Hyundai has stepped into new territory with the unveiling of its Boulder Concept, a rugged off-road SUV revealed at the New York motor show that signals the brand’s ambitions in the hardcore 4WD segment.

While still a concept, the Boulder offers a preview of a potential production model that could eventually take on established off-roaders like the Toyota LandCruiser, Ford Bronco and Land Rover Defender. Hyundai has also confirmed plans for a body-on-frame ute using the same platform, with production targeted before the end of the decade.

The Boulder Concept represents a shift away from Hyundai’s typical SUV design language, adopting a more purpose-built off-road aesthetic. It features exaggerated wheel arches, a high-riding stance and large all-terrain tyres, suggesting serious off-road intent. However, it also introduces distinctive styling touches, including wraparound rear glass and unique roof glazing, giving it a more modern and experimental edge.

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In terms of capability, the concept pushes things further than most production vehicles. Its proportions and ground clearance hint at extreme off-road potential, comparable to heavily modified expedition vehicles. While a future showroom version would likely be toned down, Hyundai has indicated that much of the design direction will carry through.

Inside, the Boulder takes a minimalist, concept-driven approach. Instead of a traditional instrument cluster, a series of small digital displays sit centrally on the dashboard. Physical controls remain a key feature, particularly for off-road functions such as differential locks, low-range gearing and four-wheel drive settings – a sign Hyundai is targeting serious off-road use rather than just lifestyle appeal.

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Development of the platform is being led in the United States, where demand for rugged SUVs and utes continues to grow. Hyundai has confirmed the ute version will be built in the US by 2030, with the SUV expected to follow.

While there’s no confirmation yet for markets like Australia, the increasing popularity of dedicated off-road vehicles locally could make a production version a viable option.

The Boulder also points to broader ambitions within the Hyundai group, with its luxury arm Genesis potentially using similar underpinnings for a future off-road model of its own.