LG Electronics has teamed up with Kia to unveil a cutting-edge concept in AI-powered mobility—the Spielraum concept car—at the 2025 Seoul Mobility Show. This collaboration aims to redefine the in-vehicle experience, blending LG’s intelligent home technologies with Kia’s Platform Beyond Vehicle (PBV) architecture to create personalised, multifunctional mobile spaces.

The partnership, formalised through a Memorandum of Understanding (MoU), showcases a shared vision of mobility as an extension of smart living. Together, LG and Kia are pushing boundaries by transforming vehicles into fully integrated lifestyle environments.

A Home on Wheels The Spielraum concept features two adaptable cabin experiences:

Spielraum Studio – Designed for entrepreneurs on the move, this mobile workspace integrates LG’s modular Styler, a smart mirror, and even a coffee machine. The system leverages AI-powered assistance to manage daily routines, offering services like personalised clothing care based on user schedules.

Spielraum Glow – Built for leisure lovers, this variant caters to the car camping and picnic trend with built-in refrigerator, Lightwave oven, and wine cellar, all enhanced by LG’s signature MoodUP™ panels that adjust cabin lighting to match the user’s mood or style.

AI-Powered Connectivity At the core of this innovation is LG ThinQ ON™, an AI-powered smart hub that provides real-time interaction, automated appliance control, and lifestyle assistance. Using generative AI, it delivers conversational support, manages schedules, and connects with external services like restaurant reservations, laundry, and food delivery—all from within the vehicle.

A Vision for Affectionate Intelligence The Spielraum marks another step in LG’s broader strategy, building on its LG Mobility Experience (MX) platform launched at CES 2025. This initiative extends the company’s AI solutions beyond home environments into commercial and mobile settings, championing its philosophy of Affectionate Intelligence—technology that anticipates and enhances individual lifestyles through thoughtful personalisation.

Mr. Lyu Jae-cheol, President of LG Home Appliance & Air Solution Company, stated: "We are excited to bring our advanced AI space solutions to the PBV market through this collaboration with Kia. This initiative enables LG to expand its AI-powered lifestyle innovations beyond homes into the broader mobility space."

With the Spielraum concept, LG and Kia are not only showcasing the future of smart mobility but also laying the groundwork for AI-integrated living on the move, reshaping how we perceive and experience personal transport.