Hyundai Aims for the 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 its new body-on-frame off-road SUV. The unveiling revealed a vehicle promising significant suspension travel, off-road tires (the concept features 37-inch mud-terrain tires) and additional features, including a dual-hinge tailgate, "safari" windows, and much more.
“We have big dreams for the North American market,” stated Hyundai executive vice president SangYup Lee.
The concept vehicle boasts a solid rear axle and independent front suspension, with the 37-inch tires fitted on 18-inch wheels. The Boulder is anticipated to share its platform with Hyundai's forthcoming body-on-frame midsize truck manufactured and sold in the United States.
You can view some live photos from the NY Auto Show reveal captured by Joel Feder here:
“The off-road design emphasis of the Boulder Concept not only conveys a commanding presence but also improves its off-road capabilities, allowing for steep approach, departure, and breakover angles that provide excellent agility off-road,” the company's announcement indicated. “When faced with a creek, the vehicle’s ample fording depth keeps progress safe and secure.”
“America is our home,” Hyundai President and CEO José Muñoz told the audience.
“The Boulder Concept illustrates how Hyundai aims to provide American customers with more of what they seek,” Muñoz noted.
“Body-on-frame vehicles are essential for American work and adventure, and we plan to compete in the midsize pickup market with full force,” he added. “The body-on-frame truck is among 36 new Hyundai vehicles set to arrive in North America by 2030. We are venturing into segments we've never participated in before, and we’re doing it correctly: designed in America, built by Americans for American customers.”
These 36 new or significantly refreshed vehicles will be joined by 22 from the luxury subsidiary Genesis.
While Hyundai did not disclose many specifications, the concept includes remote-reservoir shocks and highly aggressive mud terrain tires. Joel Feder
Muñoz also mentioned the company's plans to establish a new fleet of humanoid Atlas robots to assist with human labor at its assembly facility in Georgia.
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Hyundai is set to launch a substantial number of body-on-frame vehicles for the North American market.