{"id":129387,"date":"2026-08-23T17:50:11","date_gmt":"2026-08-23T17:50:11","guid":{"rendered":"https:\/\/www.europesays.com\/korea\/129387\/"},"modified":"2026-08-23T17:50:11","modified_gmt":"2026-08-23T17:50:11","slug":"ask-nathan-hyundai-must-unleash-the-boulder-and-monterey-car-week-sucks","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/korea\/129387\/","title":{"rendered":"Ask Nathan: Hyundai Must Unleash the Boulder and Monterey Car Week Sucks?"},"content":{"rendered":"<p>   <img fetchpriority=\"high\" width=\"1280\" height=\"853\" alt=\"\"  nitro-lazy- nitro-lazy-src=\"https:\/\/cdn-ilecilb.nitrocdn.com\/dNTmoPetMCiIvnXaqTlCkDPzHbDkFKpz\/assets\/images\/optimized\/rev-284b3d6\/tflstudios.wpenginepowered.com\/wp-content\/uploads\/2026\/04\/ZB-Hyundai-Boulder-Concept-2-1280x853.webp\" class=\"wp-image-157651 nitro-lazy\" decoding=\"async\" nitro-lazy-empty=\"\" id=\"NzcxOjEyMTg=-1\" data-nitro-empty-id=\"NzcxOjEyMTg=-1\" src=\"data:image\/svg+xml;base64,PHN2ZyB2aWV3Qm94PSIwIDAgMTI4MCA4NTMiIHdpZHRoPSIxMjgwIiBoZWlnaHQ9Ijg1MyIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj48L3N2Zz4=\"\/> In this week\u2019s Ask Nathan:  Please build the Hyundai Boulder now!  Monterey Car Week sucks?   <\/p>\n<p class=\"wp-block-paragraph\">The first question comes from a Facebook follower who asked about the Hyundai Boulder <\/p>\n<p>  <img loading=\"lazy\" width=\"1280\" height=\"720\" alt=\"\"  nitro-lazy- nitro-lazy-src=\"https:\/\/cdn-ilecilb.nitrocdn.com\/dNTmoPetMCiIvnXaqTlCkDPzHbDkFKpz\/assets\/images\/optimized\/rev-284b3d6\/tflstudios.wpenginepowered.com\/wp-content\/uploads\/2026\/04\/ZB-Hyundai-Boulder-Concept-3-e1775059583636-1280x720.webp\" class=\"wp-image-157652 nitro-lazy\" decoding=\"async\" nitro-lazy-empty=\"\" id=\"Nzk3OjEzMzE=-1\" data-nitro-empty-id=\"Nzk3OjEzMzE=-1\" src=\"data:image\/svg+xml;base64,PHN2ZyB2aWV3Qm94PSIwIDAgMTI4MCA3MjAiIHdpZHRoPSIxMjgwIiBoZWlnaHQ9IjcyMCIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj48L3N2Zz4=\"\/> Q (<a href=\"https:\/\/www.facebook.com\/NathanAdlenJournalist\" rel=\"nofollow noopener\" target=\"_blank\">Via Facebook<\/a>):\u00a0RE: Hyundai Boulder production?  <\/p>\n<p class=\"wp-block-paragraph\">I can\u2019t get enough of the Hyundai Boulder. I am so sick of there being so few choices for 4\u00d74 SUVs. Can we stop with the endless Jeep and Bronco comparisons? I know there\u2019s others like the 4Runner but it\u2019s not quite there. <\/p>\n<p class=\"wp-block-paragraph\">Now I see this Hyundai Boulder and I wonder if that is my next vehicle. I have been nursing my 2002 Jeep Wrangler for a while and it\u2019s falling apart. Not a bad vehicle but nothing special either. I think the older Wranglers were misunderstood. They work better off-road when you leave the thing alone. Maybe some better tires and shocks but forget those stupid massive lifts. All of that weight and build up ruins the thing.<\/p>\n<p class=\"wp-block-paragraph\">Anyway. I want something that can go off-road and looks cool. All of that with a fat warranty! I want the Hyundai Boulder! <\/p>\n<p class=\"wp-block-paragraph\">Are they building it or not? <\/p>\n<p class=\"wp-block-paragraph\">\u2013 Young G<\/p>\n<p>  A: Something like the Hyundai Boulder concept is being developed!  <\/p>\n<p class=\"wp-block-paragraph\">Oh, I completely understand why you\u2019re obsessed with the Boulder. And I have good news, with one very important asterisk.<\/p>\n<p> <img loading=\"lazy\" width=\"1280\" height=\"717\" alt=\"\"  nitro-lazy- nitro-lazy-src=\"https:\/\/cdn-ilecilb.nitrocdn.com\/dNTmoPetMCiIvnXaqTlCkDPzHbDkFKpz\/assets\/images\/optimized\/rev-284b3d6\/tflstudios.wpenginepowered.com\/wp-content\/uploads\/2026\/04\/ZB-Hyundai-Boulder-Concept-4-e1775309886456-1280x717.webp\" class=\"wp-image-157653 nitro-lazy\" decoding=\"async\" nitro-lazy-empty=\"\" id=\"ODM5OjEzNTI=-1\" data-nitro-empty-id=\"ODM5OjEzNTI=-1\" src=\"data:image\/svg+xml;base64,PHN2ZyB2aWV3Qm94PSIwIDAgMTI4MCA3MTciIHdpZHRoPSIxMjgwIiBoZWlnaHQ9IjcxNyIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj48L3N2Zz4=\"\/> Are they building the Hyundai Boulder? <\/p>\n<p class=\"wp-block-paragraph\">Sort of.<\/p>\n<p class=\"wp-block-paragraph\">Hyundai has officially confirmed that it is developing a new body-on-frame midsize pickup for the U.S., with production targeted for 2030. The Boulder Concept is specifically described by Hyundai as a design study that previews the architecture for that truck. Hyundai also says future body-on-frame vehicles will be designed, developed and built in America using Hyundai\u2019s U.S.-produced steel.<\/p>\n<p class=\"wp-block-paragraph\">But here\u2019s the frustrating part:<\/p>\n<p class=\"wp-block-paragraph\">Hyundai has not confirmed that the Boulder SUV itself will go into production.<\/p>\n<p class=\"wp-block-paragraph\">And that distinction matters.<\/p>\n<p> <img alt=\"https:\/\/images.openai.com\/static-rsc-4\/STNH8HTQ8kqAbAN6urY8j-0NISIWaj9h2dAo_QQeSUhA8nuWTAkwFHSs9DmAlwJXrz9mO1SJhcMLLYxM_0VtQHAeGDufQf5OsvUc-2G21UbDy6elOSSYF1qQuppe_DtHYwV7hWYdk7VQAg2b2FiOjBStWlJJ2amOwBM4nTRT9EcQPkQZb_xs1yO32Ix2HHJ7?purpose=fullsize\" nitro-lazy-src=\"https:\/\/cdn-ilecilb.nitrocdn.com\/dNTmoPetMCiIvnXaqTlCkDPzHbDkFKpz\/assets\/desktop\/optimized\/rev-284b3d6\/images.openai.com\/static-rsc-4\/4625bbd672bc8a4427ad99a102cc063b.t7B5SRMyAmXUzMQyuGRh-b115036b-J-AjLqdhiQ5dPvHErCNI\" class=\"nitro-lazy\" decoding=\"async\" nitro-lazy-empty=\"\" id=\"ODY3OjU0MA==-1\" data-nitro-empty-id=\"ODY3OjU0MA==-1\" src=\"data:image\/svg+xml;base64,PHN2ZyB2aWV3Qm94PSIwIDAgMTUyOSA4NjAiIHdpZHRoPSIxNTI5IiBoZWlnaHQ9Ijg2MCIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj48L3N2Zz4=\"\/> <\/p>\n<p class=\"wp-block-paragraph\">The Boulder is officially a SUV-shaped design preview of Hyundai\u2019s first U.S. body-on-frame vehicle architecture. That architecture is confirmed for a production midsize pickup, but Hyundai hasn\u2019t said, \u201cYes, we\u2019re building this SUV.\u201d<\/p>\n<p class=\"wp-block-paragraph\">And frankly, that\u2019s the part that makes me want to bang my head against a rock. Because this is exactly the Hyundai so many consumers want.<\/p>\n<p class=\"wp-block-paragraph\">Right now, the production midsize Hyundai pickup is the confirmed vehicle. The Boulder SUV is not. Hyundai has given us a very serious hint about where it is going, but it hasn\u2019t promised that the SUV will make the trip.<\/p>\n<p class=\"wp-block-paragraph\">And that\u2019s a shame.<\/p>\n<p class=\"wp-block-paragraph\">Because Hyundai may have accidentally stumbled onto something that the market desperately needs. A proper, relatively attainable, American-built off-road SUV from a company that isn\u2019t Jeep, Ford or Toyota. I\u2019d buy that.<\/p>\n<p class=\"wp-block-paragraph\">And if Hyundai builds something reasonably close to the Boulder, keeps the weight under control, gives it legitimate four-wheel drive and puts that big Hyundai warranty behind it, I might be standing in line right beside you.<\/p>\n<p class=\"wp-block-paragraph\">Just don\u2019t make us wait until 2030!<\/p>\n<p class=\"wp-block-paragraph\">\u2014 N<\/p>\n<p>  <img loading=\"lazy\" width=\"1280\" height=\"853\" data-id=\"157654\" alt=\"\"  nitro-lazy- nitro-lazy-src=\"https:\/\/cdn-ilecilb.nitrocdn.com\/dNTmoPetMCiIvnXaqTlCkDPzHbDkFKpz\/assets\/images\/optimized\/rev-284b3d6\/tflstudios.wpenginepowered.com\/wp-content\/uploads\/2026\/04\/ZB-Hyundai-Boulder-Concept-5-1280x853.webp\" class=\"wp-image-157654 nitro-lazy\" decoding=\"async\" nitro-lazy-empty=\"\" id=\"OTA0OjEyMzY=-1\" data-nitro-empty-id=\"OTA0OjEyMzY=-1\" src=\"data:image\/svg+xml;base64,PHN2ZyB2aWV3Qm94PSIwIDAgMTI4MCA4NTMiIHdpZHRoPSIxMjgwIiBoZWlnaHQ9Ijg1MyIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj48L3N2Zz4=\"\/> <img loading=\"lazy\" width=\"1280\" height=\"853\" data-id=\"157650\" alt=\"\"  nitro-lazy- nitro-lazy-src=\"https:\/\/cdn-ilecilb.nitrocdn.com\/dNTmoPetMCiIvnXaqTlCkDPzHbDkFKpz\/assets\/images\/optimized\/rev-284b3d6\/tflstudios.wpenginepowered.com\/wp-content\/uploads\/2026\/04\/ZB-Hyundai-Boulder-Concept-1-1280x853.webp\" class=\"wp-image-157650 nitro-lazy\" decoding=\"async\" nitro-lazy-empty=\"\" id=\"OTA4OjEyMzY=-1\" data-nitro-empty-id=\"OTA4OjEyMzY=-1\" src=\"data:image\/svg+xml;base64,PHN2ZyB2aWV3Qm94PSIwIDAgMTI4MCA4NTMiIHdpZHRoPSIxMjgwIiBoZWlnaHQ9Ijg1MyIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj48L3N2Zz4=\"\/> <img loading=\"lazy\" width=\"1280\" height=\"853\" data-id=\"157651\" alt=\"\"  nitro-lazy- nitro-lazy-src=\"https:\/\/cdn-ilecilb.nitrocdn.com\/dNTmoPetMCiIvnXaqTlCkDPzHbDkFKpz\/assets\/images\/optimized\/rev-284b3d6\/tflstudios.wpenginepowered.com\/wp-content\/uploads\/2026\/04\/ZB-Hyundai-Boulder-Concept-2-1280x853.webp\" class=\"wp-image-157651 nitro-lazy\" decoding=\"async\" nitro-lazy-empty=\"\" id=\"OTEyOjEyMzY=-1\" data-nitro-empty-id=\"OTEyOjEyMzY=-1\" src=\"data:image\/svg+xml;base64,PHN2ZyB2aWV3Qm94PSIwIDAgMTI4MCA4NTMiIHdpZHRoPSIxMjgwIiBoZWlnaHQ9Ijg1MyIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj48L3N2Zz4=\"\/>   <\/p>\n<p class=\"wp-block-paragraph\">The last question comes from a fan who hated this year\u2019s Pebble Beach Car Week. <\/p>\n<p>  Q\u00a0(<a href=\"https:\/\/www.facebook.com\/NathanAdlenJournalist\" rel=\"nofollow noopener\" target=\"_blank\">Via Facebook<\/a>):\u00a0RE: I\u2019m done with Car Week.  <\/p>\n<p class=\"wp-block-paragraph\">This is my last year going to the Pebble Beach Automotive Week. It\u2019s so frustrating. There are so many BMW punks and massive crowds; it makes little sense to spend thousands to participate. Plus, I used to meet interesting people and legendary journalists whom I followed. Now I meet arrogant \u201cjournalists\u201d who are more interested in selfies and catered playtime than stories. The remaining attendees who were interesting are dying out. It\u2019s sad.<\/p>\n<p class=\"wp-block-paragraph\">Do you still go to this mad house? I remember you guys did, from time to time. Let me give you a word of advice: don\u2019t bother anymore. It\u2019s a masterclass in wasted money.<\/p>\n<p class=\"wp-block-paragraph\">I hope you\u2019re doing well in California.<\/p>\n<p class=\"wp-block-paragraph\">\u2014 Justice EE63<\/p>\n<p>  A:\u00a0Yes, I\u2019ve head about how bad things are getting.  <\/p>\n<p class=\"wp-block-paragraph\">The saddest part is watching the old guard disappear. Many of the journalists and industry veterans who made these events interesting are retiring or simply attending fewer events. The people replacing them aren\u2019t always interested in the same things.<\/p>\n<p class=\"wp-block-paragraph\">I don\u2019t care how many followers you have if you can\u2019t explain how a suspension works. Or busted a knuckle or two wrenching on an engine. Or, (at the very least) understand what makes a car special. For the love of god. <\/p>\n<p class=\"wp-block-paragraph\">Give me the guy with 2,000 readers\/followers who spends three hours talking to an engineer about suspension geometry. That\u2019s my guy. I\u2019ll buy him a beer.<\/p>\n<p class=\"wp-block-paragraph\">A friend attended the event this year and said it wasn\u2019t nearly as bad as I\u2019d expected. He did, however, notice some of the same things that bother me.<\/p>\n<p class=\"wp-block-paragraph\">So maybe we\u2019re not completely yelling at clouds.<\/p>\n<p class=\"wp-block-paragraph\">I don\u2019t hate social media. I don\u2019t hate influencers. And I don\u2019t hate change.<\/p>\n<p class=\"wp-block-paragraph\">I just miss automotive journalism being about cars and journalism.<\/p>\n<p class=\"wp-block-paragraph\">Maybe that\u2019s old-fashioned.<\/p>\n<p class=\"wp-block-paragraph\">Fine.<\/p>\n<p class=\"wp-block-paragraph\">I\u2019ll take old-fashioned.<\/p>\n<p class=\"wp-block-paragraph\">\u2014 N<\/p>\n<p class=\"wp-block-paragraph\">Here\u2019s the first time TFL Studios covered the event\u2026 and we found a MUCH better venue to spotlight! <\/p>\n","protected":false},"excerpt":{"rendered":"In this week\u2019s Ask Nathan: Please build the Hyundai Boulder now! Monterey Car Week sucks? The first question&hellip;\n","protected":false},"author":2,"featured_media":129388,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[6590,295,66037,294,293,66038,66039,66040,66041],"class_list":["post-129387","post","type-post","status-publish","format-standard","has-post-thumbnail","category-hyundai","tag-boulder-concept","tag-hyundai","tag-hyundai-4x4","tag-hyundai-group","tag-hyundai-motor-group","tag-i-hate-monterey-car-week","tag-monterey-car-week","tag-off-road-hyundai-concept","tag-off-road-hyundai"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts\/129387","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/comments?post=129387"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts\/129387\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/media\/129388"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/media?parent=129387"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/categories?post=129387"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/tags?post=129387"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}