Hyundai’s Boulder Concept previews its first-ever body-on-frame pickup truck, due by 2030

Hyundai used the 2026 New York International Auto Show to debut the Boulder Concept, a body-on-frame SUV that the company confirmed previews its first-ever midsize pickup truck, due to arrive in the U.S. market by 2030. The concept, revealed April 1 at the Javits Center, also signals Hyundai’s intent to compete in a truck segment it has never entered before and raises questions about which powertrain will underpin the eventual production vehicle.

What the Boulder Concept is

The Boulder Concept is explicitly a design study, not a production-ready vehicle. Hyundai is clear that it represents a directional preview of proportions, design language, and capability priorities rather than a finished specification. That said, the company has committed to a production truck with a fully boxed body-on-frame architecture — the ladder-frame construction used in most traditional truck platforms — which represents a significant departure from Hyundai’s existing unibody SUV and crossover lineup.

The concept was designed by the team at Hyundai Design North America, based in Southern California, and the company says all future body-on-frame production vehicles will be designed in America, developed for America, built in America, and constructed using steel produced by Hyundai Steel, a part of the Hyundai Motor Group.

Design details

The Boulder Concept uses what Hyundai calls an “Art of Steel” design philosophy, which it describes as treating steel’s natural formability as a design element — using the material’s qualities to produce sculpted volumes and precise lines rather than obscuring them. The exterior is finished in what Hyundai calls Liquid Titanium.

The silhouette is upright and boxy, with a two-box form that prioritizes visibility and cab volume over aerodynamics. Dual safari-style fixed upper windows are intended to flood the interior with light, while coach-style doors open to enhance side-loading access for both rows. A low-profile roof rack with steel webbing between the rails provides additional cargo-carrying capability. Tow hooks and door handles incorporate reflective material for visibility at night.

The concept rides on 37-inch mud-terrain tires in a 37×12.50R18 LT size, and Hyundai says the approach, departure, and breakover angles are tuned for serious off-road use. Water-fording capability is mentioned, though no specific depth is given. A rear double-hinged tailgate opens from either side, with a power-retractable rear window to accommodate long cargo and provide ventilation while moving.

Inside, the Boulder Concept uses physical knobs and buttons for frequently-used controls, a deliberate choice for durability and usability on rough terrain. Fold-out tray tables are built into the interior, and materials at high-wear touchpoints — grab bars and similar surfaces — are described as robust. The concept also features a software-driven real-time off-road guidance system that Hyundai says functions as a digital spotter.

The EREV question

The Boulder Concept press release does not specify a powertrain. However, the production vehicle it previews is widely expected to feature an extended-range electric vehicle (EREV) powertrain, based on statements Hyundai has made across multiple forums leading up to and including the New York show.

At the 2026 New York show, CEO José Muñoz confirmed that EREV models are coming to the U.S. market. Hyundai has previously stated that an EREV pickup truck is part of its electrification roadmap, with the technology described as operating primarily on electricity, with a combustion engine used exclusively to charge the battery rather than to drive the wheels directly. That architecture is distinct from a conventional hybrid and from a pure battery-electric vehicle: the vehicle drives like an EV, while the engine eliminates range anxiety for long-distance and off-road use where charging infrastructure may be sparse.

The Santa Fe EREV is confirmed as Hyundai’s first production EREV model, with mass production preparation already underway and sales targeted for 2027. An EREV truck powertrain has been discussed by Hyundai to enable more than 600 miles of combined range — a figure that would be particularly relevant to a body-on-frame off-road and work truck, where towing loads and remote-terrain use cases make pure battery-electric range especially constraining. Given the timeline (production truck by 2030) and the company’s stated EREV roadmap, the Boulder’s production successor is a logical candidate for that system, though Hyundai has not formally confirmed the powertrain for this specific vehicle.

For buyers considering a truck purchase in the 2028–2030 window, the EREV powertrain would deliver towing and hauling capability without the range trade-offs that have limited pure EV truck adoption—a meaningful practical distinction in the midsize truck segment.

Hyundai’s rationale for entering the truck market

Randy Parker, president and CEO of Hyundai Motor North America, framed the Boulder Concept as part of a broader push into previously uncontested segments. Hyundai CEO José Muñoz stated at the show that the body-on-frame truck is one of 36 new Hyundai vehicles planned for North America by 2030, a number that reflects the scale of the company’s expansion ambitions. Hyundai Motor Group has committed $26 billion in U.S. investment between 2025 and 2028, and domestic manufacturing of these future truck products appears to be part of that commitment.

The midsize pickup segment is one of the most competitive and commercially significant in the U.S. market. It includes established brands such as Toyota, Ford, Chevrolet, GMC, Nissan, and Honda, as well as newer entrants. Hyundai has not yet competed in the segment with a dedicated truck product. The decision to use a body-on-frame platform — rather than a unibody truck-like format — signals an intent to target buyers who prioritize towing capacity, off-road capability, and load-carrying ability over ride comfort or fuel economy.

The Boulder Concept, as a pure design study, carries no confirmed specifications, pricing, or production schedule beyond the 2030 delivery target for the underlying truck platform. What it establishes is the visual and philosophical direction: boxy, American-market-focused, off-road capable, and built domestically.