Hyundai’s ute may be late, but it will be ‘highly competitive’

Hyundai’s forthcoming ute isn’t expected to be launched until 2028, yet development of the all-new model is believed to be well underway.

Little is known about Hyundai's first global pickup, but in recent days the Korean automaker unveiled the Boulder – an off-road SUV ‘design study’ which shares its ladder-frame platform with the company's future “mid-size pickup”.

But the ute could end up sharing more than just its underpinnings with the concept.

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“The production version of the Boulder concept will no doubt be subject to many design clinics and market studies as it progresses toward final sign-off,” revealed Hyundai Australia’s General Manager of Public Relations, Sponsorship and Events, Bill Thomas.

“But there always needs to be a balance between giving buyers what they know they like, and giving them something they've never imagined. Feedback has been extremely positive for Boulder – you can expect the production vehicle to be highly appealing as well.”

While the model name has yet to be locked in, these illustrations (above and top) by digital artist Theottle provide an idea of what a Hyundai Boulder dual-cab 4x4 ute could look like when it arrives, based on the concept’s styling cues.

However, with the Kia Tasman’s looks receiving widespread criticism following its unveiling in late 2024, Hyundai’s approach to designing a ute may take a more cautious approach.

“There are lessons to be learned across the market, from all rival brands and in every segment,” Mr Thomas told CarExpert.

“Australia is one of the most competitive car markets on earth, and we have a great deal of respect for our competition. If we weren't constantly learning – not only here but globally – we would be doing ourselves a great disservice.”

But despite increasing competition within the Australian ute segment, Hyundai’s local PR boss says the popularity of utes here “shows how strong the segment is and highlights the need for Hyundai to have a player there”.

“We see a long future for utes in the Australian market, and it is our aim to be highly competitive when we launch,” he explained.

“No doubt we are late to the party, but when we arrive we will give it everything we've got. Judging by the reaction to the Boulder concept, we're confident we're on the right track.”

Exactly what Australia’s involvement will be in the final production version of the ute isn’t yet known, but Mr Thomas says the company’s local arm will play its part.

“The production version of Boulder will be tested in Australia, most certainly,” he told CarExpert.

“It's too early to say what kind of involvement local teams will have, but we will be keen to assist and input however and whenever possible.”

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