Over the past few days, it’s felt like Hyundai was going to steal the New York Auto Show. A secret debut, so confidential that not even members of the press knew about it in advance. While we expected something along the lines of a production-spec Crater, the vehicle actually unveiled is even cooler than that. This is the Hyundai Boulder, a body-on-frame concept SUV aimed straight at the Jeep Wrangler and Ford Bronco.
It’s no secret that Hyundai plans on building a body-on-frame midsize pickup truck in America by the end of the decade, but it felt naive to imagine that the marque would only use that platform for one thing. The Boulder Concept isn’t confirmed for production, but it would be foolish not to build it for real.
Right off the rip, Hyundai nailed the styling. It’s blocky in all the right ways, upright in the manner of a Bronco or a Wrangler or a Land Rover Defender. Speaking of Bronco, there’s definitely a whiff of 2004 Bronco concept to the shape of the grille panel, but that’s probably fine. Huge fenders and curved rear quarter windows definitely help add distinction, and that’s before we get into the details.
In profile, the dominant force on the Hyundai Boulder is the presence of coach doors. Are rear-hinged rear doors practical on an off-roader? Regardless, they look awesome and they’re something you can just do when you’re starting with a ladder frame. Right above those doors, you’ll find safari windows to let a little more light into the cabin without being blocked by a roof rack. Placing these windows right above the passenger compartment is a smart translation of a cue previously seen on the Land Rover Defender. It feels like tribute, paying homage to pioneers of the segment.
While Hyundai hasn’t stated what’s powering the Boulder concept, a possibly production version certainly wouldn’t be all-show and no-go. Just check out those huge 37-inch mud-terrain meats, on par with the largest tires offered on the Jeep Wrangler and Ford Bronco. That’s the sort of size that isn’t chosen on accident, and a full-size rear-mounted spare tire signal genuine trail intent. Speaking of the rear, let’s talk about that fifth door. Not only is it hinged on both sides for convenience, the rear window can motor down into the door 4Runner-style for a breezy feel. It really does feel like Hyundai’s compiled a greatest hits album here, just about every feature loved on iconic 4x4s combined into one vehicle.
Moving inside the Hyundai Boulder Concept, it’s all surprisingly pragmatic. We’re talking rugged materials, grab handles, and plenty of interior storage. The multiple little gauge pods we saw on the Crater make a return, along with toggles for locking differentials and four-wheel-drive mode selection. There’s a little concept car flight of fancy to everything such as the ornateness of the shifter, but strip that away and it’s not hard to imagine the near future.
What’s more, there’s actually stuff underneath the Boulder. Long-travel remote reservoir dampers, a coil-sprung solid rear axle, huge upper A-arms up front. This looks like a platform made to actually go off-road, which is hugely exciting considering how many concept cars these days are just pusher models.
The more I look at the Hyundai Boulder, the more two distinct things become obvious. Firstly, Hyundai has a proper midsize off-road SUV concept for the 2020s before General Motors. That’s wild. Secondly, Hyundai needs to build this thing for real. With the off-road SUV market continuing to grow and a body-on-frame platform in development, there’s no reason not to. So come on, let’s see a version of this out on the trails in a few years.
Top graphic image: Matt Hardigree
I like the look, but I already have a 2008 FJ Boulder
A lot of hate in this comment section, and I can’t figure out why. This thing will PRINT money for Hyundai.
I think it’s because it’s ugly.
The wheels look oddly like they are hinged where the spokes meet the rim.
I noticed that and liked it.
To quote Shania Twain, ” So you got the looks, but have you got the touch?” Curious if they can deliver a real off-roader that people will consider given the market feels slightly saturated. And by that I mean there are a lot of extremely capable, supremely expensive, factory off-roaders. Personally I think I would have been more excited about some other announcement from Hyundai, like the n74, or that Crater!
Who wants to bet they will release a Genesis version to take on the likes of the Lexus GX?
It looks like it copies the Bronco’s homework a little too closely (especially since it shares the same problem of the track width being too wide for the body), but I think it’s still pretty neat. Managing a shorter wheelbase while still having 4 doors is a nice compromise over managing 2 versions of the same vehicle.
I like to hit the dirt but do not care for retro-styling. If they can build one that’s cheaper and won’t seize/burn/crush/etc. then they have a shot but not sure how much of one with the Wrangler and Bronco.
I’d like a 4Runner competitor with tires that don’t stick out, etc. but not sure how much room there is between the 4Runner and a crossover like the Passport.
So the top doesn’t come off? It’s not a direct competitor then…
Chevy, we don’t want to be third to the party, it’s beneath us. Hyundai, hold my beer…
Swap out those bumpers for something offering more protection and we might be in business.
A Wrangler snd Bronco fighter? Perhaps they should have dubbed it the Wrongco.
I read that as Ronco and had some wild flashbacks. Imagine the commercials.
Here’s the amazing new Hyundai Wrongco off-roader with aVeg-O-Matic transmission and Showtime Rotisserie Touch Screen controls. Just set it and forget it. And it really, really works! How much would you expect to pay for an SUV that does all of this. $100 thousand, $75 thousand? Well, you’re not going to pay $75,000. You’re not going to pay $65,000. You’re not even going to pay $60,000. No, you can have this amazing vehicle for the low, low price of just $59,999.99! But wait, there’s more …
If you act now, we’ll throw in a year’s supply of pine tree air fresheners! And that’s not all. We’ll also include 12 extra cup holders and a lifetime supply of over-the-air updates. That’s the amazing, Wrongco, a year’s supply of air fresheners, 12 extra cup holders and unlimited over-the-air updates all for the low, low price of only $59,999.99 or four easy payments of $15,000. You just can’t get a better deal than that.!
What’s left of Motortrend TV might have something to say about that name.
What a rip off of the 2004 Bronco concept. Obviously there are changes, but no way that design wasn’t used in developing this Hyundai.
Quite honestly I’m already sick of all these body-on-frame off-roaders. Wrangle, Bronco, Scout, this Boulder, and probably at least one other one is in development.
A long time ago, I remember reading an editorial in a car magazine about sports cars and these kinds of off-roaders. They basically claimed that whenever you see a large influx of new vehicles in these segments, the economy is about to crash. All vehicles take years to develop, so most of them start off right at the beginning of a boom period when carmakers have some extra money to spend. By the time they come to market, however, the economy has taken a shit and people are pulling back from thirsty, expensive toys.
At least we get to listen to the drivers of these things perpetually complain about gas prices.
I have definitely noticed a corollary in what you might call the Boutique Index. In good times people feel safe in starting a questionably viable business, so even in small towns (or especially there), you’ll see a profusion of novelty stores, streetwear shops, tattoo and piercing parlors, etc. Then the crash hits and, no longer business owners, these folks struggle to hang on to the rolling 6000 pound tax deduction that lifestyle afforded. Whenever I see hair and nail salons popping up like mushrooms, I expect an economic downturn.
looks a lot like a modern FJ to me. still missing the things that Jeep will point out as an issue, and that is a removable top and a solid axle out front.
The part that will be important to me otherwise is manual or auto only, Locking Transfer case and axles, though it sounds like those are at least in the mix here and then it will be mostly about the engine choices. Hyundai is betting on high strung sub 2 liter turbo motors on a lot of stuff lately, even the Telluride lost the 3.8 NA v6 this year. though I am likely in a minority, I still feel like they really need to at least offer a simple rugged understressed drivetrain option with a manual trans.
Brangler?
It’s looks like a modern fj that copied part of its homework from land rover and Ford. Inside looks like it would be a modern fj. I bet they try to slot it between the wrangler and bronco price wise. But needs to be least expensive if they are going to sell it. Still massive fj vibes they should have done great and didn’t.
If the suv is Boulder the truck must be San Antonio. Solid name the sort of life style vehicle you see roaming around boulder.
considering how popular those still are it actually seems off Toyota never made a current version, with a removable roof.
Land Cruiser FJ seems like it would do well enough as does just about everything else on imv.
Body on frame with a stick axle FTW. Hope they make it.
Ah-ha, the all-new
Kia Stinger 2wait no,the Santa Cruz 2the Hyundai Boulder! Surely this time the plunge into a new market segment will not be overpriced and underdelivered! Third time’s a charm.I like it, but I want a 4-door version.
This is too close to an FJ Cruiser, and as much as people like them now, they sold like crap when they were new. After the first year or two, sales dropped like a rock.
To get non-offroad enthusiasts to want one, it has to have 4doors.
I loved my 4Runner, but I HATE FJ’s. I always thought they were pointless, since they weren’t that much more capable than the same year 4Runner.
Pretty sure it’s a 4 door.
Yes, as if this market wasn’t served enough.
Can we see the production N74 instead, please?
Over the top stupid. It isn’t fighting anyone but the delulu cyber truck owner who wants to look like they live in the future.
Hard Pass.
Of the 3 cars H-K has shown off so far this is the least interesting. I mean, it’s not “30th anniversary trim level of an existing model” dull, but it nowhere approaches “stunningly rational quasi purpose-built taxi” interesting, let alone”electric hot hatch confirmed for US sale” interesting.
They’ve gone and designed a very nice Ford. I know this is a new segment for Hyundai, but I see very little “Hyundai” in the theme. That may or may not bother anyone else, but I feel like it’s a missed opportunity.
The interior is dope as hell though, I really like it.
10 years before it comes out, so who cares
Cool if it was out earlier, though
It has the look, but the trick will be whether it actually performs offroad as good as the Bronco or Jeep. They both have the engineering to back up the look. For a first attempt, the Bronco definitely had the engineering behind it to be a great off-roader.
I see that they’ve heard about how everyone hates flush door handles, but then wildly over corrected.
That door handle looks like I should be pulling it to open an oven.
Success or failure will all come down to price. Jeep, Toyota and Ford have left themselves exposed to be undercut with prices starting at $36k, $41k and $40k respectively. If Hyundai can get the look right on a production vehicle, back it up with a solid push to give it off-roading prestige and get a great base model out for $35k they will find a way to eat a big piece of this market.
Does anyone actually buy the base JeepToyotaFords, though? All the ones I see around here are optioned out the wazoo. I live in the red rocks country near Moab, so a larger percentage than normal do actually venture off the pavement.
To be fair, I don’t have numbers. I seem to mostly seem lower trim vehicles where I am up in the PNW.
Yep. There are a lot of base or close to base Wranglers and Broncos around here. The dealers can’t keep basic versions of these cars on the lot.
IMO, an absolute base Wrangler isn’t even suitable for basic transportation. For a second, “beach car” or as an offroad toy yeah, but for a daily driver for someone who commutes on the highway for any distance? Hell no.
The base Toyota 4Runner and Tundra is the SR5 level, and yeah, those are likely the volume leaders for Toyota. But those aren’t bare bones, you still get all the normal options one would expect in 2026. I know the Taco has the even baser SR level, I see those around, but mainly as fleet vehicles.
I haven’t checked the numbers, but I would not be surprised if the base Land Cruiser “1958” trim level is the top seller of that vehicle.
This may come as a shock, but lots of people don’t do a daily commute on the highway.
Second note, the vehicle this most reminds me of is a H3.
Good call! Definitely strong Hummer vibes. Now that you mention it, I think they may have even made a similar concept. There were always rumors about a 2 door Jeep fighter.
And I see a TON of Broncos and Wranglers on the highway during my commute to/from work everyday. Sure, not everyone commutes, but a lot of people do. The avg commute is almost a half hour.
*Finally* — this vapes H3 all day long.
Judging by the sheer number of Wranglers I see on my daily highway commute, your opinion is not shared by a whole lot of people.
I said absolute base. How may steel wheel, soft top, base Wranglers do you see? I see a ton of Rubicons and Saharas every day, RARELY an absolute base model.
Not sure I’d know one if I saw one. They all look the same to me outside of the tacky aftermarket stuff all over them.
Having sold off-roady vehicles before, the base price just gets people in the door. Then they go nuts with the options sheet and end up spending WAY more than they claimed they wanted to when they first walked in
I think that’s car sales in general. But I’m not sure that Hyundai needs to radically undercut the incumbents. Maybe they do in order to build the mystique for a toy.
$35 grand …. as Joe Biden used to say…c’mon man….you’ll be lucky to find one under 50. Most any Santa Fe you find is over 40 and that thing is on the high volume Sonata/Sorento chassis/powertrain.
I think this is a segment where image and loyalty matter more than almost anything else. For many people this is a purchase that they have dreamed about and strived for. Jeep, Ford and Toyota have deep established heritage, community, and competition to draw on.
To make this thing sell meaningfully they will need a very compelling reason to pull people away, and I think a big component of that sales pitch will come down to “value”.