At the 2026 New York International Auto Show, Hyundai just pulled the wraps off its boldest move yet: the Boulder Concept. This body-on-frame, off-road-ready SUV rocks 37-inch mud-terrain tires, aggressive approach angles, a full-size spare mounted on the tailgate, and a boxy, no-nonsense silhouette that screams “Jeep Wrangler and Ford Bronco, meet your new rival.” Designed and destined for American production using U.S. steel, the Boulder previews Hyundai’s first ladder-frame pickup arriving by 2030. It’s a clear shot across the bow of the rugged-SUV segment.

The timing feels deliberate. The off-road revival is in full swing, and classic-inspired machines are hot. Which brings us to Toyota. The FJ Cruiser, Toyota’s cult-favorite retro brute, disappeared from U.S. showrooms in 2014 after eight wildly popular years. Its round headlights, stubby proportions, and unstoppable trail cred left a loyal fan base begging for a sequel. Rumors of an FJ revival have swirled for years, fueled by spy shots, teaser sketches, and the success of Toyota’s own reborn Land Cruiser.

Now Hyundai has thrown down the gauntlet with a purpose-built American off-roader. Toyota’s product planners can’t be sleeping easy. The Boulder’s debut raises an obvious question: how long before Toyota counters with its own modern FJ?

Will we see concept sketches by summer? A surprise reveal at SEMA? Or will Toyota take its time, letting the Boulder build hype before dropping a fully realized FJ Cruiser that blends heritage styling with today’s tech and capability?

The ball is in Toyota’s court. The off-road crowd is watching.

So, Spies, what’s your prediction? How soon before Toyota reveals an FJ comeback to answer the Boulder? Six months? A year? Drop your guess in the comments—we’re dying to know!