Hyundai Motor on the 1st (local time) unveiled for the first time the next-generation midsize pickup truck Boulder concept at the 2026 New York International Auto Show held at the Jacob K. Javits Convention Center in New York.
Boulder takes its name from a city in Colorado known as a mecca for the outdoors. Its features include: ▲ body-on-frame structure ▲ bold and rugged design ▲ function-centered engineering.
José Muñoz, president and CEO of Hyundai Motor, said, "Boulder shows how Hyundai Motor intends to deliver what U.S. customers want," and added, "Body-on-frame vehicles are the backbone of American culture, and Hyundai Motor will put all its capabilities into competing in the midsize pickup truck market."
Boulder embodies "the freedom to pursue extreme adventures" through various design elements. It was developed with a focus on meeting the needs of multiple customer groups, including not only general customers but also off-road enthusiasts.
The vehicle's overall silhouette features wide windows and right angles. A fixed upper double roof window, commonly used in safari observation vehicles, provides abundant natural light and a wide field of view.
Considering a variety of off-road driving environments, it secures steep approach and departure angles and a break-over angle to enable smooth driving on slopes and rough terrain. It can also drive through valleys and waterways.
Boulder is equipped with large 37-inch mud-terrain tires to enhance both design completeness and rough-road driving performance. Reflective materials are applied to key exterior elements such as the towing hook and door handles so the vehicle can be easily identified at night.
Lee Sang-yeop, executive vice president in charge of Hyundai Genesis Global Design, emphasized, "With its body-on-frame structure, Boulder is a 'love letter on four wheels' to the dynamic off-road lifestyle customers have long desired," and added, "It will exceed the expectations of customers who enjoy extreme adventures."
Hyundai Motor also announced plans at the New York Auto Show to actively roll out a 2026 North and Central America World Cup campaign through its partnership with the Fédération Internationale de Football Association (FIFA).
Hyundai Motor's campaign theme for this World Cup is "Next Starts Now." At this year's World Cup, Hyundai Motor will provide more than 1,000 passenger cars and more than 500 buses, the largest scale ever, and plans to feature Boston Dynamics' robots Spot and Atlas at World Cup venues in various ways.
At the New York Auto Show, which runs through the 13th of this month, Hyundai Motor has prepared a 4,412-square-meter (about 1,300-pyeong) exhibition space and, in addition to the main stage, will operate an EV/hybrid zone, an XRT zone, and a performance zone, exhibiting a total of 29 vehicles.