New york: Hyundai Motor Co. has introduced its latest pickup truck concept, the Boulder Concept, at the New York International Auto Show, marking its intent to solidify its foothold in the U.S. pickup market.

According to Yonhap News Agency, Hyundai's new concept illustrates the South Korean automaker's design strategy for a future midsize pickup truck, specifically aiming at U.S. consumers. The company announced its plan to launch a body-on-frame pickup model in the U.S. by 2030, a move to strengthen its position in the highly competitive automotive industry.

Jose Munoz, president and CEO of Hyundai Motor, emphasized the significance of body-on-frame vehicles in the American market, stating, "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 Boulder Concept is part of Hyundai's broader plan to introduce 36 new vehicles to North America by 2030.

The design of the Boulder Concept is based on Hyundai's "Art of Steel" philosophy, which, as the company explained, combines the material's robustness and adaptability into a form that is both sculptural and functional. Hyundai is currently in the preliminary phase of creating a dedicated body-on-frame platform, identifying the midsize pickup segment as a substantial growth opportunity in the U.S. market.

Hyundai's current U.S. lineup includes the Santa Cruz pickup, which has achieved average annual sales of approximately 30,000 units over the past three years through 2025. Additionally, Kia Corp., Hyundai's affiliate, markets the Tasman pickup in its domestic market and internationally, including regions such as Australia, Africa, and the Middle East.