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
A Boulder is too much for me. Can I have a Cobble instead?
Wow that looks good, I hope they do it.
As a former fan and owner of a ‘07 FJ Cruiser I would advise Hyundai to sit this one out and save its investment for the N Vision or something else. The ideas of the boulder have been done before, they failed, and the competition is now mature. And seeing how this concept is a weak sauce mix of older ideas, it ain’t gonna do well at likely 50k + price. Just use parts from that sweet interior in some future offroad-y trim of the Sorento or Sportage.
Toyota should bring back a hybrid version of the FJ cruiser! Chunky Tonka truck with decent gas mileage will be very tempting.
That was its worst feature: I could deal with the suicide doors and the unjustified weight, but road trips that require refueling every 250 miles is just nuts.
As a current fan and owner of an ’07 FJ Cruiser, I agree with you here! On good trips, you can get more than 250 (even with the 33s this FJ had when I got it) but it is an expensive roadtrip if you’re going really far. I think I spent something like $600 total on a LA – Moab – LA trip a couple years ago. Don’t think I’d consider that at all with the current prices.
I often regret selling it, but as a city boy I only get so much sheetmetal.
I think this is already happening.
Hyundai Boulder…. Like a Rock. (hey, where have I heard that before?)
Is it from the Chinese car maker named Chery?
Meanwhile, over at gm………
“Maybe we should make another Avalanche”
I think this GIF sums this up well.
This looks like someone put a Palisade, a Bronco and Recon in a blender. It’s an ugly flavor of bland. I mostly like the interior, though.
I am also someone who was hoping for a production Crater, so maybe the disappointment is making me more critical.
This is so deeply disappointing from Hyundai. For a company that has been putting out innovative designs for a while now, this thing is derivative and boring.
They should have brought a production version of the Crater, which has way more of a unique identity.
I’m sure it’ll do fine and it’s great to have another option in this segment. But this is phoned in, design-wise.
There might be a market for these. I own a new Defender 90 and didn’t want a Wrangler or Bronco specifically because the removable roof compromised the everyday use of the vehicle. Is it fun to remove the top and doors? Sure, but for the hours I drive on paved roads it is nice to have a quiet vehicle. I would have test drove one of these for sure.
FYI I cross shopped 4Runners and Landcruisers. The 4Runner feels like the roof is too low and the Landcruiser just felt too big.
I assume it has 4-low, one never knows these days.
BOF. Box. Gloriously ugly. frytakemymoney.png
Prompt: You’re a car designer and you’ve been tasked with designing an offroad body-on-frame truck that has classic offroader looks that also fits modern trends.
AI: here you go.
My hate for central gauges aside, the interior looks kind of cool.