Hyundai pulled the wraps off the Boulder concept at the New York Auto Show today, but the bigger story sits beneath the surface. As SangYup Lee, head of Hyundai and Genesis global design, explained, this isn’t just a concept. It’s a “confident declaration” of where the company is heading with its upcoming US-built body-on-frame pickup truck, one that could, and likely will, spin off into an SUV like the Boulder.
The single teaser, which Hyundai actually first showed last year, depicts a dual-cab truck hidden beneath a veil. Even so, the basics are clear: an upright nose, a boxy silhouette, and oversized wheels that hint at something genuinely rugged. As for the finer details, the “Art of Steel” styling language seen on the Boulder SUV offers a strong preview of what’s coming.
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