Hyundai is looking to rock the vehicle segment where the Jeep Wrangler and the Ford Bronco dominate.

The Korean manufacturer has revealed the Hyundai Boulder Concept at the 2026 New York International Auto Show, previewing the brand’s intentions to build a midsize body-on-frame 4x4 SUV and pickup truck that’s capable of serious off-roading, towing, and hauling.

Think of it as the Korean version of the FJ, or the Bronco with the Sasquatch package – that’s what the Boulder Concept is all about. It has 37-inch mud terrain tires on 18-inch wheels, a boxy design, and wide fenders that make up its muscular and rugged appearance.

Other things on the exterior include coach-style doors like the FJ Cruiser, a power drop-down tailgate window, and a double-hinged rear tailgate.

Inside, Hyundai also put in sturdy grab handles, fold-out tray tables, and chose physical knobs and buttons for the frequently used switchgears.

For now, Hyundai has yet to announce the Boulder Concept’s powertrain, but says the production version will be designed, developed, and built in America. It will also be the basis for a production midsize pickup truck that will roll out by around 2030.

“Our body-on-frame Boulder Concept SUV is a four-wheeled love letter to the dynamic, off-road way of life that many customers have been asking us for in our future-focused research,” said SangYup Lee, Executive vice president, Head of Hyundai and Genesis Global Design Center, Hyundai Motor Company. “We are confident that something like this ultra-capable Hyundai SUV concept could more than fulfill the needs of this exclusive group of adventure seekers.”