- Hyundai previews a new body-on-frame pickup aimed at North American buyers.
- It adopts the ‘Art of Steel’ design language previewed by the Boulder concept.
- The truck is set to arrive by 2030, with production planned in the United States.
Hyundai pulled the wraps off the Boulder concept at the New York Auto Show today, but the bigger story sits beneath the surface. As SangYup Lee, head of Hyundai and Genesis global design, explained, this isn’t just a concept. It’s a “confident declaration” of where the company is heading with its upcoming US-built body-on-frame pickup truck, one that could, and likely will, spin off into an SUV like the Boulder.
The single teaser, which Hyundai actually first showed last year, depicts a dual-cab truck hidden beneath a veil. Even so, the basics are clear: an upright nose, a boxy silhouette, and oversized wheels that hint at something genuinely rugged. As for the finer details, the “Art of Steel” styling language seen on the Boulder SUV offers a strong preview of what’s coming.
More: The Boulder Is Hyundai’s Answer To The Ford Bronco, And A New Pickup Is Behind It
With that in mind, we put together a speculative rendering of what the pickup might actually look like once it hits production. Using the Boulder Concept as a base, we’ve toughened up the front end with heavier plastic cladding to give it a more realistic, road-ready feel.
The design carries over key elements from the concept, including the split headlights, chunky off-road bumpers, and squared-off fenders. The end result lands somewhere in baby Chevrolet Silverado territory, while the SUV it spawns still leans much closer in character to a Ford Bronco.
Under the skin, both the SUV and the truck will utilize a new dedicated body-on-frame architecture. That gives the truck the kind of off-road toughness, towing muscle, and load-hauling capability it needs to go head-to-head with rivals like the Ford Ranger, Toyota Tacoma, Chevrolet Colorado, Nissan Frontier, and Jeep Gladiator in the midsize class.
More: Genesis Has One Obvious Gap In Its Lineup, And It Has A Bed
Exact specs are still being kept under lock and key, though the architecture is expected to support hybrid and range-extender setups, aligning with Hyundai’s current electrification plans.
Hyundai President and CEO Jose Munoz has once again confirmed the pickup is being tailored specifically for North America, with a targeted arrival by 2030. It will also be built locally using “American-sourced steel”.
Rugged Character
During the presentation, Randy Parker, CEO of Hyundai Motor North America, didn’t try to spin it, openly acknowledging the shift away from the lifestyle-leaning Santa Cruz and its lukewarm reception.
“With that signal from the market and lessons learned from the Santa Cruz, we are ready to expand our portfolio with a new midsize body-on-frame pickup truck…Body-on-frame trucks matter in America. They’re the backbone of small businesses, weekend adventures, and everyday families.”
More: A New Hyundai SUV For $6,200 Exists And It Just Got Better
Brad Arnold, Hyundai North America’s Chief Designer, leaned into the idea that these new models won’t be one-size-fits-all. Instead, they’re being pitched as blank slates for owners who want something tailored to how they actually use their vehicles:
“Boulder’s accessory-ready platform is an open canvas that you can equip for your hobbies and your style,” said Arnold. “This designed-in flexibility ensures that no two Boulders will ever look the same…Whether you’re hiking, camping, surfing, or perhaps the more frequent adventure of driving over parking lot curbs at Home Depot, Boulder leads the way with 37-inch tires, impressive ground clearance, and serious suspension travel.”
Together, the truck and SUV are part of a much bigger product push. Hyundai says they’re two of 36 new or refreshed models arriving over the next five years, while Genesis is planning 22 debuts of its own in the same window.
