The new Hyundai Boulder Concept SUV might be the most attention-grabbing reveal at the New York International Auto Show this year. This design exercise previews a rugged, body-on-frame SUV — and a related pickup truck — that Hyundai says will be designed, developed and built in the US before the end of the decade.
This timing isn’t accidental. Hyundai Motor Company has been steadily ramping up its American footprint, from its long-running Alabama factory, which recently marked two decades of operation, to its Georgia Metaplant for EV production. which was recently the target of an immigration raid. The automaker’s Hyundai Design North America studio in Southern California played a central role in shaping Boulder’s look and feel. And on the materials side, affiliate Hyundai Steel recently announced plans for a $5.8 billion electric arc furnace mill in Louisiana capable of producing millions of tons of steel annually. Taken together, Boulder starts
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