that the platform is still in the early stages of development.
Market Outlook
Despite these global revelations, it is important to note that details regarding the vehicle’s availability in the Turkish market have not yet been shared. Whether this ambitious model will reach local shores will become clearer as it moves closer to production over the next few years.
Hyundai’s pivot toward a more rugged, angular design language marks a significant shift from its current “Sensuous Sportiness” aesthetic. What do you think of this new off-road-focused look? Would you consider using a pickup built on this platform given the driving conditions in our country? Share your thoughts in the comments!
Would you like me to research Hyundai’s 2026-2030 EV roadmap or provide a comparison of body-on-frame vs. unibody pickups like the current Santa Cruz? Let me know!
