Hyundai Boulder Concept: The Brand's First Real Off-Roader Shows Up Wearing a Light Bar
For years, if you wanted a Hyundai that could actually leave the pavement, the trail stopped at an XRT badge and a mild lift. The serious trail-rated arena — the one ruled by the Ford Bronco, Jeep Wrangler, and Toyota 4Runner — belonged to everyone but Hyundai. That changed with a surprise global premiere at the New York International Auto Show, where Hyundai pulled the sheet off the Boulder Concept: a rugged body-on-frame off-road SUV that directly previews the brand's first body-on-frame midsize pickup, slated for production toward the end of the decade.
What makes the Boulder different: body-on-frame
The headline isn't the styling — it's what's underneath. The Boulder rides on Hyundai's first fully-boxed, body-on-frame architecture: the same truck-tough underpinnings beneath a Toyota Tacoma or a classic Land Cruiser, rather than the car-based unibody platforms Hyundai has built its SUVs on for years. That's the difference between a crossover playing dress-up and a rig engineered to be beaten on.
It was penned by Hyundai Design North America's Southern California team around a design language the company calls “Art of Steel,” which turns the strength of steel into something sculptural and purposeful. Hyundai also confirmed these future body-on-frame vehicles will be designed, developed, and built in America using U.S. steel.
The hardware: it didn't show up subtle
The Boulder rolls on 37-inch mud-terrain tires (37x12.50R18 LT) wrapped around 18-inch wheels, with a full-size spare mounted to the tailgate. Those oversized tires sit under wide fenders and deliver generous ground clearance, aggressive approach, departure, and breakover angles, and a healthy fording depth. A built-in off-road guidance system reads the terrain in real time.
The styling leans all the way in: a bold, upright stance in a matte Liquid Titanium finish, squared LED headlights flanking a wide grille, and matching taillights at the rear. The tailgate carries the spare, opens from either side thanks to a double-hinge, and pairs with a power drop-down rear window — the kind of practical, trail-and-tailgate-friendly touches off-roaders and overlanders actually use.
A blank canvas inside and out — including the lighting
Here's the part that should grab anyone who builds out a rig: Hyundai designed the Boulder to be modified. In the company's own words, it's a blank canvas onto which accessories can be easily added, enhancing both function and personal taste.
The cabin follows the same logic, and it's refreshingly different. There's no traditional gauge cluster — vital info projects along the bottom of the windshield like a full-width head-up display. Instead of one giant touchscreen, the rounded dashboard uses four small square displays paired with real, physical knobs and buttons that stay easy to operate with gloves on while the trail bounces beneath you. Utilitarian materials cover the high-wear touchpoints, and the configurable cabin even includes fold-out tray tables.
And right up top? A light bar. A full-width roof-mounted light bar carries over from Hyundai's earlier Crater concept — a trail-ready study that ran 35-inch tires and locking diffs front and rear before the Boulder pushed things to 37s. When an automaker's own designers put a full-width light bar on the concept that defines their off-road future, it's a reminder that real trail capability and real lighting go hand in hand. A body-on-frame rig built for fording depth and remote terrain needs to see — which is exactly where a properly mounted light bar, ditch lights tucked into the A-pillars, and a few pods up front turn “capable on paper” into “confident at 2 a.m. on an unmarked trail.”
When can you actually buy one?
This is still a concept, so temper the timeline. The production Boulder is tied to Hyundai Motor America's first body-on-frame midsize pickup, targeted for production around 2029–2030. Hyundai hasn't locked in powertrains either, though the platform is expected to support electric, gas, and hybrid setups. When it lands, it'll go head-to-head with established midsize trucks like the Tacoma — and a production off-road SUV version would finally give Hyundai a dedicated trail model to line up against the Bronco, Wrangler, and 4Runner, something it's never had.
The M&R Automotive take
A new body-on-frame truck and off-road SUV from a major automaker is great news for our corner of the world. More capable rigs on the trail means more builds begging for lighting, recovery gear, and the upgrades we live for — and a factory 37-inch setup on an accessory-friendly body is practically an invitation to build.
And as always, we're already on it. Even though the Boulder shows up with a factory roof-mounted light bar, a blank-canvas rig like this is built to be taken further — so M&R Automotive is already brainstorming bolt-on, no-drilling light kits for this vehicle. The plan focuses on the spots that matter for serious off-road: a roof light bar, lighting in front of the grille, A-pillar ditch lights, and a rear reverse light — all no-drill, direct-fit, with the wiring and switch gear to run them cleanly.
And like every M&R kit, it'll be a true DIY install. As always, it comes with a step-by-step video guide — a no-drilling build you can tackle yourself in the garage over a weekend, no shop and no special tools required. When the production Boulder lands, we intend to be ready for it.
Whether you're running a Bronco today or eyeing a Boulder for 2030, the concept makes one thing obvious: the lighting is part of the build, not an afterthought.
Frequently Asked Questions
Is the Hyundai Boulder going into production? The Boulder itself is a concept, but it previews Hyundai's first body-on-frame midsize pickup, targeted for production around 2029–2030.
What is a body-on-frame SUV, and why does it matter? Body-on-frame means the body bolts onto a separate steel ladder frame — the rugged setup used by trucks and serious off-roaders like the Tacoma and Land Cruiser — rather than the car-based unibody most crossovers use. It's tougher for towing, trail abuse, and heavy modification.
What tires does the Hyundai Boulder concept run? 37-inch mud-terrain tires (37x12.50R18 LT) on 18-inch wheels, with a full-size spare mounted to the tailgate.
What bolt-on lights is M&R planning for the Boulder? M&R Automotive is brainstorming bolt-on, no-drilling, direct-fit light kits for serious off-road: a roof light bar, lighting in front of the grille, A-pillar ditch lights, and a rear reverse light, plus the wiring and switch gear to run them — all backed by a step-by-step DIY video guide you can follow in your own garage.
Does the Hyundai Boulder have a light bar? Yes — a full-width roof-mounted light bar, a design cue carried over from Hyundai's earlier Crater off-road concept.
What will the production Boulder compete with? A production off-road Hyundai would line up against the Ford Bronco, Jeep Wrangler, and Toyota 4Runner.