The Hyundai Boulder concept, which debuted at the New York International Auto Show earlier this year, was a big surprise. Previewing the automaker’s first body-on-frame platform for the American market, the Boulder is expected to hit dealers in 2028 as both a 4Runner-rivaling off-road SUV and as a midsize pickup in the vein of the Ford Ranger and Toyota Tacoma. But it sounds like one other automaker could enter the fray with something much more luxurious.
A Genesis Pickup Could Be On The Way
Genesis Pickup Concept Design StudyGenesis
According to reporting from Australian outlet Carsales, Hyundai’s luxury subsidiary could potentially leverage the same body-on-frame platform. The rumor suggests that Genesis could build its own pickup truck, giving the GMC Canyon Denali a direct rival for the first time in history. Hyundai Motor Group Australia Chief Operating Officer Gavin Donaldson told Carsales that the automaker wouldn’t rule out a body-on-frame vehicle wearing a Genesis badge, although it would have to be more than just a badge-engineered version of the Boulder.
I think you don’t rule out anything, and it’s got to meet the luxury level to what it is.
–Gavin Donaldson, COO, Hyundai Motor Group Australia
The executive’s hedged bets are understandable, as luxury-badged pickups have not typically been a huge draw for consumers. Lincoln attempted to break into the market twice; the two-wheel-drive Blackwood didn’t appeal to truck fans because of its carpeted bed and Dutch-door tailgate, while the following generation’s Mark LT truck wasn’t much different from a loaded (and cheaper) Ford F-150. The next-gen Mark LT was canceled in the US, with the F-150 Limited taking its place in the Ford Motor Company lineup.
That said, it’s possible a Genesis truck would fare better than the Lincolns (or the ill-fated, Nissan-based Mercedes-Benz X-Class truck). By splitting the gap between genuine utility and authentic luxury, it could give active shoppers who’d otherwise purchase an SUV the option of something a bit more practical – think ski bunnies in Park City or trust fund hippies on Malibu Beach.
Genesis’ History With Trucks
Genesis Pickup Concept Design StudyGenesis
The potential Boulder-based Genesis truck wouldn’t be the first utility vehice that the luxury automaker has toyed with. In January, Genesis revealed it had previously considered developing a luxury truck, but the company abandoned that project for undisclosed reasons – we’d suspect the lack of a suitable platform and some suspicion around the viability of a pricey pickup. With the former excuse allayed, now the company just needs to come up with an answer for the latter one.
Donaldson said that any potential body-on-frame Genesis – which could also include a rugged, off-road–oriented luxury SUV – would have to meet the brand’s standard for comfort and refinement. That may be a tough goal to achieve considering Genesis’ current lineup is beyond cosseting, with excellent materials and a smooth, quiet ride giving it the credentials of any other luxury company. Still, the upstart Korean firm has made massive strides in its mere decade on the market, and an upscale coupe could be a relatively easy task for its designer and engineers.
Genesis Pickup Concept Design StudyGenesis
CarBuzz Insight – Why This Matters:
Whether Genesis gets into the pickup game or not, the fact that the company is open to the possibility already speaks volumes about the Boulder concept’s platform. We have high hopes for Hyundai’s body-on-frame architecture, which should be just as pleasant and value-packed as the rest of the company’s cars.
Base Trim Engine
2.5L I-4 ICE
Base Trim Transmission
8-speed automatic
Base Trim Drivetrain
Other
Base Trim Horsepower
300 HP @5800 RPM
Base Trim Torque
311 lb.-ft. @ 1650 RPM
Base Trim Fuel Economy (city/highway/combined)
20/26/22 MPG
Base Trim Battery Type
Lead acid battery
Infotainment & Features
8 /10
Source: Carsales, via Motor1
