Hyundai is embarking on a significant expansion of its product portfolio by confirming the development of a body-on-frame midsize pickup truck, expected to arrive by 2030. This strategic move aims to diversify Hyundai's offerings, which already include a successful luxury arm (Genesis), award-winning electric vehicles, and lauded enthusiast cars through its N performance division. The automaker is now setting its sights on the rugged vehicle segment, intending to challenge established competitors in this market.

At the 2026 New York International Auto Show, Hyundai provided a glimpse into its future vision with the unveiling of the 'Boulder' concept vehicle. This body-on-frame SUV, noted for its Ford Bronco-like aesthetics, serves as the initial design study for the new rugged line. Despite the concept being an SUV, Hyundai has explicitly stated that the first production vehicle to emerge from this new body-on-frame platform will be the midsize pickup truck, a confirmation that aligns with previous disclosures made during a company investor day.

This new direction will also significantly impact Hyundai's existing truck lineup in the United States. The unibody constructed Santa Cruz compact pickup, which is currently the automaker's sole truck offering in the U.S. market, is anticipated to be discontinued after the current year to make room for the forthcoming body-on-frame model.

Furthermore, this venture marks a pivotal moment for Hyundai's rugged XRT subbrand. Hyundai's design boss, SangYup Lee, emphasized the company's serious commitment to XRT, stating that the Boulder concept represents the beginning of a 'new chapter' for the subbrand. The integration of body-on-frame architecture is expected to elevate XRT, allowing for more robust capability and a greater variety of XRT trims in the future. Lee highlighted that the body-on-frame approach provides a 'strong opportunity to have XRT to the next level'.

Hyundai's motivation stems from its desire to enhance its presence in the highly popular off-roading segment. Lee acknowledged that the company is