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Built for America: Hyundai Reveals Extreme Boulder Concept At 2026 New York Auto Show

By Khris Bharath –  April 01, 2026

Built for America: Hyundai Reveals Extreme Boulder Concept At 2026 New York Auto Show

Hyundai Motor America used the ongoing 2026 New York International Auto Show to deliver an unexpected reveal, pulling the cover off a concept that immediately shifts the brand’s trajectory in North America. Now in its 40th year in the United States, Hyundai, alongside Kia and Genesis, continues to build momentum across the region.Named after Boulder, Colorado, a gateway to the Rocky Mountains and a hub for outdoor exploration, the vehicle introduces a serious body-on-frame off-roader that previews a future midsize truck platform. Designed by Hyundai’s North American team in Irvine, California, the concept reflects a deep focus on U.S. market demands. From the outset, Boulder establishes a presence. Sitting on 37 by 12.5 R18 light-truck-rated mud-terrain tires wrapped around 18-inch wheels, the scale is immediately apparent. The stance is wide, the fenders are aggressively flared, and the proportions lean toward maximum capability. A Cybertruck-esque brushed metallic exterior finish reinforces its industrial character, while upright glass, safari-style roof windows, suicide doors, and a near-vertical windshield draw clear inspiration from established off-road benchmarks.Underneath, a solid rear axle, outboard-mounted shocks with remote reservoirs, and a flat underbody profile prioritize articulation and ground clearance. The front appears to utilize independent suspension, balancing on-road usability with off-road performance. Approach, breakover, and departure angles are notably extreme, aligning with top-tier competitors in the segment. <- Gallery ->Functional design details support real-world use. A dual-hinged rear gate allows access from either side, paired with a tailgate-mounted spare wheel. Roof rails and auxiliary lighting systems suggest full overlanding capability, while the accessory-ready platform encourages customization. Inside, Hyundai integrates configurable elements and digital off-road assistance, effectively placing a real-time spotter within the cabin. Boulder positions Hyundai against vehicles such as the Ford Bronco Raptor, Jeep Wrangler Rubicon 392, Land Rover Defender 110 Octa, and upcoming Scout models. While powertrain details remain undisclosed, a future electric variant could compete with the Rivian R1S. This bold concept aligns with Hyundai’s broader U.S. investment strategy, including over $20 billion committed to date and an additional $26 billion through 2028. View All Hyundais For Sale Images: Hyundai

Genesis Essentia

By Andrew Nabors –  March 29, 2018

Genesis Unveils Essentia Concept In New York

The New York Auto Show is the ideal spot to show off your ideas for the future. That's why Genesis took the cover off their Essentia concept last night. The press release says the new design philosophy is named "Athletic Elegance", and it blends power and precision through artistry.It also includes a quote from Genesis' Head of Design. We didn't realize they were recruiting the best minds in the automotive industry, but Luc Donckerwolke is their Vice President. His former job was head of design for Audi, Bentley, and Lamborghini, so he knows a thing or two about transforming emotions into automobiles.Genesis has shocked everyone in that the Essentia is battery powered. It is also mostly carbon fiber, which should offer a decent range. "The Genesis Essentia concept defines our vision for an electric Gran Turismo that integrates Athletic Elegance and Genesis DNA as defining parameters. A Gran Turismo typology highlights our ambition as a luxury car brand for the connoisseurs and it is the perfect base to project our DNA in the future.”2017 Genesis G80 ReviewThe gorgeous body is a one-piece carbon fiber monocoque, the first vehicle of this type to be built in South Korea. The interior is focused on the driver without the clutter of modern systems. Facial recognition is incorporated to preset many functions, and the instrument cluster is an 8" HD screen that only displays essential data while the car is moving.Details of the battery were withheld, but Genesis estimates a 0-60 time of only 3 seconds. The technology and style shown here. If this is a glimpse of Genesis' future, it certainly looks promising. Stay with us for Genesis updates and more coverage of the New York Auto Show.Browse Genesis G80 For Sale

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