Challenging the Wrangler and Bronco, Hyundai Introduces a "Boulder" Offroad SUV Concept Based on a Body-on-Frame

Hyundai Boulder Concept. (Photo: Hyundai USA)

JAKARTA - Hyundai made a big surprise at the 2026 New York International Auto Show (NYIAS) by presenting the Hyundai Boulder Concept, a preview of a tough off-road SUV that is scheduled to go into production before the end of the decade.

Boulder's arrival marks a new chapter for Hyundai, which is now the world's third largest carmaker. Unlike Hyundai's current lineup of SUVs that use a monocoque chassis, Boulder is built on the company's latest body-on-frame platform.

Hyundai President and CEO Jose Munoz confirmed to Autoblog, quoted Saturday, April 4, that this heavyweight platform will not only give birth to SUVs, but also a range of trucks, including a medium-sized pickup truck.

"Boulder is a real representation of our plans. This is not just a chrome fantasy like the Crater concept we showed off in Los Angeles last year. This is a step towards a mass production version," said Munoz.

Although technical details are still limited, Hyundai provided some specifications that confirm Boulder's intention to play in extreme terrain:

Wheels: Using 37-inch-sized large tires. Ground Clearance: It has a very substantial ground clearance to overcome obstacles. Production: This model will be designed and assembled in the United States, using steel from Hyundai's new factory under construction in Louisiana.

Challenge Jeep and Ford Dominance

Hyundai's move openly challenges the dominance of old players in the adventure SUV segment. Hyundai executives gave a strong signal that the production version of the Boulder will be positioned as a direct competitor to the Ford Bronco, Jeep Wrangler, and Jeep Grand Cherokee.

This expansion into the heavy-duty segment is part of Hyundai's and its luxury brand Genesis' grand vision to launch 58 new or significant updates globally by 2030. In the United States market alone, Hyundai is targeting a record sixth consecutive year of sales in 2026.

With a design that is more "earthbound" and ready for production compared to previous concepts, Boulder is a signal that Hyundai no longer just wants to dominate the asphalt roads, but is also ready to dominate the offroad tracks.