Hyundai's Rugged Future: Body-on-Frame Pickup and SUV Line Confirmed

Daily Car

03/04/2026

Hyundai is set to significantly expand its vehicle offerings by venturing into the body-on-frame segment, a move that will include a new midsize pickup truck slated for release by 2030. This strategic expansion signals Hyundai's ambition to compete in the rugged and off-road vehicle market, potentially challenging established players.

Key Takeaways

Hyundai will launch a new midsize pickup truck by 2030.
This pickup will feature a traditional body-on-frame construction.
The company is also developing other body-on-frame SUVs.
The rugged XRT subbrand will be significantly enhanced to support these new vehicles.
Hyundai aims to challenge competitors like Ford, Jeep, and Toyota in the off-road segment.

A New Era for Hyundai

Hyundai is diversifying its portfolio beyond its current lineup of award-winning EVs and enthusiast cars. The company has confirmed plans to introduce a new line of rugged, body-on-frame vehicles, with a midsize pickup truck being the first production model. This announcement follows the unveiling of the Boulder concept, a body-on-frame SUV that hints at the design direction for future rugged models.

The Future of XRT

The introduction of body-on-frame vehicles will coincide with a significant elevation of Hyundai's XRT subbrand. Design boss SangYup Lee emphasized that XRT is being taken very seriously, with plans for more XRT trims and enhanced off-road capabilities. This move is driven by the growing popularity of off-roading and Hyundai's desire to capture a larger share of this market.

Challenging the Competition

Hyundai's entry into the body-on-frame segment, particularly with a midsize pickup, is expected to directly compete with established models from manufacturers like Ford, Jeep, and Toyota. The company's history of successfully launching new divisions, such as Genesis and its N performance line, suggests a serious commitment to this new venture. Consumers can anticipate more choices in the rugged vehicle space, likely featuring Hyundai's signature blend of advanced technology and distinctive design.

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