At the 2025 Seoul Mobility Show, LG Electronics introduced an AI-powered van in collaboration with Kia, focused on integrating smart home technologies into vehicle interiors. The joint project centers on the Spielraum concept car, which showcases how LG’s AI-driven smart life solutions can be applied within Kia’s Platform Beyond Vehicle (PBV) framework to create customizable and functional in-vehicle environments.
The collaboration is anchored in LG’s ThinQ ON system, an AI-powered home hub adapted for in-vehicle use. This system employs generative AI to deliver personalized services, including conversational interaction, control of embedded appliances, and schedule management. ThinQ ON is capable of providing real-time updates such as weather and traffic information, and can connect to external services including food delivery, laundry, and restaurant bookings, positioning the vehicle as an extension of the smart home ecosystem.
LG’s AI is also integrated into specific appliances installed within the concept vehicle, such as a modular Styler, refrigerator, and smart mirror. These devices are optimized through AI to provide context-aware services, such as clothing care recommendations based on the user’s calendar. The Spielraum Studio version of the vehicle is designed for mobile professionals, while the Spielraum Glow configuration targets leisure use, incorporating smart kitchen features like a Lightwave oven and wine cellar.
The AI infrastructure is part of LG’s broader “Affectionate Intelligence” initiative, first introduced with the LG Mobility Experience (MX) platform at CES 2025. This platform extends LG’s AI capabilities beyond residential environments into mobility and commercial spaces, with the aim of delivering adaptive and multifunctional user experiences. Through the partnership with Kia, LG seeks to broaden the application of its AI-based space solutions, signaling a strategic shift toward integrating intelligent systems across various aspects of daily mobility.
