LG Electronics (LG) made its debut at IAA MOBILITY, one of the world's premier annual mobility events.
During this event, LG's CEO, William Cho, shared the company's insights on the future of the mobility industry and unveiled its vision for transforming the entire mobility ecosystem, encapsulated by the theme of the press conference: "Taking Life's Good on the Road."
Earlier this year, LG outlined its ambition to become a "smart life solution company," aiming to seamlessly connect and enhance the customer experience across various facets of daily life. This vision led to the introduction of ThinQ UP 2.0, an innovative solution turning home appliances into interconnected lifestyle tools. Today, LG expanded this vision into the realm of future mobility experiences.
As the automotive industry rapidly shifts towards electric and autonomous vehicles, LG sees a unique opportunity to bring fresh value to mobility. The car is poised to evolve beyond mere transportation, becoming a versatile space offering diverse and personalized customer experiences.
CEO William Cho stated, "With nearly seven decades of experience in consumer-facing businesses, LG has gained valuable insights into global customer needs and living spaces. This has translated into numerous innovations in the consumer electronics industry. Leveraging our vast knowledge and expertise, we are thrilled to present our unique perspective on mobility."
LG's focus on customer-centric products and services has propelled the growth of its Vehicle Component Solutions (VS) Company over the last decade. The company has successfully entered the automotive component and solutions market, earning recognition and trust from major automakers.
According to market research firm Strategy Analytics, LG secured the largest share of the global vehicle telematics market last year, with 23.3 percent, and has maintained a double-digit share in the audio, video, and navigation (AVN) segment since 2021.
LG's Approach to Future Mobility Experiences - Alpha-able
LG recently conducted a study simulating the interior of an autonomous vehicle and found that most people view these vehicles as exclusive, private spaces where they can enjoy activities like work, play, and solitude. These findings align with current driver perceptions, with 72 percent seeing car travel as a solo relaxation time and 43 percent considering the vehicle cabin a meaningful personal sanctuary.
Based on these insights, LG reimagines the car as a "personalized digital cave" and has outlined three customer experience themes - Transformable, Explorable, and Relaxable - under the umbrella concept of "Alpha-able," signifying the company's commitment to making anything possible.
Transformable Experience: Adaptable Spaces
LG envisions vehicle interiors that can physically adapt to different scenarios, transforming into restaurants, offices, or even mobile theaters. To achieve this, LG will employ innovative display solutions, including transparent, flexible, and rollable displays, as well as its renowned home appliance technologies.
Explorable Experience: Intelligent Content Integration
In LG's view, future cars should understand the context of each journey, factoring in destination, duration, and more to offer tailored content recommendations. Advanced artificial intelligence (AI) and eXtended Reality (XR) technology will facilitate interactive, in-vehicle voice assistants that suggest content relevant to the estimated travel time. Augmented reality (AR) technology and transparent OLED displays will transport passengers to different locations or transform the vehicle interior.
Relaxable Experience: Enhanced Comfort
LG aims to create serene mobility experiences by leveraging its expertise in home appliances, displays, digital health, and other customer-related areas. Passengers can immerse themselves in virtual gardens, receive seat massages, listen to soothing music, or even access AI counseling sessions to unwind.
These three themes encompass LG's vision for the future of mobility customer experiences, characterized by innovative technologies, services, and content tailored to customer needs.
Three Key Pillars of LG's EV Business in the SDV Era
The mobility industry is swiftly moving into the era of the software-defined vehicle (SDV), where electronic devices will create highly adaptable moving spaces. LG is preparing for this future by developing customer-specific designs that enhance mobility experiences.
LG's mobility business focuses on three key areas:
1. In-vehicle infotainment systems manufactured by the VS Company.
2. Electric powertrain systems developed through the LG Magna e-Powertrain joint venture between LG and Magna International.
3. Vehicle lighting systems created by LG's subsidiary, ZKW Group.
These divisions empower LG with vital expertise in the fundamental technologies shaping the future of transportation. In-vehicle infotainment systems blend driving-related information and entertainment features, harnessing technologies like high-speed data transmission, digital interfaces, and big data analysis. This enables LG to provide comprehensive mobility solutions that align with the evolving requirements of the Self-Driving Vehicle (SDV) era.
Expanding Mobility Vision Through EV Charging Solutions
LG aims to strengthen its future mobility ecosystem by venturing into the EV charging solution business. In line with its strategy to provide optimal mobility experiences across both vehicle and non-vehicle domains, LG acquired HiEV Charger, a company with core EV charger technology. Synergy is expected with LG's battery business, which is poised for rapid growth.
HiEV Charger has introduced four types of EV chargers that address existing limitations, incorporating LED displays for status updates, intuitive touch controls, and enhanced safety features. These chargers offer water- and dust-resistance, electrical and thermal protection during charging, connector lock detection, and remote updates, enhancing the overall charging experience.
LG intends to expand its EV charging business by leveraging its expertise in manufacturing, quality control, after-sales service, and supply chain management to improve customer satisfaction.
