Hyundai Motor Company Unveils Boulder SUV Concept, Targets Bronco & Wrangler Rivals
Hyundai Motor Company has unveiled an all-new rugged SUV concept called the Hyundai Boulder at the New York Auto Show. Designed as a body-on-frame SUV, the Boulder concept is aimed at competing with iconic off-roaders like the Ford Bronco and Jeep Wrangler.
Built for Hardcore Off-Roading
The Hyundai Boulder concept has been developed by Hyundai Design North America in California, specifically targeting the American market.
Key highlights include:
- Body-on-frame construction for durability
- High seating position
- Aggressive, boxy silhouette
- Enhanced off-road capability
This marks Hyundai’s serious entry into the rugged SUV and utility vehicle segment, traditionally dominated by trucks and hardcore SUVs.
Extreme Design and Utility Features
The Boulder stands out with its bold, functional design, featuring:
- Massive 37-inch off-road wheels
- Increased ground clearance
- Front and rear tow hooks
- Expedition roof rack
Unique practical elements include:
- Safari-style windows for better ventilation
- Retractable rear window for carrying long items
These features make it highly suitable for adventure and expedition use.
Practical and Functional Interior
Unlike modern SUVs filled with touchscreens, the Boulder focuses on utility and ease of use:
- Large grab handles
- Physical buttons and switches
- Rugged, durable materials
This approach makes it closer to traditional off-road vehicles rather than urban crossovers.
Hyundai’s ‘Art of Steel’ Vision
The Boulder concept reflects Hyundai’s new “Art of Steel” design philosophy, emphasizing strength, durability, and bold styling.
The company is using this concept to gauge market interest in rugged, body-on-frame vehicles.
Future Plans
The Hyundai Boulder is expected to serve as a preview of future utility vehicles, including:
- A potential production SUV
- A Hyundai pickup truck planned by 2030
This signals Hyundai’s intent to expand beyond crossovers into hardcore off-road and work-focused vehicles.
Conclusion
With the Boulder concept, Hyundai is making a bold statement in the off-road SUV space. Combining rugged design, practical features, and strong engineering, it could become a serious competitor to established players like the Bronco and Wrangler if it enters production.
Source: electrek.co
