00:05Introducing the Boulder Concept
00:24Please welcome the Executive Vice President and Head of Hyundai
00:28and Genesis Global Design Center, Sang-Yup Lee
00:42Surprise, surprise, surprise, isn't it?
00:47I bet you thought it was going to be a pickup truck, didn't you?
00:53For the North American reason, we are dreaming big.
00:58We are dreaming of vehicles that give our customers the freedom to pursue their most extreme adventures.
01:07Each of us has a unique idea of what adventure means.
01:12Boulder takes its name from the Colorado town, famous for being an outdoor enthusiast paradise.
01:22It's an appropriate name because whether conquering mountain peaks and exploring refreshing forests, Boulder has your cover.
01:35This is not just styling. It is the design built on American values and lifestyle.
01:43We have identified the essential and the design tool for our customers to blaze new trails.
01:55As Randy mentioned, this new adventure demands a new approach, a new platform, body-on-frame.
02:04Body-on-frame gives us the freedom to expand this authentic approach to a variety of lifestyles.
02:15This idea of authenticity also informs how we design those products.
02:22Embracing the natural state of materials like steel and using them to create honest design.
02:31This approach empowers us to craft a vehicle that is stronger, not louder.
02:40It is not just a concept car. This is the confident declaration of where we are headed.
02:49This big dream of body-on-frame design has been developed in our California Design Center.
02:56To tell us more detail, I would like to introduce my friend, Head of Design Hyundai North America, Brad Arno.
03:06Please welcome.
03:12Awesome.
03:16Thank you, Sanga, and good morning.
03:18This idea of ultimate freedom begins with the freedom of exploration, providing our customers the hardware and software for them
03:28to feel safe and confident when exploring adventures around the next bend.
03:33Whether you're hiking, camping, surfing, or perhaps the more frequent adventure of driving over parking lot curbs at Home Depot,
03:41Boulder leads the way with 37-inch tires, impressive ground clearance, and serious suspension travel.
03:48To help you explore confidently, Boulder offers software-driven, off-road guidance.
03:54It's like having your very own digital spotter sitting shotgun.
03:58We push further with freedom of movement.
04:02Boulder reacts to the user's presence with flexible openings, including a dual-hinged tailgate and safari windows that flood the
04:12configurable interior with light.
04:15Inside and out, Boulder's flexibility supports every moment of your adventure.
04:21Finally, freedom of expression.
04:24Boulder's accessory-ready platform is an open canvas that you can equip for your hobbies in your style.
04:33This designed-in flexibility ensures that no two boulders will ever look the same.
04:40Ultimate customization that encourages the customer to interact with their vehicle.
04:46Shifting our focus to the details, Boulder delivers a simple and confident first impression.
04:52Even from across the intersection, onlookers can't help but notice our bold, soft pixel lights.
05:01Closer inspection reveals the level of passion that our designers poured into Boulder.
05:07Passion that creates layers of lasting obsession.
05:10It is stronger, not louder.
05:13It is authentic and honest.
05:15It is the Hyundai Boulder concept.
05:21Thank you, Brett.
05:25Stronger, not louder.
05:29So, as you can see, we are focused on making the next years in the US the best years.
05:38We are dreaming bigger than ever.
05:42With body and frame offers leading the way, we will continue to develop and build a desirable product in the
05:50US for the US.
05:52This is only the beginning.
05:55Please stay tuned.
05:56We have a lot more to come near you.
06:01Thank you.
06:03Once again, Jose Munoz.
06:16Well, introducing this Boulder concept study here in New York feels like a fitting way to celebrate our 40 years
06:24in America.
06:25Giving our customers more choices and providing more capability for work and play is an imperative for Hyundai and our
06:342030 plan.
06:35As you can see, we are taking this opportunity very seriously.
06:39Our production body and frame tracks will usher in a bold new chapter for Hyundai Motor America by reflecting a
06:48core American value.
06:49Freedom.
06:51Freedom of movement.
06:53Freedom of expression.
06:55Freedom to dream.
06:57These vehicles will be rugged, new reflections of Hyundai's commitment to progress for humanity.
07:03And now, I'd like to invite you up here for a closer look.
07:08But before you do, please give us a moment for a quick team photo.
07:12Thank you for joining us.
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