A design patent for Hyundai Motor's off-road sport utility vehicle has been revealed, drawing attention to the possibility of an electric SUV launch. The disclosed design is almost identical to the 'Boulder' concept introduced this year. It is seen as a clue to Hyundai's North America off-road strategy and electrification plans.

Electrek, an electric vehicle outlet, reported on July 22 that a new SUV design patent for Hyundai has recently been disclosed through India's patent office. The patent design is very similar to the Boulder concept Hyundai unveiled at the New York auto show this year. It keeps a boxy body and upright proportions. It also reflects most key concept-car elements, including coach doors on the side and large off-road tires.

Some design elements were changed with production feasibility in mind. The front uses a grille that is mostly closed, instead of the open-slot grille used on the concept car. The headlamps also shifted from the previous large, vertically stacked design to slim LED lamps.

The changes are interpreted as factors that raise the likelihood of an electric-vehicle application. Unlike internal combustion vehicles, battery electric vehicles often use closed front-end designs because they do not need large air intakes for cooling. Hyundai has not yet disclosed whether the SUV will be mass-produced or any plans to apply an electric powertrain, or powertrain specifications.

The Boulder concept is an off-road concept car for the U.S. market that Hyundai unveiled at the New York auto show this year. At the time, the company introduced it as a model that shows the future design direction for body-on-frame SUVs. Hyundai's first mass-produced body-on-frame model is expected to be a mid-size pickup truck, not an SUV. The Boulder concept was unveiled as a design preview in SUV form.

Hyundai set the U.S. off-road market as a key target from the development stage. Lee Sang-yup (이상엽), head of Hyundai and Genesis Global Design Center, described the Boulder concept as "a four-wheeled love letter dedicated to a dynamic off-road lifestyle." Development was led by Hyundai's Southern California design team with U.S. off-road consumers in mind.

The design patent was jointly filed by Hyundai Motor and Kia on May 19. It has not been confirmed whether this is a procedure to protect the design or part of developing an actual production model. Still, it is interpreted as a signal showing the direction of future product strategy as Hyundai pushes to expand body-on-frame models in North America.

Hyundai plans to launch a total of 36 new models in North America by 2030, including a new body-on-frame-based mid-size pickup. Jose Munoz (호세 무뇨스), Hyundai president and chief executive officer, said at the Boulder concept reveal in April, "Body-on-frame vehicles are the foundation that supports work and adventure in America," and added, "We will pour everything we have into the mid-size pickup market."

The new body-on-frame platform is expected to support a range of electrified powertrains. The industry expects it to be a platform that can be applied to pure battery electric vehicles as well as plug-in hybrids and extended-range electric vehicles.

As a result, some analysis says the off-road SUV design patent could go beyond a simple design registration and serve as a signal that Hyundai is preparing a new body-on-frame SUV lineup in North America that targets electrification and leisure demand at the same time.