Payne: Hyundai Boulder Concept targets Bronco, Wrangler at NY show

Posted by Talbot Payne on April 2, 2026

New York Auto Show - Hyundai Boulder Concept

New York Auto Show – Hyundai Boulder Concept

Henry Payne, The Detroit News

New York — Off-road parks are gonna get crowded.

Hyundai stunned the New York Auto Show Wednesday with its brawny Boulder SUV concept. It’s the first body-on-frame, truck-based SUV from the South Korean brand, going after Detroit icons Jeep Wrangler and Ford Bronco in the off-road space.

With General Motors Co. taking a pass on the affordable, mid-size, off-road SUV space to make the Chevrolet Blazer and six-figure GMC Hummer SUV electric vehicles, Asian makers have rushed in. Toyota has added body-on-frame competitors like the Land Cruiser and Lexus GX in the space where they already sold the popular 4Runner, and now here comes Hyundai which will also offer a U.S.-made pickup on the same platform by 2030.

Read full article here.

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