Hyundai Boulder SUV Concept: Hyundai’s Answer to the Ford Bronco

Hyundai has unveiled the bold new Hyundai Boulder at the New York Auto Show, signaling a major push into the midsize off-road SUV segment. Designed to compete with iconic vehicles like the Ford Bronco, Jeep Wrangler, and Land Rover Defender, the Boulder features a rugged body-on-frame chassis, massive 37-inch tires, a flexible tailgate, roof storage solutions, and safari-style roof windows for enhanced off-road visibility. Inside, Hyundai combines practicality with luxury. The interior includes multiple mini displays, physical buttons and knobs, and durable materials built for real-world use, making the Boulder as functional as it is stylish. Inspired by Hyundai’s Art of Steel philosophy, the concept emphasizes bold surfaces, strong shapes, and an adventurous attitude. The Boulder rides on a ladder-frame chassis derived from a future Hyundai pickup, demonstrating the company’s commitment to producing trucks for the American market using locally sourced steel. This move positions Hyundai to directly compete in the midsize truck and SUV segment, addressing the challenges faced by the compact Santa Cruz unibody pickup. With plans for 36 new or refreshed Hyundai vehicles and 22 Genesis models over the next five years, the Boulder concept highlights Hyundai’s dedication to innovation, rugged design, and the American adventure market. #HyundaiBoulder #SUVConcept #OffRoadSUV #HyundaiSUV #MidsizeTruck #FordBroncoRival #BodyOnFrame #AdventureVehicle #2026SUV #HyundaiConcept #RuggedSUV #OffRoadAdventure