The Hyundai Boulder Concept was unveiled at the 2026 New York Motor Show, previewing the rugged, boxy design direction of the brand’s first proper Ford Ranger and Toyota HiLux competitor – a model that is on Hyundai Australia’s 2028 wish list.
Hyundai has confirmed it will introduce a new pickup truck in the US by 2030 based on a ladder-frame chassis like the one used by the Ranger, HiLux and key rivals, after previously offering the car-based Santa Cruz.
“Developing a robust midsize pickup truck is a significant growth opportunity for Hyundai in the United States,” Randy Parker, president and CEO of Hyundai Motor North America, said in a statement.
“Board-mounted trucks play a central role in this market and we see a clear opportunity to offer customers a new alternative that reflects the way they work, explore and live.
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“The Boulder Concept SUV signals our approach to this segment and how we are thoughtfully developing our midsize pickup truck with the needs and expectations of U.S. customers at our core.”
The show car rides on the undercarriage of the upcoming ute and features a powerful “Art of Steel” design with pronounced wheel arches, 37-inch all-terrain tires, a steep front end and a tailgate-mounted spare wheel.
Inside, the sand-colored cabin features configurable seats and a rounded dashboard, a head-up display, as well as numerous physical buttons and off-road-oriented details such as sturdy grab handles, four small central displays and large storage spaces.
Hyundai hasn’t provided any detailed powertrain details for the show car, which is officially called a “design study.”
The brand’s upcoming ute is among 36 new models scheduled to arrive in U.S. showrooms by 2030, but the new ute is expected to spawn an SUV, à la the Ford Ranger and its Everest sibling.
Vehicles on the ute’s new body-on-frame underpinnings are designed and built in the USA using US steel produced by Hyundai.
Hyundai Australia told Daily Sparkz Earlier this year, a launch for local showrooms is planned in 2028.
“Strategically it’s still a work in progress. It’s designed for the next few years… and it’s still being developed in collaboration with the US,” Hyundai Australia chief operating officer Gavin Donaldson said.
Hyundai is currently the only top ten brand in Australia not to offer a dual cab model in its range, with MG, which ranked 10th overall in sales in 2025, recently introducing the U9.
The best-selling vehicle in Australia in 2025 was the Ford Ranger, with the Toyota HiLux and Isuzu D-Max also in the top 10 most popular models.
MORE: Explore the Hyundai showroom
