Hyundai unveiled the Boulder body-on-frame concept and a refreshed "Art of Steel" design language at the 2026 New York International Auto Show.
In a conversation at the show, Brad Arnold, Head of Hyundai Design North America, said the company has emphasized XRT and outdoor-focused models since the Santa Cruz and is moving into body-on-frame territory while pursuing a "stronger, not louder" approach that embraces material honesty.
Hyundai's "chess piece" strategy tailors different designs to segment needs rather than applying a single set of styling cues, and Brad Arnold said most concept work is intended to inform future production derivatives, with multiple adventure variants under development.
Brad Arnold said Hyundai is a fast-moving, lean company whose design work is typically a version of something coming to market, and he emphasized simple, honest surfaces shaped by production realities.
This article is based on reporting from Motor1.
Read the full article at Motor1.
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