At the 2025 Seoul Mobility Show, Kia Corporation and LG Electronics introduced a groundbreaking collaboration aimed at redefining how people interact with their vehicles. The two South Korean giants announced a partnership to integrate cutting-edge home appliance technologies with Kia’s Platform Beyond Vehicle (PBV) technology, envisioning a future where cars seamlessly transition into mobile workspaces and recreational hubs.
The agreement was formalized with the signing of a Memorandum of Understanding (MOU) at Kia’s pavilion at the event, held at KINTEX in Goyang, South Korea. As part of the announcement, Kia and LG Electronics unveiled concept models showcasing the potential of PBVs equipped with smart appliances that transform ordinary car interiors into highly customizable environments.
A New Era of Personalized Mobility
The collaboration combines Kia’s PBV innovations with LG’s expertise in artificial intelligence and home appliance integration, paving the way for a new era of vehicle customization. Unlike traditional automobiles designed solely for transportation, these next-generation vehicles are envisioned as multi-purpose spaces that adapt to the user’s needs—whether as mobile offices, private studios, or leisure retreats.
“By offering mobility space solutions that merge the worlds of automobiles and home appliances, we aim to pioneer a transformative shift in how people interact with their vehicles,” said Won-Jeong Jeong, Executive Vice President and Head of Kia’s Korea Business Division. “This partnership with LG Electronics advances the core vision of PBVs, redefining vehicles as dynamic, personalized environments for both work and recreation.”
Spielraum Concept: Mobility Reimagined
At the auto show, Kia and LG unveiled two concept models under the “Spielraum” brand—German for “play space”—demonstrating how PBVs can be tailored to different lifestyles.
- Spielraum Studio Concept: Designed with entrepreneurs and professionals in mind, this model transforms a vehicle into a fully equipped mobile office. LG’s AI-powered home appliances—such as modular Stylers for garment care, smart mirrors, and integrated coffee machines—work in harmony to enhance productivity. The AI system monitors the user’s business schedule, calculates travel times, and automatically adjusts appliance settings to optimize the interior experience.
- Spielraum Glow Cabin Concept: Catering to the growing popularity of outdoor leisure and “car picnics,” this variant turns a PBV into a sophisticated entertainment lounge. Equipped with appliances including a refrigerator, a lightwave oven, and a built-in wine cellar, it allows users to create a gourmet experience on the go. MoodUP™ panels further enhance the ambiance, adjusting lighting colors to suit the user’s mood and surroundings.
A Glimpse into the Future of Mobility
The PBV technology that underpins these concepts is expected to play a significant role in Kia’s long-term vision for mobility. Unlike conventional vehicles, PBVs are designed to be modular, allowing users to swap out and reconfigure interior components based on changing needs. This flexibility positions them as an ideal solution for the evolving demands of urban life, where personalization and multifunctionality are becoming increasingly important.
For LG Electronics, the partnership represents an opportunity to expand the reach of its AI-driven smart appliances beyond the home, extending their functionality to new, mobile environments. The collaboration aligns with broader industry trends that emphasize the convergence of automotive and consumer technology, a movement that is expected to reshape the future of transportation.
As Kia and LG Electronics continue to push the boundaries of what a vehicle can be, their Spielraum concepts provide a glimpse into a world where mobility is not just about getting from point A to point B but about enhancing every aspect of the journey along the way.
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