Kia Corporation and LG Electronics have announced a strategic partnership to revolutionise mobility by integrating advanced home appliance technology into Kia’s Platform Beyond Vehicle (PBV) solutions. The collaboration was formalized through a Memorandum of Understanding (MOU) signed at the Kia pavilion during the 2025 Seoul Mobility Show, held at KINTEX in Goyang, South Korea. At the event, the two companies unveiled conceptual models for mobile work and recreational spaces that seamlessly incorporate LG’s innovative home appliances into Kia’s next-generation PBVs, signalling a significant step towards personalized and versatile mobility experiences.
The MOU signing ceremony was a notable event, attended by key executives from both corporations, including Won-Jeong Jeong, Executive Vice President and Head of the Korea Business Division at Kia, and Lyu Jae-cheol, President of the LG Home Appliance Solution Company. This high-level participation underscores the strategic importance of this collaboration for both Kia and LG as they venture into the evolving landscape of future mobility.
The core of this partnership lies in the synergy between Kia’s cutting-edge PBV technology and LG’s extensive expertise in Artificial Intelligence (AI) solutions and advanced home appliances. Together, the companies aim to deliver customized spatial experiences for users, meticulously tailored to accommodate diverse lifestyles and a wide array of work-related needs. By seamlessly integrating sophisticated home appliances into the interiors of Kia’s PBVs, the collaboration envisions transforming vehicles into personalized and adaptable spaces that can function as mobile offices, creative studios, private lounges, and more, effectively blurring the lines between traditional living and working environments and the realm of personal transportation.
Won-Jeong Jeong, Executive Vice President and Head of the Korean Business Division at Kia articulated the vision behind this collaboration, stating, “By offering mobility space solutions that combine automobiles with home appliances, we aim to lead a transformative shift in customers’ lifestyles. This partnership with LG Electronics advances the core value of PBVs, contributing to a new mobility paradigm where vehicles evolve into personalized spaces for living and working.” This statement highlights the ambition of both companies to redefine the very concept of a vehicle, positioning it as an extension of one’s personal and professional life, capable of adapting to individual needs and preferences.
As a tangible demonstration of their collaborative vision, Kia and LG are jointly showcasing two compelling PV5 Spielraum concept models at the Kia pavilion during the 2025 Seoul Mobility Show, which runs from April 4th to April 13th. The term ‘Spielraum,’ a German word meaning ‘play space’ or ‘scope for creative activity,’ aptly reflects the underlying concept of these flexible and adaptable mobility environments.
The first concept, the Spielraum Studio, is specifically designed to cater to the needs of solo entrepreneurs and individuals who travel frequently for work, requiring a seamless integration of workspace and storage solutions within their vehicle. This concept incorporates LG’s AI-powered home appliances, such as its innovative modular Stylers, smart mirrors equipped with AI capabilities, and convenient coffee machines, all seamlessly integrated into the PV5’s interior design to optimize functionality and user experience. The intelligent AI system is designed to monitor the user’s business schedule in real-time, accurately calculate the remaining travel time to their intended destination, and proactively recommend optimal appliance settings based on this information, creating a truly personalized and efficient mobile work environment.
The second concept, the Spielraum Glow cabin, is tailored to meet the increasing demand for unique car picnic experiences and outdoor leisure activities. This recreational-focused concept includes a range of appliances designed to enhance outdoor enjoyment, such as refrigerators for keeping food and beverages fresh, lightwave ovens for convenient meal preparation on the go, and even wine cellars for sophisticated outdoor gatherings. Adding a touch of personalization and ambience, each integrated appliance features LG’s MoodUP™ panels, which can dynamically adjust their colour based on the user’s preferences, providing a customizable and immersive experience that complements various outdoor settings and moods.
Looking ahead, Kia and LG have announced their intention to work collaboratively to bring these innovative concept models to the market, with a targeted launch in the second half of 2026. This ambitious timeline underscores the commitment of both companies to translate their shared vision into tangible products for consumers rapidly. Furthermore, the agreement signifies a long-term strategic alliance, with plans for continued cooperation in the development of even more advanced home appliances and sophisticated AI solutions. The overarching goal of this ongoing collaboration is to streamline and significantly enhance the efficiency and convenience of everyday tasks, both within the mobile environment and potentially extending beyond, hinting at a future where the boundaries between home, work, and transportation become increasingly fluid and interconnected through intelligent technology. This partnership marks a bold step towards a new era of mobility, where vehicles are not just modes of transport but highly personalized and functional extensions of our lives.
