Hyundai Aims at Bronco and Wrangler with Boulder SUV Concept Featuring a Body-on-Frame Design.
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Hyundai is targeting the Ford Bronco and Jeep Wrangler with a new body-on-frame, off-road SUV. The company's unveiling hinted at impressive suspension travel, off-road tires (the concept seems to be equipped with 37-inch mud-terrains), and other features, including a dual-hinge tailgate, “safari” windows, and more.
“For the North American market, we aim to dream big,” stated Hyundai's executive vice president, SangYup Lee.
The concept vehicle includes a solid rear axle and independent front suspension, with the 37-inch M/Ts fitted onto 18-inch wheels. The Boulder is expected to share its platform with Hyundai's upcoming body-on-frame midsize truck that will be manufactured and sold in the USA.
You can view some live photos from the NY Auto Show reveal captured by Joel Feder here:
“The Boulder Concept’s emphasis on off-road design not only provides a commanding presence; it also boosts its capabilities on rough terrain, allowing for aggressive approach, departure, and breakover angles for superior off-road performance,” the company announced. “With a significant fording depth, the Boulder can tackle the occasional creek safely and securely.”
“America is our home,” remarked Hyundai President and CEO José Muñoz to the audience.
“The Boulder Concept illustrates how Hyundai aims to cater to American consumers more effectively,” Muñoz noted.
“Body-on-frame vehicles are essential for American work and adventure, and we plan to compete in the midsize pickup area with all our resources,” he added. “The body-on-frame truck is among 36 new Hyundai vehicles expected in North America by 2030. We are entering markets we've never ventured into before, and we are doing it correctly: designed in America, built by Americans for American consumers.”
These 36 new or significantly updated vehicles will join 22 from luxury brand Genesis.
Hyundai did not provide many specific details, but the concept features remote-reservoir shocks and notably aggressive mud terrain tires. Joel Feder
Muñoz also highlighted the company's initiative to develop a fleet of humanoid Atlas robots to assist with labor at its Georgia assembly plant.
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