Boulder concept previews Hyundai’s midsize pickup, its first U.S. body-on-frame vehicle

The SUV unveiled at the 2026 New York International Auto Show has an upright two-box silhouette with an “Art of Steel” form language, promises new levels of off-road prowess with genuine towing/hauling, and confirms future body-on-frame vehicles to be designed, developed, and built in America. The **Hyundai** Boulder concept revealed at the 2026 New York International Auto Show previews the brand’s first body-on-frame architecture, confirmed to underpin a production midsize pickup due by 2030. The SUV concept employs a ladder-frame construction long been favored by U.S. consumers seeking trucks and SUVs capable of “serious” off-roading, towing, and hauling. Said to be “more than a clear indication” of Hyundai’s future design for body-on-frame production vehicles, the concept’s creation was led by the Southern CA-based team at Hyundai Design North America. “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,” said José Muñoz, President and CEO, Hyundai Motor Co. “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.” The new concept was developed with a specific focus on off-road enthusiasts and the goal of attracting new buyers to the Hyundai brand. Click on the link below to read the full post online.