Experience the Future: LG and Kia’s AI-Powered Car That Adapts to Your Lifestyle
SEOUL, 3rd APRIL 2025 — LG Electronics and Kia unveiled the Spielraum concept car at the 2025 Seoul Mobility Show, marking a significant advancement in AI-integrated mobility solutions.
This collaboration aims to merge LG’s AI-driven smart home technologies with Kia’s Platform Beyond Vehicle (PBV) technology, creating a unique and personalized in-vehicle experience.
The Spielraum concept introduces two distinct cabin designs: Spielraum Studio and Spielraum Glow.
Spielraum Studio caters to entrepreneurs requiring a mobile workspace, featuring LG’s modular Styler, a smart mirror, and a coffee machine, all optimized for Kia’s PV5, the first dedicated PBV.
The AI-powered assistance system enhances convenience by offering optimized clothing care settings based on the user’s schedule.
Spielraum Glow targets the growing trend of car picnics and camping. Equipped with LG’s refrigerator, Lightwave oven, and wine cellar, it elevates outdoor experiences by providing next-level convenience. Integrated MoodUP™ panels allow users to customize their space with dynamic color options that match their preferences.
Central to the Spielraum concept is the LG ThinQ ON™, an AI-powered home hub that delivers highly personalized experiences.
By leveraging generative AI, it enables interactive conversations, optimal control of in-vehicle appliances, and efficient schedule management.
Beyond providing useful information such as weather and traffic updates, the system can connect to external services, including food delivery, laundry, and restaurant reservations.
Lyu Jae-cheol, president of the LG Home Appliance Solution Company, stated,
“We are excited and proud to bring our advanced AI space solutions to the PBV mobility market through this collaboration with Kia.”
This partnership exemplifies LG’s vision of expanding AI-driven living beyond residential spaces into everyday environments, offering multifunctional and adaptive living spaces.
The Spielraum concept car will be on display at the 2025 Seoul Mobility Show from April 3-13 at KINTEX in Ilsan, Korea.
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