[Courtesy of News1] Hyundai Motor Company unveiled its new off-road concept vehicle, the Boulder, at the 2026 New York International Auto Show held at the Jacob K. Javits Convention Center on April 1. The Boulder’s name is inspired by the city in Colorado, a mecca for outdoor enthusiasts. With its body-on-frame structure, bold and rugged design, and function-focused engineering, the Boulder showcases Hyundai Motor Company’s design direction for its future mid-size pickup truck. José Muñoz, President and CEO of Hyundai Motor Company North America, stated that the Boulder demonstrates how the company intends to meet the preferences of U.S. customers, adding that body-on-frame vehicles are an essential part of U.S. culture and that the company is committed to fully competing in the mid-size pickup truck market. Body-on-frame construction refers to a separate body and frame structure, where the body is mounted on top of the frame. This design excels in absorbing impacts and handling loads, making it ideal for rough terrain and off-road driving. Hyundai Motor Company also highlighted its 40-year history in the U.S. market, starting with the introduction of the Excel in 1986. The company plans to expand its global lineup to 18 eco-friendly models by 2030 and introduce extended-range electric vehicles (EREVs) next year.
[Courtesy of News1] The Boulder concept embodies the freedom to pursue extreme adventures through various design elements. It’s developed to meet the needs of diverse customers, from everyday drivers to off-road enthusiasts. Sang Yup Lee, Executive Vice President and Head of Hyundai Global Design Center, described the Boulder as a four-wheeled love letter to customers who have long desired a dynamic off-road lifestyle. The Boulder was born out of Hyundai Motor Company’s U.S. Design Center, based on the Art of Steel exterior design language that emphasizes the strength and beauty of steel. The vehicle’s silhouette commands presence with its wide windows and boxy design, finished with a titanium-inspired texture for depth and luster. Designed for various off-road conditions, the Boulder can tackle slopes, rough terrain, valleys, and water crossings. It features a real-time off-road guidance system, offering a digital spotter for off-road adventures. The concept is equipped with 37-inch mud-terrain tires, enhancing both its design and off-road capabilities.
[Courtesy of News1] At the New York Auto Show, Hyundai Motor Company also celebrated the 28th anniversary of its Hyundai Hope On Wheels campaign, which fights childhood cancer. This corporate social responsibility initiative supports childhood cancer research and treatment in the U.S. Since establishing the Hope On Wheels Foundation with U.S. dealers in 1998, Hyundai Motor Company has supported hospitals and research institutions focused on pediatric cancer. To date, total donations have surpassed $300 million. The campaign expanded to Canada and Mexico last year and will extend to Europe and India this year. Hyundai Motor Company also highlighted its FIFA partnership and plans for the 2026 FIFA World Cup™ in North America. The automaker will provide its largest-ever fleet for a World Cup, with over 1,000 passenger cars and 500 buses. Boston Dynamics’ robots, Spot and Atlas, will make appearances in various roles at the event. The company unveiled a campaign teaser video featuring soccer star Son Heung-min, who will serve as Hyundai Motor Company’s brand ambassador during the World Cup. At the New York Auto Show, running until April 13, Hyundai Motor Company has set up a 47,500-square-foot exhibition space showcasing 29 vehicles.
[Courtesy of News1]