Hyundai Has A New Toyota Tacoma-Fighter On The Way

Hyundai has made it abundantly clear it wants to sell trucks here in America. First, the Hyundai Santa Cruz came along. The small truck was quirky, usable, and drove like a small SUV, but it couldn't hack it compared to the Ford Maverick. Consumers had a clear preference there, so Hyundai is trying again, one more rung up the ladder, with a new midsize pickup. The truck will ride on a new body-on-frame platform, which underpins the Ford Bronco lookalike you see here, which the brand calls the Boulder concept.

Randy Parker, President and CEO, Hyundai Motor North America, said: "Body-on-frame trucks play a central role in this market, and we see a clear opportunity to bring customers a new alternative that reflects how they work, explore, and live. The Boulder Concept SUV signals our approach to this segment and how we are thoughtfully developing our midsize pickup with the needs and expectations of U.S. customers at the core."

These needs are well-documented. The Boulder concept signals the brand's intentions to meet the demands of those looking for a more rugged, off-road-focused model (both in truck and SUV form). Buyers have reportedly told Hyundai they also want a vehicle from the automaker that's capable of doing the "serious" towing and hauling expected of a body-on-frame vehicle. The truck will be one of 36 new Hyundai models coming before the end of the decade.

As for the concept itself, Hyundai calls it a "four-wheeled love letter to the dynamic, off-road way of life" that its buyers have apparently been clamoring for. Evidently, there is not enough supply in the off-road segment to satiate buyers, even as Americans say they can't afford their cars. Unlike the upcoming truck, this is just a concept, a production version of which hasn't been confirmed. More likely, Hyundai will wait to see how its new truck does, as the two will probably be mechanically related.

The Boulder concept's design features are a sort of amalgamation of the segment's prevailing design inspirations. Toyota's 4Runner is known for its drop-down window, something the Boulder will also accommodate, and the design language is very clearly inspired by the retro-futuristic vibe Ford brought to the Bronco revival. The concept also features a similarly retro-futuristic interior and huge 37-inch mud tires.

Meanwhile, the platform itself is in the "early days" of development, and Hyundai was tight-lipped about potential powertrains. Given the current regulatory climate surrounding the automotive industry right now, we're expecting a gasoline-forward apprach, with potential hybrid models in the mix as well.