The Boulder SUV Concept is a preview of Hyundai’s first body-on-frame vehicle set to launch in the US. Here’s our first look at the rugged off-roader.

It’s real! Well, sort of. We had a feeling it was an off-road vehicle after Hyundai said earlier this week that “something big” would make its world debut on April 1.

The Boulder Concept is an “SUV-shaped design preview” of Hyundai’s first body-on-frame vehicle in the US, a midsize pickup truck due out in 2030.

Hyundai unveiled the rugged off-roader at the New York Auto Show on Wednesday, confirming future body-on-frame vehicles will be “designed in America, developed for America, and built in America using Hyundai US steel.”

The SUV’s bold design was led by the Southern California-based team at Hyundai Design North America with a specific focus on “catering to off-road enthusiasts” and attracting new buyers.

“The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want,” Hyundai Motor Company president and CEO, José Muñoz, said during the event.

He added, “Body-on-frame vehicles are the backbone of American work and adventure, and we intend to compete in the midsize pickup segment with everything we have.”

The new Boulder SUV Concept is “a four-wheeled love letter to the dynamic, off-road way of life,” according to SangYup Lee, Head of Hyundai and Genesis Global Design Center.

The SUV features the same aggressive “Art of Steel” design theme as the IONIQ 3, which Hyundai said is based on advanced steel technology.

With an upright, commanding stance, Hyundai’s concept looks a bit like a souped-up Ford Bronco Badlands model. Thanks to oversized 37″ tires, the Boulder Concept delivers “generous ground clearance,” but didn’t reveal specifics.

Other off-road modifications include safari-style fixed upper windows, coach-style doors, added tow hooks, and a low-profile roof rack.

The rear window drops down to fit extra-long objects, like a canoe, or to enable “invigorating flow-through ventilation,” Hyundai said.

Inside, the Boulder SUV features a setup similar to the Crater Concept from last year’s LA Auto Show, with grab bars, physical knobs and buttons, and an overall futuristic feel.

While the SUV concept remains a design study, Hyundai said, “its body-on-frame construction, bold proportions, functional priorities, and target audience all blaze a formidable trail for Hyundai’s forthcoming production midsize pickup.”

While powertrain details will be revealed closer to launch, the midsize pickup, due out in 2030, will ride on a new platform that’s expected to offer purely electric, plug-in hybrid, and extended-range electric vehicle options.

What do you think of the off-road SUV? Should Hyundai bring it to life? Drop us a comment below and let us know your thoughts.