The Hyundai Boulder concept, unveiled earlier this year at the New York International Auto Show, could serve as the foundation for more than Hyundai’s future trucks and SUVs. According to a report from Australian outlet Carsales, Genesis is also considering a body-on-frame pickup built on the same platform, opening the door to a potential luxury competitor in the midsize truck segment.
Genesis Could Develop a Luxury Pickup
The Hyundai Boulder concept previews the automaker’s first body-on-frame platform designed for the American market. The vehicle is expected to arrive at dealerships in 2028 in two forms: an off-road SUV positioned against the Toyota 4Runner and a midsize pickup aimed at rivals such as the Ford Ranger and Toyota Tacoma.
According to Carsales, Hyundai’s luxury division, Genesis, could also make use of that platform for its own pickup truck. If developed, the model would compete directly with the GMC Canyon Denali.
Hyundai Motor Group Australia Chief Operating Officer Gavin Donaldson told Carsales that the company would not rule out a body-on-frame vehicle carrying the Genesis badge. However, he said it would need to be more than simply a badge-engineered version of the Hyundai Boulder.
Luxury Pickups Have Faced Challenges
Donaldson’s cautious comments come as luxury pickups have historically struggled to gain widespread consumer appeal.
Lincoln made two attempts to enter the segment. The two-wheel-drive Blackwood failed to attract truck buyers because of its carpeted cargo bed and Dutch-door tailgate. The later Mark LT closely resembled a well-equipped Ford F-150 while carrying a higher price. The next-generation Mark LT was ultimately canceled in the United States, with the Ford F-150 Limited taking its place in the Ford Motor Company lineup.
The report also notes the discontinued Mercedes-Benz X-Class, which was based on a Nissan platform, as another example of a luxury pickup that did not succeed.
Genesis Has Explored Truck Plans Before
A Genesis pickup based on the Boulder platform would not be the brand’s first consideration of a utility vehicle.
In January, Genesis revealed it had previously explored developing a luxury truck before abandoning the project for undisclosed reasons.
Donaldson also said any future body-on-frame Genesis model—including the possibility of a rugged, off-road-oriented luxury SUV—would need to meet the brand’s standards for comfort and refinement.
Genesis’ current lineup is known for its premium materials along with a smooth and quiet ride, setting a high benchmark for any future body-on-frame vehicle carrying the brand’s badge.
Hyundai’s New Platform Draws Attention
While Genesis has not confirmed plans for a pickup, the company’s willingness to consider a body-on-frame model highlights the flexibility of the Hyundai Boulder platform. For now, the concept continues to signal Hyundai’s broader ambitions in the American truck and SUV market, with the possibility that Genesis could eventually expand into the segment as well.
