Nobody saw this coming. Hyundai walked into the Javits Center with what Jalopnik called the most exciting concept vehicle shown at the New York Auto Show in years: the Hyundai Boulder Concept. A body-on-frame off-road SUV built with America in mind and named after the Colorado city, it rolled in on 37-inch tires, long-travel suspension and a design language that puts it squarely in the territory of the Ford Bronco and Jeep Wrangler.

The Boulder is not just a styling exercise. Hyundai CEO José Muñoz confirmed it reflects the brand's upcoming mid-size pickup truck platform, expected by 2030. The concept features safari windows, a dual-hinged tailgate, and an extraordinary level of personalisation : Hyundai says no two Boulders should ever look identical. The refrigerator-style door handles and seamless panel integration signal a bold new design direction for the Korean brand.

This is Hyundai announcing, loudly and clearly, that it intends to become a full-line automaker in the US. The brand has come a long way from the basic, utilitarian cars of the 1980s. The Boulder is a genuine statement of intent.

The New York Auto Show was also the venue for the World Car of the Year 2026 announcement, judged by a panel of 98 automotive journalists from around the world. The winner: the all-new BMW iX3. Its bold Neue Klasse styling, claimed 400-plus miles of driving range, and positioning as BMW's most important electric vehicle launch in years helped it take the top crown.

The iX3 represents BMW's full commitment to its Neue Klasse platform : a complete architectural reset for the brand. The new electric architecture allows for a longer wheelbase, improved interior space, and a battery chemistry that delivers both range and fast-charging capability. It is the electric 3 Series the BMW faithful have been waiting for.

Already a sales record-breaker in Europe and Korea since 2024, the 2027 Kia EV3 made its North American debut in New York. Kia calls it a "right-sized all-electric entry SUV," and that framing is perfectly accurate. With up to 320 miles of range, a 10-to-80 percent charge in 29 minutes, and a 30-inch digital display across the dashboard, this is a technically serious car at an accessible price point.

The EV3 lands at a moment when the rest of the industry is pulling back from affordable EVs. Kia's decision to push forward with this launch is a bold signal. The compact SUV will compete with the Chevrolet Equinox EV and, when it arrives, will do so with the kind of software integration and build quality that have made Kia one of the most respected mass-market brands in the world.

Cars.com named the Kia Seltos redesign : also shown in New York : their Best in Show for the production category. With Telluride-inspired styling applied to the smaller Seltos, Kia has created one of the best-looking small crossovers on the market.

Subaru dropped a major reveal in New York: the 2027 Subaru Getaway, a fully electric three-row SUV with standard all-wheel drive, 420 horsepower, and more than 300 miles of range. The Getaway supports up to 150 kW charging and can go from 10 to 80 percent in roughly 30 minutes : making it a credible choice for family road trips.

The design is unmistakably Subaru, with the brand's signature six-element headlights referencing the Pleiades star cluster. One display vehicle arrived in a jaw-dropping Supernova Mica paint : a deep, colour-shifting finish that shifts from red to blue in changing light. Journalists at the show called it one of the most impressive automotive paint colours they had seen in years.

Production starts late 2026, with deliveries expected in early 2027. For families who want Subaru's trademark all-weather confidence in a fully electric package, the Getaway is the most complete answer the brand has ever offered.

Volkswagen brought the fully redesigned 2027 VW Atlas to New York, and the upgrade is substantial. New sheet metal front and rear, upscale interior design inspired by the smaller and highly regarded Tiguan, a larger wheelbase for a roomier cabin, and a large mono screen housing dual 12.3-inch displays. The 2027 Atlas looks and feels like the three-row SUV VW should have built five years ago.

The base powertrain is a 2.0-litre naturally aspirated engine : no turbo on the entry trims : with a 1.6-litre turbo available higher up the range. A hybrid variant is also coming but not until late 2026 at the earliest. Gas-only versions go on sale in summer 2026. For families shopping in the competitive three-row SUV segment against the Toyota Grand Highlander and Kia Telluride, the 2027 Atlas is now a genuine contender.

In between all the SUVs and electric crossovers, Bentley brought something completely different to New York: the one-off Continental Supersports Travis Pastrana. Built for extreme sports athlete and stunt driver Travis Pastrana's promotional film : in which he ripped through Bentley's factory in Crewe : this rear-wheel-drive GT was modified with a hydraulic e-brake for easier slide initiation and a unique colour scheme inside and out.

The leather interior shows visible signs of the abuse the car went through during filming. Bentley called it proof that the brand is having more fun these days. It is a one-off, not a production model, but it generated more attention at the show than most cars with actual price tags attached. The message: Bentley can slide too.

Step back from the individual reveals and a clear picture emerges. The 2026 New York Auto Show confirmed three things about where the automotive industry is heading right now. First, SUVs are still everything : nearly every reveal at the show was an SUV, crossover or truck. The sedan segment barely exists at a major auto show anymore.

Second, Hyundai and Kia have become the most exciting brand in the world. Not just the best value. Not just reliable. Actually exciting. The Boulder concept was the unanimous talking point of the entire show. The Seltos won Best in Show. The Ioniq 6N appeared as a high-performance halo car. This is a brand firing on every cylinder simultaneously.

Third, and perhaps most telling: the average new car now costs $49,275 in the US : up 3.5 percent year on year, the fourth consecutive month of accelerating price gains. The dream car is getting harder to afford. For most people, the cars at auto shows are becoming objects of aspiration rather than objects of purchase. They are things you admire, not things you own. And admiration, as every car enthusiast knows, is its own kind of passion.