--- title: "Hyundai Targets Bronco, Wrangler with Body-on-Frame Boulder SUV Concept" date: "2026-04-01" modified: "2026-04-01" authors: - name: "Byron Hurd" job_title: "Editor" link: "https://www.thedrive.com/authors/byron-hurd" url: "https://www.thedrive.com/news/hyundai-targets-bronco-wrangler-with-body-on-frame-boulder-concept" categories: - "Hyundai News" - "News" - "News by Brand" tags: - "Concept Cars" - "Hyundai" - "suv/crossover" --- # Hyundai Targets Bronco, Wrangler with Body-on-Frame Boulder SUV Concept ![Hyundai Boulder Concept]() *\Joel Feder\* Hyundai is going after the Ford Bronco and Jeep Wrangler with a new body-on-frame, off-road SUV. Hyundai's unveiling promised serious suspension travel, off-road tires (the concept appears to be wearing 37-inch mud-terrains) and other goodies, including a dual-hinge tailgate, "safari" windows and much, much more. "For the North American region, we are dreaming big," Hyundai executive vice president SangYup Lee said. The concept car has a solid rear axle and independent front suspension; the 37-inch M/Ts are wrapped around 18-inch wheels. The Boulder is [expected to share a platform with Hyundai's new body-on-frame midsize truck]() that will be built and sold in the USA. You can swipe through some live photos from the NY Auto Show reveal that Joel Feder grabbed from the floor here: - ![]() - ![]() - ![]() - ![]() - ![]() - ![]() - ![]() - ![]() [][][] "Boulder Concept’s off-road design focus not only conveys an imposing presence; it also enhances its off-road terrain credentials, enabling aggressive approach, departure, and breakover angles for exceptional off-road agility," [the company's announcement]() said. "When the occasional creek might stand in the way of the Boulder, a generous fording depth helps to keep things moving safely and securely." "America is our home," Hyundai President and Chief Executive Officer José Muñoz told the assembled crowd. ![]() ![]() **Hyundai** ![]() ![]() ![]() ![]() ![]() "The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want,” said Muñoz. “Body-on-frame vehicles are the backbone of American work and adventure, and we intend to compete in the midsize pickup segment with everything we have," he continued. "The body-on-frame truck is one of 36 new Hyundai vehicles coming to North America by 2030. We are entering segments we have never competed in before, and we are doing it the right way: designed in America, built by Americans for American customers.” Those 36 new or significantly refreshed vehicles will be accompanied by 22 from luxury subsidiary Genesis. ![Hyundai Boulder concept suspension detail.]() *Hyundai didn't share much in the way of specs, but the concept has remote-reservoir shocks and very aggressive mud terrain tires. *Joel Feder** Muñoz also [plugged the company's plans]() to build a new army of humanoid Atlas robots to help supplement human labor in its Georgia assembly facility. *Got a news tip? Let us know at tips@thedrive.com!* ## Author Byron is an editor at The Drive with a keen eye for infrastructure, sales and regulatory stories. He brings a light, punchy style to all of his content, believing that there's plenty out there to be laughed at—himself included. Born and raised in Maryland but now based just a stone's throw from Detroit, Byron is an auto enthusiast and generalist who enjoys building and tinkering with things of all kinds, from cars, computers and digital cityscapes, to the new garage that will soon house his fleet (a CT4-V Blackwing, a JK Wrangler and an NA Miata). Inspired by an early love of rollercoasters, Byron quickly caught the high-performance driving itch. He's been tracking and auto-crossing his cars since 2007. In his downtime, Byron enjoys reading, playing city builders, and studying the history of the Motor City. ### Author social links [Bluesky]() [Instagram]() [LinkedIn]()