Trending Now - Hyundai Unveils Boulder: a Bold American-style SUV Concept

WHO:

Jalopnik - Hyundai Design North America team is responsible for the design of the Boulder concept.

Jalopnik - José Muñoz is the President and CEO of Hyundai.

WHAT:

CNET - Hyundai unveiled the Boulder, a body-on-frame SUV concept.

Jalopnik - The Boulder concept is designed for the American market and reflects American values.

Jalopnik - Hyundai confirmed plans for a body-on-frame midsize pickup truck by 2030.

WHERE:

CNET - The Boulder concept was unveiled at the New York Auto Show.

Jalopnik - The Boulder is named after the town of Boulder, Colorado.

WHEN:

Jalopnik - Hyundai announced plans for a body-on-frame midsize pickup truck in September 2025.

Jalopnik - The Boulder concept was unveiled on April 1st, 2026.

WHY:

Jalopnik - The Boulder concept aims to cater to American customers and reflects core American values such as freedom.

HOW:

Jalopnik - The Boulder will be designed, developed, and built in America using American Hyundai steel.

(UPDATED April 1, 2026 23:08 UTC)

Hyundai unveiled the Boulder, a body-on-frame SUV concept, at the New York Auto Show on Wednesday, with plans to cater specifically to American customers and reflect core American values like freedom. The Boulder, named after the town of Boulder, Colorado, is designed by Hyundai Design North America, led by President and CEO José Muñoz, and will be built using American Hyundai steel. Additionally, Hyundai has confirmed plans for a body-on-frame midsize pickup truck by 2030, which was first announced in September 20th25.