Hyundai is targeting the Ford Bronco and Jeep Wrangler with a brand new body-on-frame, off-road SUV. Hyundai’s debut showcased significant suspension travel, off-road tires (the prototype seems to sport 37-inch mud-terrain tires) and various features, including a dual-hinge tailgate, “safari” windows, and much more.
“For consumers in North America, we are thinking big,” stated Hyundai executive vice president SangYup Lee.
The concept vehicle features a solid rear axle and independent front suspension; the 37-inch M/Ts are mounted on 18-inch wheels. The Boulder is anticipated to share a platform with Hyundai’s new body-on-frame midsize truck that will be manufactured and sold in the USA.
You can check out some live images from the NY Auto Show reveal that Joel Feder obtained from the event here:
“The off-road design emphasis of the Boulder Concept not only projects a commanding presence; it also boosts its off-road terrain credentials, allowing for steep approach, departure, and breakover angles for remarkable agility off the road,” the company’s announcement stated. “When encountering a sometimes-impassable creek, a generous fording depth ensures safe and secure movement.”
“America is our home,” declared Hyundai President and Chief Executive Officer José Muñoz to the gathered audience.
“The Boulder Concept illustrates Hyundai’s intention to provide American consumers with more of what they desire,” said Muñoz.
“Body-on-frame vehicles are crucial to American work and adventure, and we plan to enter the midsize pickup market with everything at our disposal,” he added. “The body-on-frame truck is part of 36 new Hyundai vehicles expected in North America by 2030. We are venturing into segments where we have not previously competed, and we are doing it correctly: designed in America, constructed by Americans for American consumers.”
These 36 new or majorly refreshed vehicles will also be accompanied by 22 from the luxury brand Genesis.
Muñoz also highlighted the company’s plans to develop a new workforce of humanoid Atlas robots to assist human labor within its Georgia assembly plant.
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**Hyundai Reveals Boulder SUV Concept with Body-on-Frame, Targeting the Bronco and Wrangler**
Hyundai has stirred excitement in the automotive sector with the unveiling of its Boulder SUV concept, aimed squarely at challenging renowned off-road vehicles like the Ford Bronco and Jeep Wrangler. This bold initiative represents Hyundai’s foray into the body-on-frame SUV domain, a segment traditionally ruled by American automakers.
**Design and Features**
The Boulder prototype features a rugged and assertive design, highlighting high ground clearance, a wide stance, and sturdy body lines that accentuate its off-road prowess. The front end boasts a prominent grille and sleek LED headlamps, giving it a contemporary yet robust look. The body-on-frame structure is designed to enhance longevity and performance on rough landscapes, making it a viable option for adventure lovers.
Inside, the Boulder comes with a spacious cabin that merges practicality with comfort. The interior uses durable materials crafted to endure the demands of outdoor pursuits, alongside modern technology like a sophisticated infotainment system, connectivity choices, and driver-assistance functionalities. The design also prioritizes versatility, featuring ample cargo space and customizable seating layouts.
**Performance and Capability**
Beneath the hood, the Boulder is likely to provide a selection of powerful engine options, including turbocharged four-cylinder and V6 choices, delivering a mix of power and efficiency. The SUV is expected to incorporate advanced four-wheel-drive systems, locking differentials, and off-road driving configurations to improve traction and stability on difficult surfaces.
Hyundai has also indicated the potential addition of innovative technologies such as terrain management systems and superior suspension configurations to boost ride comfort and handling in off-road scenarios. These attributes aim to position the Boulder as a formidable rival to the Bronco and Wrangler, both celebrated for their off-road capabilities.
**Market Positioning and Strategy**
Hyundai’s entry into the body-on-frame SUV arena is a strategic move to widen its product range and attract a burgeoning group of consumers in search of adventure-capable vehicles. With the increasing popularity of off-road SUVs, the Boulder seeks to draw in both traditional off-road fans and new customers desiring a stylish yet practical vehicle.
The Boulder concept is set to be featured at major auto exhibitions, generating excitement and responses from prospective buyers. Hyundai’s marketing strategy is likely to emphasize the vehicle’s rugged capabilities, contemporary features, and competitive pricing, positioning it as a strong alternative to established competitors in the market.
**Conclusion**
The introduction of the Boulder SUV concept underscores Hyundai’s dedication to broadening its footprint in the competitive off-road landscape. With its body-on-frame design, rugged aesthetics, and advanced features, the Boulder is prepared to take on the Ford Bronco and Jeep Wrangler, appealing to a wide array of consumers seeking adventure and functionality in their vehicles. As Hyundai progresses in transforming this concept into a production model, it will be fascinating to observe how it influences the future of off-road SUVs.