QOTD: Should Hyundai Build The Boulder -- And Will It?
The Hyundai Boulder concept was a highlight, if not the highlight, of the 2026 New York Auto Show.
Although the Boulder shown was an SUV, Hyundai says it previews a body-on-frame pickup truck slated for a 2030 debut. Should Hyundai build a body-on-frame truck? Can it compete with Toyota, GM, Ford, and Ram? Will it be able to get the truck to market by the target date?
What about the Boulder Concept SUV? Should Hyundai build something like that, perhaps to take on the Ford Bronco and Jeep Wrangler?
You know what to do. Go ahead and sound off below.
[Image © 2026 Tim Healey/TTAC.com]
Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.
Tim Healey grew up around the auto-parts business and has always had a love for cars — his parents joke his first word was “‘Vette”. Despite this, he wanted to pursue a career in sports writing but he ended up falling semi-accidentally into the automotive-journalism industry, first at Consumer Guide Automotive and later at Web2Carz.com. He also worked as an industry analyst at Mintel Group and freelanced for About.com, CarFax, Vehix.com, High Gear Media, Torque News, FutureCar.com, Cars.com, among others, and of course Vertical Scope sites such as AutoGuide.com, Off-Road.com, and HybridCars.com. He’s an urbanite and as such, doesn’t need a daily driver, but if he had one, it would be compact, sporty, and have a manual transmission.
More by Tim Healey
Comments
Join the conversation
This again?
Hyundai will either do a production version of the Boulder or a different design for a BoF SUV.
Since they are doing a proper pickup, they aren't going to not take advantage of the economies of scale to do a companion BoF SUV, especially as it would be for world markets like Australia, South Africa, the Middle East, etc.