Hyundai Motor unveils pickup concept at New York auto show | Yonhap News Agency

## Summary
OK SEOUL, April 2 (Yonhap) -- Hyundai Motor Co. said Thursday it has unveiled a new pickup truck concept at this year's New York International Auto Show, signaling its ambition to expand its presence in the U.S. pickup market. Hyundai plans to launch a body-on-frame pickup model in the United States by 2030, aiming to expand its presence in one of the world's most competitive automotive markets. "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," said Jose Munoz, president and chief executive officer (CEO) of Hyundai Motor. "The truck is one of 36 new Hyundai vehicles coming to North America by 2030." The concept reflects Hyundai's "Art of Steel" design philosophy, which the company said translates the material's strength and flexibility into a sculptural yet functional form. This photo provided by Hyundai Motor Co. on April 2, 2026, shows the Boulder Concept model. (PHOTO NOT FOR SALE) (Yonhap) kyongae.choi@yna.co.kr (END) Related Articles Hyundai, Kia report record U.S. sales in Q1 despite decline in March Hyundai Motor's March sales dip 2.3 pct as geopolitics affect global sales Kia's March sales gain 2.7 pct on increased demand Keywords #Hyundai-pickup Articles with issue keywords Most Liked Oscar-winning 'KPop Demon Hunters' directors promise 'bigger,' more 'eventful' sequel (2nd LD) Han Kang's 'We Do Not Part' wins NBCC Award for haunting portrayal of trauma (News Focus) Han Kang's NBCC win again spotlights art of translation Paik Kun-woo, at 80, says 'Music chose me' (Movie Review) 'Salmokji: Whispering Water': mood runs deeper than plot Most Saved Oscar-winning 'KPop Demon Hunters' directors promise 'bigger,' more 'eventful' sequel (News Focus) Han Kang's NBCC win again spotlights art of translation (2nd LD) Han Kang's 'We Do Not Part' wins NBCC Award for haunting portrayal of trauma Paik Kun-woo, at 80, says 'Music chose me' (Movie Review) 'Salmokji: Whispering Water': mood runs deeper than plot Most Viewed All Categories (3rd LD) Lee, Prabowo agree to elevate bilateral ties, expand defense industry cooperation (LEAD) Trump says S. Korea prev Hyundai Motor unveils pickup concept at New York auto show Next Hyundai Motor unveils pickup concept at New York auto show

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SEOUL, April 2 (Yonhap) -- Hyundai Motor Co. said Thursday it has unveiled a new pickup truck concept at this year's New York International Auto Show, signaling its ambition to expand its presence in the U.S. pickup market.
The model, named Boulder Concept, outlines the South Korean automaker's design direction for a next-generation midsize pickup truck, particularly targeting U.S. consumers, the company said in a press release.
Hyundai plans to launch a body-on-frame pickup model in the United States by 2030, aiming to expand its presence in one of the world's most competitive automotive markets.
"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," said Jose Munoz, president and chief executive officer (CEO) of Hyundai Motor. "The truck is one of 36 new Hyundai vehicles coming to North America by 2030."
The concept reflects Hyundai's "Art of Steel" design philosophy, which the company said translates the material's strength and flexibility into a sculptural yet functional form.
Hyundai said it is in the early stages of developing a dedicated body-on-frame platform, describing the midsize pickup segment as a "significant growth opportunity" in the U.S. market.
Hyundai currently sells the Santa Cruz pickup in the U.S., with average annual sales of around 30,000 units over the past three years through 2025. Its affiliate, Kia Corp., sells the Tasman pickup in both the domestic market and overseas markets, including Australia, Africa and the Middle East.
This photo provided by Hyundai Motor Co. on April 2, 2026, shows the Boulder Concept model. (PHOTO NOT FOR SALE) (Yonhap)
kyongae.choi@yna.co.kr
(END)
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## Expert Analysis

### Merits
- Hyundai said it is in the early stages of developing a dedicated body-on-frame platform, describing the midsize pickup segment as a "significant growth opportunity" in the U.S. market.

### Areas for Consideration
- This photo provided by Hyundai Motor Co. on April 2, 2026, shows the Boulder Concept model. (PHOTO NOT FOR SALE) (Yonhap) kyongae.choi@yna.co.kr (END) Related Articles Hyundai, Kia report record U.S. sales in Q1 despite decline in March Hyundai Motor's March sales dip 2.3 pct as geopolitics affect global sales Kia's March sales gain 2.7 pct on increased demand Keywords #Hyundai-pickup Articles with issue keywords Most Liked Oscar-winning 'KPop Demon Hunters' directors promise 'bigger,' more 'eventful' sequel (2nd LD) Han Kang's 'We Do Not Part' wins NBCC Award for haunting portrayal of trauma (News Focus) Han Kang's NBCC win again spotlights art of translation Paik Kun-woo, at 80, says 'Music chose me' (Movie Review) 'Salmokji: Whispering Water': mood runs deeper than plot Most Saved Oscar-winning 'KPop Demon Hunters' directors promise 'bigger,' more 'eventful' sequel (News Focus) Han Kang's NBCC win again spotlights art of translation (2nd LD) Han Kang's 'We Do Not Part' wins NBCC Award for haunting portrayal of trauma Paik Kun-woo, at 80, says 'Music chose me' (Movie Review) 'Salmokji: Whispering Water': mood runs deeper than plot Most Viewed All Categories (3rd LD) Lee, Prabowo agree to elevate bilateral ties, expand defense industry cooperation (LEAD) Trump says S.

### Implications
- This photo provided by Hyundai Motor Co. on April 2, 2026, shows the Boulder Concept model. (PHOTO NOT FOR SALE) (Yonhap) kyongae.choi@yna.co.kr (END) Related Articles Hyundai, Kia report record U.S. sales in Q1 despite decline in March Hyundai Motor's March sales dip 2.3 pct as geopolitics affect global sales Kia's March sales gain 2.7 pct on increased demand Keywords #Hyundai-pickup Articles with issue keywords Most Liked Oscar-winning 'KPop Demon Hunters' directors promise 'bigger,' more 'eventful' sequel (2nd LD) Han Kang's 'We Do Not Part' wins NBCC Award for haunting portrayal of trauma (News Focus) Han Kang's NBCC win again spotlights art of translation Paik Kun-woo, at 80, says 'Music chose me' (Movie Review) 'Salmokji: Whispering Water': mood runs deeper than plot Most Saved Oscar-winning 'KPop Demon Hunters' directors promise 'bigger,' more 'eventful' sequel (News Focus) Han Kang's NBCC win again spotlights art of translation (2nd LD) Han Kang's 'We Do Not Part' wins NBCC Award for haunting portrayal of trauma Paik Kun-woo, at 80, says 'Music chose me' (Movie Review) 'Salmokji: Whispering Water': mood runs deeper than plot Most Viewed All Categories (3rd LD) Lee, Prabowo agree to elevate bilateral ties, expand defense industry cooperation (LEAD) Trump says S.

### Expert Commentary
This article covers hyundai, pickup, motor topics. Notable strengths include discussion of hyundai. Areas of concern are also raised. Readability: Flesch-Kincaid grade 0.0. Word count: 559.