Hyundai has confirmed it is preparing to enter the traditional midsize pickup segment with a new body-on-frame truck expected to arrive before the end of the decade. The upcoming model represents the first step in a broader strategy to expand Hyundai’s presence in rugged vehicles and strengthen its off-road-focused lineup alongside the growing XRT subbrand.
The announcement follows the debut of the Hyundai Boulder concept at the New York International Auto Show, a design study previewing the company’s direction for future body-on-frame vehicles. Although the Boulder itself is an SUV concept, Hyundai executives confirmed the first production vehicle from this new architecture will be a midsize pickup truck targeted for launch by 2030. The move signals a major shift for Hyundai as it prepares to compete more directly with established off-road and truck leaders.
Currently, the only pickup Hyundai offers in North America is the Hyundai Santa Cruz, which uses a unibody platform similar to crossover SUVs. That model is expected to eventually make way for the upcoming body-on-frame alternative, a configuration traditionally preferred by serious truck buyers for durability, towing strength, and off-road performance.
At the same time, Hyundai is preparing to expand the role of its XRT off-road identity beyond appearance packages. Company leadership indicated that future XRT models will deliver stronger capability and more specialized hardware as the brand builds credibility among off-road enthusiasts. The strategy reflects Hyundai’s intention to move further into segments historically dominated by vehicles like the Ford Bronco and midsize pickup rivals from other established manufacturers.
Breaking into the truck and off-road market will not be easy, given the loyalty of buyers in those categories. However, Hyundai’s track record with its Genesis brand and its N performance lineup shows the company is willing to invest heavily when entering new segments. If executed successfully, Hyundai’s upcoming body-on-frame platform could introduce fresh competition and technology into one of the most tradition-driven parts of the automotive market.
