Bronco killer? Hyundai unleashes wild Boulder off-road concept

Hyundai is shaking up the off-road scene with its Boulder concept, unveiled at the 2026 New York Auto Show. 

This rugged concept shows the brand is no longer content with city-friendly crossovers – it’s now turning its attention to enthusiasts who demand serious four-wheel-drive performance.

The Boulder rides on a robust body-on-frame chassis, reportedly the same foundation that Hyundai plans to use for a new mid-size pickup, expected to hit production by 2030. 

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Despite massive 37-inch tyres, high ground clearance, and a tall stance, some elements will most likely be toned down for production – but the concept’s aggressive proportions and off-road-ready hardware give a clear picture of what’s to come.

Styling is a departure from Hyundai’s usual clean SUV lines. The Boulder sports wide arches, distinctive roof glass, and a wraparound rear window, giving it a bold, modern edge without losing its rugged, purpose-built character. Inside, the cabin is functional, with small digital screens and tactile controls for 4×4 functions.

Development of the Boulder platform is taking place in the United States, with both SUV and ute versions slated for American production. There’s no indication on an Australian release, but the popularity of off-road vehicles here suggests a strong potential market.