Hyundai Boulder Concept

Quick look

• Though the design concept has SUV bodystyle, the ladder frame platform will be the basis for a new midsize pickup truck Hyundai will launch in the US BY 2030.

• The switch to a ladder frame signals Hyundai’s intent to compete in the huge  truck segment which has established American and Japanese models.

As many companies wanting to sell cars in America have understood, the huge market (once the world’s largest) requires vehicles that are more specific for the market and not necessarily what is sold elsewhere in the world.

This has led, since the 1970s, to the establishments of design and then engineering R&D centres in America, where not only Americans would work on new products but also enable the product planners to immerse themselves in the culture and monitor trends.

The volume in the American market has justified these R&D centres which are part of many automakers’ global networks and also participate in the development of some global models.

Designing for the American market
With the Boulder concept SUV, the Hyundai Design North America team based in southern California focused on creating a vehicle that aligns with the mechanical expectations of the American market. Apart from the size, these relate to towing capacities and structural rigidity.

This led to a fundamental shift in the brand’s engineering direction for the North American market. It moves away from the unibody (monocoque, like a passenger car) Santa Cruz lifestyle truck and SUVs. Instead, it utilizes a fully boxed, body-on-frame or ladder frame architecture.

By adopting a ladder frame chassis, the engineering team has prioritized durability over the weight-saving benefits of car-based platforms. This mechanical shift signals an intent to enter the competitive midsize truck segment currently occupied by established American and Japanese models.

Production truck by 2030
This platform, which is traditionally used for heavy-duty work and dedicated off-road vehicles, will serve as the foundation for a midsize production pick-up truck scheduled for launch by 2030. It will be made in America and will be one of 36 new model launches planned for the North American market over the next 4 years.

The development of the Boulder Concept was spearheaded by the specifically regarding towing capacities and structural rigidity.

‘Art of Steel’ design language
The concept truck uses the ‘Art of Steel’ design language which also guided the designs of the Concept THREE, NEXO, and INITIUM shown earlier.

This language emphasizes the raw properties of high-strength steel, utilizing sculptural volumes that appear as though they were formed under immense pressure. This design direction was influenced by the industrial capabilities of Hyundai Steel, integrating the group’s metallurgical expertise directly into the vehicle’s visual identity.

The exterior is finished in a Liquid Titanium coating, intended to highlight the flow of the metal surfaces and the precision of the body panels.

The exterior dimensions and proportions are defined by an upright greenhouse and high beltline, resulting in a silhouette that emphasizes ground clearance. The vehicle sits on 37-inch mud-terrain tyres wrapped around 18-inch wheels, which significantly impacts the approach and departure angles necessary for challenging off-road manoeuvres.

A full-size spare wheel is mounted at the rear, adhering to the functional requirements of long-distance travel. Reflective materials are integrated into the door handles and recovery hooks to assist with visibility during low-light operation.

Functional utility
Functional utility is integrated into the greenhouse through the use of dual safari-style windows located on the upper roof sections. These fixed glass panels are designed to increase natural light within the cabin and improve upward visibility in mountainous environments.

The roof itself features a low-profile rack system with steel webbing, providing a flat surface for securing external cargo. These elements suggest a focus on overlanding applications where gear storage and spatial awareness are critical factors for the operator.

The door configuration adopts a coach-style opening mechanism, commonly referred to as ‘suicide doors’, which eliminates the B-pillar when both doors are open. This layout provides an unobstructed opening for loading large items into the cabin or accessing the second-row seating.

The rear of the vehicle features a double-hinged tailgate that can swing open from either the left or right side, depending on requirements. Additionally, a power-operated rear window retracts into the tailgate to facilitate the transport of longer items that exceed the interior floor length.

Durability and ergonomic reliability
Inside the cabin, the designers focused on material durability and ergonomic reliability. The interior uses reinforced materials on high-traffic touchpoints and grab handles to withstand the friction of repetitive use in dusty or muddy conditions.

Unlike many contemporary concepts that rely exclusively on touchscreens, the Boulder utilizes physical knobs and toggle switches for primary vehicle functions. This choice is intended to ensure that the driver can operate the controls by feel while navigating uneven terrain or wearing gloves.

The modular layout is modular features integrated fold-out tray tables that can be deployed from the seatbacks or centre  console. These surfaces are designed to serve as workstations or eating areas.

The floor and seating materials are selected for their ease of cleaning, acknowledging the likelihood of debris being carried into the cabin after outdoor activities.

The infotainment system’s software suite includes a real-time off-road guidance system that provides topographical data and suggests paths based on the vehicle’s physical dimensions.

As the project moves toward its 2030 launch, the engineering teams will be working on validating the durability of the new chassis in varied North American climates and terrain types.

“The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want,” said Jose Munoz, President & CEO, Hyundai Motor Company. “Body-on-frame vehicles are the backbone of American work and adventure, and we intend to compete in the midsize pick-up segment with everything we have.

Hyundai Motor provides overview of plans to 2030