Hyundai is kicking things up a notch with new, body-on-frame vehicles, including an eventual pickup truck and this Boulder concept SUV.
As it stands right now, Hyundai and sister company Kia are well known for naming new models after iconic locales, and that theme continues with this new body-on-frame SUV: the Boulder concept. Named after the iconic Colorado city (and TFL’s home base, represent), this chunky, rugged, adventure-ready SUV is a cut above the brand’s current offerings — and a clear shot at existing rivals like the Jeep Wrangler, Ford Bronco and Toyota 4Runner.
For the moment, Hyundai is light on technical specs for what an eventual production model actually would be. Nevertheless, the styling along makes a bold statement…if a peculiar one. When it first emerged, we thought it bore some striking similarities to the 2004 Ford Bronco concept that, eventually at least, led to the equally boxy Bronco we know today.
Fast-forward to today’s reveal, and Hyundai’s ‘Art of Steel’ design language for the Boulder concept aims to hit on exactly what keen off-road enthusiasts want right now. The new concept brings the upright headlights, grille design and windshield. Up top, you get a low-profile roof rack and bank of off-road lights, while out back there’s also a double-hinged tailgate, full-size spare tire carrier and even a power drop-down rear window (a la 4Runner) for airflow and the ability to accommodate longer objects in the cargo area. That’s useful, until Hyundai’s body-on-frame truck comes along sometime before 2030.
Inside, the Hyundai Boulder concept brings an equally chunky presence to the exterior. Instead of plastering huge screens on the dashboard, though, the Boulder features a more minimalist approach emphasizing the switchgear you’ll use the most, as well as physical knobs and buttons. The interior, per Hyundai, uses “robust materials” on the major touchpoints like the grab handles, as well as a “configurable” interior with items like fold-out tray tables.
As far as powertrains are concerned, it’s unclear exactly what will power the Boulder SUV when we actually hit the production model. All we know right now is that it rides on 37-inch all-terrain tires with 12.5-inch-wide wheels, and seems to have an appropriate level of ground clearance (Hyundai deems it “generous”) to take on the likes of the Jeep Wrangler Rubicon and Ford Bronco.
When it does ultimately evolve beyond this concept stage, the production-spec SUV based around the Boulder concept will be manufactured right here in the U.S. Fitting, considering it’s intended for an American audience. With this and the midsize pickup truck, Hyundai is moving past its last effort, the Santa Cruz, to make inroads into the incredibly popular and lucrative off-road market.
Check out more on the Hyundai Boulder below from this year’s New York Auto Show!
