Hyundai’s ‘intimidating’ Ford Bronco rival shocks ...

HYUNDAI hoodwinked the entire auto industry with its unexpected concept vehicle reveal at the 2026 New York International Auto Show.

The U.S. Sun had the chance to be one of the first to get up close and personal with the vehicle at its reveal, leaving us stunned by how futuristic it is in its design and beyond.

The latest Hyundai concept vehicle is one breaking new ground for the brand in more ways than one Credit: Hyundai

The Boulder’s interior blends futuristic design choices with traditional aesthetics in a unique way Credit: Hyundai
Thanks to its teaser released just days before NYIAS 2026, nearly the entire auto industry was convinced the brand would reveal its highly anticipated body-on-frame pickup truck, myself included.

I was likewise stunned when the proverbial curtain lifted on the Boulder concept vehicle, a body-on-frame SUV that Hyundai executives at the event called a “declaration” of where the brand was headed.

While this rings true in many ways, arguably the most significant is it being an “SUV-shaped preview of that future pickup’s design and capability aspirations,” said Chris Paukert, senior group manager of product public relations for Hyundai, to The U.S. Sun.

“In addition, Boulder Concept is a look at another potential market direction that going body-on-frame makes possible,” continued Paukert.

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He also added that the Boulder’s representation of what the coming pickup will be reflects its devotion to the US market, with the pickup being “designed in the US, developed for the US, assembled in the US.”

This pickup will also be made with steel from its coming low-carbon Louisiana plant, part of a $26billion investment into the US by the company which is expected to generate 25,000 jobs.

The brand’s dedication to the US market in these efforts also include plans to introduce 58 total Hyundai and Genesis vehicles to the stateside market, all built at its existing Georgia plant.

While literally representative of Hyundai’s future in this capacity, the Boulder’s spotlighted virtual spotter software made me feel like I had been taken to the year 3000.

Although Hyundai couldn’t comment on future applications beyond the concept vehicle, the software would map the immediate offroad terrain and alert drivers of coming hazards as a human spotter would.

This deliberate design approach has also shed light on the competition Hyundai ultimately plans to target in the body-on-frame off-road SUV segment.

The Boulder concept vehicle was revealed onstage at the New York International Auto Show 2026 on April 1 Credit: Hyundai

The Boulder’s interior is particularly impressive for blending a rugged, off-roading feel with futuristic design choices Credit: Hyundai
Notable vehicles in that niche include the Ford Bronco, Jeep Wrangler, and Toyota 4Runner, certainly big names in off-roading that Hyundai has yet to directly compete with but is confident it can take on.

“Today’s midsize body-on-frame SUV segment buyers expect honest functionality and accessory-ready flexibility. Furthermore, they tend to prefer stout, aggressive looks. Boulder Concept delivers on all fronts,” said Paukert to The U.S. Sun.

Where the Boulder continued to deliver on all fronts was its interior, which struck me as a cross between a spaceship cockpit and a homebuilt off-roader in the best way possible.

The design of the steering wheel and seats both ooze futuristic innovation, the former most notably having gaps in its side spokes for what appear to be scrollable buttons easily accessible by thumbs.

Chrysler’s new brand identity for its second century in business

Joseph Brogan, Motors Specialist for The U.S. Sun, spoke with Chrysler representatives on the refreshed Pacifica, including its FamCam technology, and how it represents the brand’s new philosophy and approach.

For its 100th birthday, the Chrysler brand wants nothing more than to get a younger identity for itself and its flagship Pacifica minivan, attracting younger buyers and redefining what a minivan is. While an updated fascia and logo are fantastic first steps in this area, its interior updates are most significant here.

Enter the FamCam, affectionately being called the “snitch” cam online. Installed just above the middle row seat headrests, this camera offers drivers a full view of the backseat, letting them keep an eye on their precious cargo without turning around.

The easy-to-use feature is not only a very desirable one, but also representative of Chrysler’s new philosophy to craft a “more modern approach to mobility” in its two remaining vehicles, the Pacifica and Voyager minivans, said Ron Kiino of Chrysler Product Communications to The U.S. Sun.

A full breakdown of Chrysler’s philosophy on the refreshed Pacifica and how it plans to evolve its identity while staying true to its roots can be found on The U.S. Sun’s website.

The latter’s shape and overall form are mor reminiscent of a cockpit chair than a car seat, and combine with a harness-style seatbelt to make you believe the Boulder is going to take you on a truly out-of-this-world ride.

Where the Boulder gives a more rugged sense of design is chiefly in its shifter, which exposes the linkage underneath for a rudimentary look that still has visible elements of professional craftsmanship.

The shifter knob itself balances this out by matching the futuristic, textured look of the seats and other panels in the vehicle, as do the HVAC vents sitting just above.

One element of the interior that blends these two motifs seamlessly is the array of four screens sitting just above these vents, each displaying different info about the car.

The Boulder is ready to go for almost any and all off-roading adventures, should it eventually go to market in its current form Credit: Hyundai

The orange detail lighting inside the Boulder further fuels futuristic vibes, making it feel more like a spaceship than a car Credit: Hyundai
I found this design choice to be particularly attractive for having the traditional off-roading feel of extra aftermarket gauges for metrics like oil pressure and coolant temperature, but doing so in a neoteric package.

This also provided a nice contrast to the digital HUD which runs the length of the windshield at its bottom, again showing how great the Boulder is at seamlessly blending contemporary technology with traditional design choices and aesthetics.

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Virtually the only criticism I can make of the Boulder concept vehicle based on what’s known so far is that it is just a concept, and resultantly may never come to market as fans saw it unveiled.

However, should the Boulder or something close to it ultimately enter the niche Hyundai and Paukert say it was designed for, automakers who’ve long dominated that segment will be put on notice in a major way.

I visited the 2026 New York Auto Show – unreal new concept car from Hyundai was a firm favorite

The U.S. Sun’s reporter Joseph Brogan reports live from the Javits Center in New York City:

The New York International Auto Show is a yearly event held to give automakers and other big names in the industry a chance to show off new products.

However, it’s also meant to be a celebration of everything automotive, with tons for the average driver and experienced gearheads alike to soak in.

This year lived up to the legend in every way between big reveals, fun activities, and an overwhelming presence.

I was struck by the sights and sounds of multiple floors featuring the cars of the past, present, and future all on dazzling display.

The 2026 New York Auto Show’s highlight is undoubtedly the sprawling showroom floor on the third level of New York City’s Jacob Javits Convention Center.

Automakers like Toyota, Ford, Porsche, Volkswagen, Kia, Hyundai, Stellantis, and more had significant presence in the massive space.

I was struck by just how many cars filled the space, each with their own unique features, designs, and colors.

Filling the floor were the most iconic models currently being offered by these automakers, as well as some of the newly announced vehicles debuting at the show.

The highlights of these debuts include the Hyundai Boulder, a concept vehicle said to be a “declaration” of where the brand is headed, Subaru’s all-new Getaway eSUV and the Forester Wilderness Hybrid, and Chrysler’s all-new Pacifica , which include an updated version of the brand’s iconic logo just for the Pacifica specifically.

The Boulder in particular stood out to me for its rugged and aggressive design.

While only a concept vehicle, it made me genuinely excited to see what Hyundai has in store, especially since it claims the Boulder to be its signpost to the future.

The event also had plenty of worthwhile experiences to check out, such as the Camp Jeep test track and an opportunity to get hands-on experience with the Honda Fastport eQuad.

The former is particularly worthwhile for letting attendees see just how capable the Wrangler can be in any and all offroad settings.

It was particularly impressive to see how stable the Jeep was in even the most erratic and uneven conditions, especially given its reputation for being easily rollable.

Also present at the convention were antique cars from the Great Depression era, an entire basement level dedicated to the most iconic tuner cars of all time, and the Toyota Hybrid & EV test track, showing off the brand’s latest environmentally friendly offerings for all to see.

However, my favorite aspect of the event overall was Subaru’s inventive reveal for the Getaway and Forester Wilderness Hybrid.

In addition to the giant jumbotron that bled into an LCD floor, Subaru used lit-up drones to simulate the sights of stars in the sky and fireflies at night for each reveal.

The jumbotron would then open to reveal each vehicle, which would drive out on to a spinning platform and fully rotate before scooting to the side.

Combined with Subaru’s general wilderness-themed design for its corner of the third floor, it make for a unique experience at a show that’s all about leaving an impression.

What particularly disappointed me this year was the lack of presence from Audi, especially considering the brand’s F1 debut this season. Tucked away in a corner of the third floor sat the new RS3, an SQ5, and a Q3, with no staff in sight and the doors of all three locked.

While not inherently upsetting in and of itself, the presence that fellow Volkswagen Auto Group brands Porsche, Lamborghini, and, of course, Volkswagen itself had made this lack of presence particularly upsetting.

At the very least, something dedicated to the brand’s inaugural F1 season would have been nice to see at the show, livening up what was otherwise one of the dullest sections of the showroom.