New concept previews range of rugged off-roaders and pick-ups being primed for US market
Hyundai has revealed the Boulder concept as its take on the Ford Bronco and Jeep Wrangler, hinting at a new range of rugged off-roaders and pick-ups that the brand is developing for the US market.
Notably, the bluff 4×4 is based on a new body-on-frame platform that will underpin a new pick-up which is due within the next four years. This, Hyundai said, will major in off-roading, towing and load-lugging capabilities, and is intended to attract new buyers to the brand.
The Boulder was designed by Hyundai’s North American studio based in Southern California and is said to be capable of “extreme adventures”, with Hyundai claiming it has “aggressive” approach, departure and breakover angles for manoeuvring on trails off the beaten track.
Design boss SangYup Lee described it as “a four-wheeled love letter to the dynamic, off-road way of life that many customers have been asking us for”.
The cabin features an array of chunky button and dial controls intended to be as easy to use as possible when traversing rough terrain, as well as fold-out tables for picnicking.
The Boulder’s rear tailgate is hinged on both sides, and its rear window can lower into the panel to allow for carrying particularly long items.
It is also said to have a guidance system that acts as “a digital spotter”.
The Boulder is not expected to become a production car, nor are Hyundai’s future body-on-frame models anticipated to launch in the UK. The company said it reflects its ethos of designing and developing new models for America, to be built in America, using steel it produces in the country.
However, it signals the brand’s intent to capture a slice of the growing market for performance-focused off-roaders, which includes the Ford Bronco Raptor, Jeep Wrangler Rubicon and RAM 1500 TRX.
Randy Parker, president and CEO of Hyundai Motor North America, said: “Body-on-frame trucks play a central role in this market, and we see a clear opportunity to bring customers a new alternative that reflects how they work, explore, and live. The Boulder concept SUV signals our approach to this segment and how we are thoughtfully developing our mid-size pickup with the needs and expectations of US customers at the core.
