37-Inch Tires, Body-On-Frame, No Touchscreen: Hyundai’s Boulder Concept Should Make Jeep Nervous
The midsize truck and off-road SUV segment is the most brand-loyal territory in the American automotive market. Bronco buyers bleed blue oval. Wrangler owners have a hand wave. Fourth-generation 4Runner devotees treat the truck’s stubborn resistance to modernity as a feature. Breaking into that world requires something that goes beyond competitive specs, because specs are…