• by Tanya Gazdik , Yesterday

Anyone who questions the viability of auto shows clearly hasn’t been to one lately.

This year’s New York International Auto Show media day was chock full of news, new vehicle reveals and executive availability. 

For starters, Hyundai did something automakers have all but stopped doing: It didn’t tell the media (under embargo) what it was planning to reveal. The result was a surprise global debut of the Hyundai Boulder concept sport utility vehicle.

This SUV design study previews the brand's first fully-boxed body-on-frame architecture, a new platform confirmed to underpin an actual for-production midsize pickup to be delivered by 2030. 

The Boulder Concept's stout, ladder-frame-style construction has long been favored by U.S. consumers seeking trucks and SUVs capable of serious off-roading, towing and hauling. The vehicle’s appearance is a clear indication of Hyundai's future design vector: an emphasis on rugged off-road capability and do-it-all utility that will be hallmarks of the company's future body-on-frame production vehicles. 

It's early days for Hyundai's body-on-frame platform development, but the company has already set some important ground rules for the vehicles that will eventually reach dealer showrooms. These production models will be designed in America, developed for America, built in America and forged with Hyundai-produced U.S. steel. Bottom line: Never mind the tariffs. 

Subaru of America unveiled a new nameplate, the three-row all-electric 2027 Subaru Getaway. The 420-horsepower 2027 Subaru Getaway is the fourth electric vehicle in Subaru's growing EV portfolio and will be its most powerful vehicle currently in production when it goes on sale in late 2026.

It offers seating for up to seven, standard Subaru Symmetrical All-Wheel Drive, and an available range of more than 300 miles.

The name Getaway was developed to highlight the SUV's family-friendly versatility and utility with 8.3 inches of ground clearance, generous interior cargo capacity, and convenience features that make it ready for, well, a getaway. Cue Lenny Kravitz's "Fly Away," which would be a natural fit for an upcoming commercial. 

The 2027 Kia EV3 made its North American debut at the show, setting a new benchmark as the most attainable model in Kia's growing electric vehicle lineup, which includes the popular EV6 and EV9 models. 

The EV3 is an entry EV SUV that offers many of the advanced amenities of an EV9 at a more affordable price. Ultimately, it is designed to deliver efficient, all-electric performance with a compact footprint. Pricing will be announced closer to the EV3’s on-sale date in late 2026.

Finally, Volkswagen of America debuted the 2027 Atlas SUV ahead of the New York International Auto Show. Volkswagen Brand North America CEO Kjell Gruner highlighted its bolder design, smarter tech and premium features.

The Atlas represents the brand’s commitment to assembly in the United States. The seven-seat Atlas and five-seat Atlas Cross Sport vehicles comprised 30% of sales in 2025, and are assembled in Chattanooga, Tennessee, where Volkswagen employs about 4,000 people.

Further details, specifications, and pricing will be announced ahead of the launch this fall.

The New York International Auto Show is open to the public at the Jacob K. Javits Convention Center through April 12.