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Hyundai Unveils Boulder Concept SUV, Challenging Jeep Wrangler and Ford Bronco

KTSM••Nik Miles and Nicole Wakelin, TestMiles.com
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Hyundai has introduced the Boulder Concept SUV at the 2026 New York International Auto Show, representing a significant shift for the brand, which is typically associated with family-oriented vehicles. This body-on-frame SUV aims to compete directly with established off-road models like the Jeep Wrangler and Ford Bronco. The reveal included insights from Sang Yup Lee, Hyundai's Executive Vice President, highlighting the brand's commitment to expanding its rugged vehicle lineup. This development is crucial for Hyundai as it seeks to attract a new segment of adventurous drivers.

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People & Organizations

New YorkHyundaiSang Yup Lee

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