LG and Kia redefine on-the-go lifestyles with their AI-powered Spielraum concept car, launched at the 2025 Seoul Mobility Show in Ilsan, South Korea.
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| LG Electronics partners with Kia to launch the AI-powered Spielraum concept vehicle at the Seoul Mobility Show 2025, blending tech, comfort and mobility. Image: LG |
ILSAN, South Korea — April 4, 2025:
LG Electronics and Kia have unveiled their collaborative AI-powered Spielraum concept car at the 2025 Seoul Mobility Show, introducing a new era of smart mobility that merges artificial intelligence with customisable vehicle spaces. The event, held from April 3 to 13 at KINTEX in Ilsan, showcases how the two companies are redefining the mobile experience by integrating LG's advanced smart home technologies with Kia’s cutting-edge Platform Beyond Vehicle (PBV) system.
Formalised through a strategic Memorandum of Understanding, the partnership aims to deliver a seamless extension of everyday living into the vehicle environment. The concept features built-in LG appliances such as a refrigerator, modular Styler, smart mirror, and air conditioner, effectively transforming the vehicle into a personalised mobile office, studio, or leisure zone.
Two versions of the Spielraum cabin were revealed. The Spielraum Studio is designed for digital nomads and entrepreneurs, offering a compact yet functional workspace complete with a coffee machine and AI-powered scheduling features. Meanwhile, the Spielraum Glow caters to leisure-seekers, equipped with LG's Lightwave oven, refrigerator, wine cellar and MoodUP™ panels that allow users to set lighting themes to match any mood or occasion — ideal for camping or car picnics.
At the heart of both designs is LG ThinQ ON™, an AI-enabled control hub that offers interactive support and intelligent appliance coordination. The system can manage schedules, adjust appliance settings, and connect to external services like food delivery, laundry, or restaurant reservations.
The concept is part of LG's broader Mobility Experience (MX) platform, first introduced at CES 2025, which pushes the boundaries of AI integration beyond the home. By extending its vision of “Affectionate Intelligence,” LG aims to create adaptive, multifunctional spaces that bridge the gap between daily life and mobility.
“We are excited and proud to bring our advanced AI space solutions to the PBV mobility market through this collaboration with Kia,” said Lyu Jae-cheol, President of LG’s Home Appliance Solution Company. “This partnership marks a significant step in our mission to expand AI-powered lifestyle innovations across all aspects of modern living.”