Hyundai Unveils Body-on-Frame Platform for First Time, Boulder Concept Previews New Pickup by 2030

Hyundai has unveiled its first-ever body-on-frame platform, debuting in the form of the Boulder concept vehicle. This boxy, American-inspired SUV features the brand’s “Art of Steel” design language and emphasizes off-road capability with 37-inch mud-terrain tires, a full-size externally mounted spare tire, a bi-parting tailgate, and a drop-down rear window. Inside, the traditional instrument cluster is replaced by a panoramic head-up display, complemented by four small screens with physical buttons—blending retro and futuristic styling cues. The new platform will underpin an upcoming midsize pickup truck launching before 2030, as well as a potential rugged SUV, and is expected to support gasoline, hybrid, and fully electric powertrains. This move marks Hyundai’s official entry into the traditional pickup truck segment, positioning it to compete directly with models like the Toyota Tacoma.