What the Hyundai Boulder Needs to Take the Fight to the Jeep Wrangler and Ford Bronco

Although a concept for now, the Hyundai Boulder shows that the South Korean brand is thinking seriously about the U.S. off-road market. Hyundai could have easily shown a pickup to go up against the Ford Ranger, but instead it chose an SUV. This squarely aims Hyundai’s sights at the Jeep Wrangler and Ford Bronco, the icons of American off-roading. From the looks of the ideas on display with the concept, it’s on the right track, but what does Hyundai really need to do to make the Boulder competitive once it goes into production?

It’s not a matter of if but when. With the Boulder concept revealed at the 2026 New York International Auto Show, we have little doubt Hyundai will turn this into a production model. But there are some things we think it needs to do for this body-on-frame SUV to not just survive but thrive against the Wrangler and Bronco. Although those vehicles have history on their side, that can also be a curse, as fans expect certain things to always remain as part of their heritage. That could be an advantage for Hyundai, but the Boulder will need more than just fresh thinking.

The Base Model

When it comes to the version most buyers will choose, the base Boulder needs to be mechanically simple while maintaining its rugged design. Here, the idea of a naturally aspirated V-6 or turbocharged I-4 backed by a manual transmission should be the entry point. Although the idea of having 37-inch tires from the start is a welcome one, a set of 35-inch tires would be a good starting size for the entry-level trim. It should also offer a set of differential lockers that the driver can engage. And they should be true mechanical lockers, not the ABS-based systems some OEMs use. The ABS should be tuned to work with them but should not be a replacement for lockers on an off-road-focused vehicle.

It Needs a Transfer Case

The Hyundai Boulder should also come as a 4WD SUV with a true transfer case rather than an AWD setup. It should have a shifter for the transfer case right beside the transmission shifter, rather than buttons or knobs. This could be more for mechanical feel than functionality, but having both the transmission and transfer case as mechanically operated systems is a good idea. This would better connect with the off-road-focused owners Hyundai aims for as these mechanical components give them the feeling of being in full control of the Boulder as it climbs over rocks and other trail debris.

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Bumper Modularity

The concept gives off the idea that the bumpers fit this description, but the front and rear ones should definitely offer modularity in production form. You should be able to take off the wings and add flat caps for increased front and rear rock clearance. The front bumper should also be easily adapted to mount a winch behind it and offer a way to install or integrate a fairlead for the line. It should also offer an easy way to connect a wired controller for external use as well as operate it from inside the vehicle.

Removable Doors, at a Minimum

Although the Safari windows are a great feature, Hyundai should rethink the idea to allow for all four doors and roof to be removed on the Boulder. Most SUV off-roader enthusiasts prefer the removable roof and door option, as it not only gives them a true open-air experience but also allows drivers to more easily spot the trail ahead without articulating themselves out of a restrictive door window. The safari windows wouldn’t need to be designed out, as you could make them work with both a soft and hard top. And as both the Bronco and the Wrangler prove, roof rails can still work with a convertible top. If the removable roof is a no-go for some reason, then the ability to remove the windows and doors should be an alternative.

The Sideview Mirrors Need a Rethink

The one thing removable doors might require is changing where the outside mirrors get installed. While the Wrangler still mounts its mirrors on the doors, Ford made the right decision to mount the Bronco’s as part of the cowl. The Boulder’s sideview mirrors could be mounted to a hardpoint on the A-pillar, or it could just blatantly copy the Bronco on this one. Another option is to make the mirrors easily removable and remount them to the front door-hinge area. This would also require connectors that are easy to disconnect, but again the Wrangler and Bronco have this figured out already. As far as front speakers are concerned, these could be mounted to the large side spaces on the dashboard or integrated into the roll cage or roof. Same idea for the rear speakers, too.

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Removable Fenders

Having the fenders easily removable is something beyond just adapting a new set for bigger tires or additional clearance for more articulation. Being able to easily replace or remove them due to trail damage is a huge benefit. But being able to install a set of bigger fenders is a welcome idea, too.

Optional Beadlock-Capable Wheels Are a Must

Wheels easily make or break the look of an off-roading SUV. The Boulder concept’s wheels look awesome, but Hyundai should also be thinking about a set of beadlock-capable wheels as a factory option. This would allow serious off-roaders the ability to air down well below street tire pressures for maximum grip and tire flexibility without the immediate risk of de-beading the tire from the wheel. The company should also offer a bolt pattern that is more common across the segment rather than a potential Hyundai-only pattern. Something like a 6 x 5.5 (or 6 x 139.7 for the metric among you).

Embrace the Aftermarket

Of course, the one huge thing Hyundai could do with the Boulder is to embrace the aftermarket. This means more than just working with a few select vendors for lights, winches, rock rails, air compressors, and bumpers; it also needs to offer easy adaptability for those components no matter what manufacturer the owner decides to use. This includes standard mounting positions, bolt and nut sizes, and electrical connectors that are all pre-installed in typical mounting locations. The data on these mounts and connectors should be easily accessible for owners and aftermarket manufacturers alike. These electrical connections should also have physical switches pre-installed or places where aftermarket switch panels can easily be installed as an alternative.

A Promising Start

From everything we’ve seen so far, the Hyundai Boulder concept represents a promising start in its journey into the midsize off-road SUV market. It offers some unique ideas while appearing to take this segment seriously. We hope much of the concept does become reality. But we also hope it will take the lessons the Wrangler and Bronco have already taught the world and apply them to the production version of the Boulder.