I Got a First Look at Hyundai’s Bronco Fighter | Alanis King

Video Description from YouTube:

Let’s tour the new Hyundai Boulder Concept at the 2026 New York International Auto Show!

Hyundai’s working on its first U.S. body-on-frame vehicle, which will be a midsize pickup truck that’s due by 2030. This Boulder concept previews it.

Hyundai hasn’t given many details on this Boulder concept. The company says it has a ladder-frame body-on-frame construction, and that the idea is capability for “serious” off-roading, towing, and hauling. The company also mentioned that this concept and utility shows off the “hallmarks of the company’s future body-on-frame production vehicles.”

Hyundai’s really emphasizing that this vehicle is for an American audience, and it feels very American. It’s big. It’s boxy. It’s on 37-inch mud tires. It’s got a full-size spare on the back. Hyundai also says future body-on-frame vehicles will be designed and built in America. The whole ambiance feels like a Hyundai Ford Bronco.

We don’t know any specs about the body-on-frame truck this Boulder concept previews. I can’t tell you powertrain, numbers, or anything else. When it comes to off-road capabilities, Hyundai just says it’ll have “generous” ground clearance, water fording, and approach and departure angles for off-roading. Past that, we’re in the dark. But there are a few things we can learn from this vehicle.

The term “concept” has a very loose definition in the automotive industry. Some automakers show concept cars that never have a chance of making it to production, and some automakers show concepts that do make it, but the production versions end up being deeply tame compared to the concept.

Hyundai is different. Modern concepts from Hyundai and its sister automaker Kia actually end up looking a lot like the production cars, and the Kia Telluride and Hyundai Santa Cruz are great examples of this.

Hyundai’s also been digging toward the off-road market lately. The company has new “XRT Pro” adventure trims, which have more rugged styling and some light off-road features. There have also been concepts, like the Hyundai Crater and Genesis Gran Equator, that scream “adventure” and “off-roading.”

I think this is a good move for Hyundai. The company has a deep foothold in America, and America is ALL about trucks and truck-like structures. By emphasizing that its body-on-frame vehicles are by Americans and for Americans, Hyundai has the chance to emulate what Toyota did with the Tundra pickup: make a truly American vehicle from a non-American nameplate.

And honestly? That’s worked out great.

Thanks for watching my YouTube channel. Enjoy the drive (and the video)!

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