Hyundai’s Boulder Concept is a rugged Defender rival

Hyundai is aiming to tackle the rugged off-roader market with its new Boulder Concept.

Unveiled at this week’s New York Auto Show, the Boulder Concept follows a traditional body-on-frame design and is expected to reach production by 2030.

The boxy SUV – which is designed and developed in America – features a new ‘Art of Steel’ design which reflects the truck’s primary material, US-made steel.

Underneath, there’s a ladder-frame design which helps promote rigidity and sturdiness. It’s a design which has been used on countless off-roaders as it provides the best possible robustness, even when tackling difficult terrain.

There are dual safari-style windows at the top of the car to help improve light inside the cabin, while a powered drop-down rear window can make it easier to carry longer items.

Inside, there are off-road-focused features such as a grab bar, while physical knobs and buttons are used for key controls to make them easier to use when on the move.

Randy Parker, President and CEO, Hyundai Motor North America, said: “Developing a robust midsize pickup is a significant growth opportunity for Hyundai in the United States.

“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 midsize pickup with the needs and expectations of U.S. customers at the core.”

Though only confirmed for American markets, if there’s enough interest, it could be the case that the Boulder Concept could go on sale in the UK, where it would rival the likes of the Land Rover Defender and Toyota Land Cruiser.