Hyundai teases first pickup with Boulder concept
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Hyundai's Boulder concept. Photo: Courtesy of Hyundai
Hyundai's reveal of the rugged Boulder concept vehicle at this week's New York International Auto Show is proof that automotive trade shows can still generate excitement.
Why it matters: It's the Korean auto giant's first true truck platform and a shot across the bow of Detroit's domestic automakers, who dominate the category.
Zoom in: While the Boulder is an SUV-shaped design, it previews a new body-on-frame architecture that will underpin future rugged products capable of serious off-roading, towing and hauling.
- A midsize pickup will be the first model and will arrive by 2030.
Between the lines: The Boulder concept's creation was led by the Southern California-based team at Hyundai Design North America.
- It was developed with a specific focus on catering to the desires of off-road enthusiasts and the goal of attracting new buyers to the Hyundai brand.
- The body-on-frame truck is one of 36 new Hyundai vehicles coming to North America by 2030.
It will be built in the U.S., using steel produced at a recently announced Hyundai steel plant in Louisiana.
What they're saying: "The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want," CEO José Muñoz said.
- "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."
- "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 bottom line: With a U.S.-built pickup on the horizon, Hyundai is positioning itself as a full-line competitor in the American market.
