rmc523 Posted April 1 Share Posted April 1 The Boulder Is Hyundai’s Answer To The Ford Bronco, And A New Pickup Is Behind It | Carscoops The Korean automaker revealed the tough-looking Boulder at this week’s New York Auto Show, a rugged SUV concept that teases the brand’s first-ever body-on-frame utility. Hyundai says the look is inspired by its Art of Steel philosophy, which translates to bold surfaces and strong shapes. But it’s hard not to see a mishmash of other off-road heroes like the Ford Bronco, Jeep Wrangler, and Land Rover Defender in there. Under the skin is a ladder chassis from the production Hyundai pickup coming by 2030. The bigger story is what this means for Hyundai’s future. The company is going all in on a truck built specifically for the American market. That means designing, engineering, and building them in the US using locally sourced steel, rather than adapting something from elsewhere. Even leaving tariffs aside, that kind of thing matters when you’re trying to steal patriotic American drivers away from domestic brands. “Body-on-frame vehicles are the backbone of American work and adventure, and we intend to compete in the midsize pickup segment with everything we have,” CEO José Muñoz said. “We’re not taking this lightly.” It reminds me of the '04 Bronco concept. 2 Quote Link to comment Share on other sites More sharing options...
Sherminator98 Posted April 1 Share Posted April 1 29 minutes ago, rmc523 said: It reminds me of the '04 Bronco concept. I was going to say it reminds me of a Bronco Concept before the 6th Gen came out 2 Quote Link to comment Share on other sites More sharing options...
DeluxeStang Posted April 1 Share Posted April 1 I'm mixed on it. I like how they hade the body side some flair so it's not just a flat box shape. Some of the futuristic styling features look nice. But it's not super cohesive. Quote Link to comment Share on other sites More sharing options...
tbone Posted April 1 Share Posted April 1 So a Bronco Raptor knockoff. That isn’t being creative at all. Quote Link to comment Share on other sites More sharing options...
T-dubz Posted April 1 Share Posted April 1 (edited) I like it. I think a bronco with a fixed roof and alpine windows like this would look pretty cool. I also like the widebody look with the fenders. The full windshield heads up display is an interesting idea. I’m still trying to figure out how the rear doors open though 😆 Edited April 1 by T-dubz Quote Link to comment Share on other sites More sharing options...
rmc523 Posted April 1 Author Share Posted April 1 1 hour ago, Sherminator98 said: I was going to say it reminds me of a Bronco Concept before the 6th Gen came out 31 minutes ago, DeluxeStang said: I'm mixed on it. I like how they hade the body side some flair so it's not just a flat box shape. Some of the futuristic styling features look nice. But it's not super cohesive. I don't mind it, but as you say at the end, there's something off about it - it seems like a mash up of design cues from existing off road vehicles. The front end is like a Bronco, the flares remind me of the Hummer H3. The Greenhouse in the rear reminds me of the FJ. The lower part of the rear reminds me of Defender. 2 Quote Link to comment Share on other sites More sharing options...
rmc523 Posted April 1 Author Share Posted April 1 11 minutes ago, T-dubz said: I like it. I think a bronco with a fixed roof and alpine windows like this would look pretty cool. I also like the widebody look with the fenders. The full windshield heads up display is an interesting idea. I’m still trying to figure out how the rear doors open though 😆 I can't find the photo now - I saw a photo of them open.....I'll keep digging. Quote Link to comment Share on other sites More sharing options...
DeluxeStang Posted April 1 Share Posted April 1 23 minutes ago, rmc523 said: I don't mind it, but as you say at the end, there's something off about it - it seems like a mash up of design cues from existing off road vehicles. The front end is like a Bronco, the flares remind me of the Hummer H3. The Greenhouse in the rear reminds me of the FJ. The lower part of the rear reminds me of Defender. I saw someone say that it looks like Hyundai had photos of all these off-roaders, and gave them to ChatGTP and told it to generate an AI design that combined elements from all of them. 1 Quote Link to comment Share on other sites More sharing options...
T-dubz Posted April 3 Share Posted April 3 Changing the grille to black helps. Quote Link to comment Share on other sites More sharing options...
blazerdude20 Posted April 4 Share Posted April 4 There is something off visually with the rear quarter panel/fender. It’s either over embellished (super wide) or the cabin is relatively narrow compared to Bronco/Wrangler. Quote Link to comment Share on other sites More sharing options...
twintornados Posted April 4 Share Posted April 4 Remember when Toyota and Nissan entered the truck wars? Everyone thought it was over for the big three... Toyota does dominate in midsize trucks with their perennial top seller Tacoma but Tundra, Titan and even Frontier are all sputtering along while Ford, GM and RAM own the truck market.....will it last? Maybe...but don't get your hopes up. Competition improves the breed for sure, but I don't see anything changing dramatically in the truck wars. Quote Link to comment Share on other sites More sharing options...
mackinaw Posted April 4 Share Posted April 4 23 minutes ago, twintornados said: Remember when Toyota and Nissan entered the truck wars? Everyone thought it was over for the big three... Toyota does dominate in midsize trucks with their perennial top seller Tacoma but Tundra, Titan and even Frontier are all sputtering along while Ford, GM and RAM own the truck market.....will it last? The Titan was discontinued in 2024. Quote Link to comment Share on other sites More sharing options...
twintornados Posted April 4 Share Posted April 4 6 minutes ago, mackinaw said: The Titan was discontinued in 2024. Yes....yes it was. Glad someone was paying attention. LOL Quote Link to comment Share on other sites More sharing options...
morgan20 Posted April 4 Share Posted April 4 (edited) 2 hours ago, twintornados said: Ford, GM and RAM own the truck market.....will it last? For HD/Super Duty trucks, those three brands will own the truck market for a long time. For light duty trucks, Ford and GM are fine. RAM, not so much. Toyota is eatin' RAM's breakfast in that part of the truck market, and if Hyundai succeeds with its truck built specifically for the American market, RAM's lunch and dinner will be eaten by rivals too. Edited April 4 by morgan20 Quote Link to comment Share on other sites More sharing options...
twintornados Posted April 4 Share Posted April 4 34 minutes ago, morgan20 said: For HD/Super Duty trucks, those three brands will own the truck market for a long time. For light duty trucks, Ford and GM are fine. RAM, not so much. Toyota is eatin' RAM's breakfast in that part of the truck market, and if Hyundai succeeds with its truck built specifically for the American market, RAM's lunch and dinner will be eaten by rivals too. Bu..bu..bu...but, Hemi? I said HEMI?!? Hemi will save us all in Dodg....Errr, RAM land. Quote Link to comment Share on other sites More sharing options...
rmc523 Posted April 6 Author Share Posted April 6 On 4/3/2026 at 11:55 PM, blazerdude20 said: There is something off visually with the rear quarter panel/fender. It’s either over embellished (super wide) or the cabin is relatively narrow compared to Bronco/Wrangler. Well, the very rear of the cab tapers and heavily curves, which is creating a pinched look. That's one of the reasons I mentioned above that the greenhouse reminded me of the FJ/FJ crusier Man, those FJs were hideous..... On 4/4/2026 at 11:44 AM, morgan20 said: For HD/Super Duty trucks, those three brands will own the truck market for a long time. For light duty trucks, Ford and GM are fine. RAM, not so much. Toyota is eatin' RAM's breakfast in that part of the truck market, and if Hyundai succeeds with its truck built specifically for the American market, RAM's lunch and dinner will be eaten by rivals too. I wonder if that data is still true? Here are Q1 results, but obviously that includes Ram's HD sales. I'd guess them bringing back the V8 for the Ram 1500 may have boosted those sales. Quote Link to comment Share on other sites More sharing options...
Recommended Posts
Join the conversation
You can post now and register later. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.