LG Isn’t Just an ‘Electronics’ Company Anymore—Here’s How It’s Changing Automotive Software with AR and Entertainment
LG is evolving from a hardware and devices company to a software-savvy company. This shift has led to the company introducing an “immersive car solution” that is compatible with car software such as Apple CarPlay and Android Auto. The initiative is aimed at expanding LG’s brand recognition, ultimately establishing the company as a “smart living solutions company”—a designation that extends beyond home appliances and other hardware products. A significant portion of this effort is focused on vehicle solutions (both in the cabin and on the road), offering products that not only enhance smart capabilities but also add value in other areas, such as entertainment and exploring the emerging market of charging stations in India.
LG’s Car Solutions: Focus on Entertainment and Convenience
In the field of vehicle solutions business, Phone Currently focusing on two main products: Toy And Super software. Both are designed to enhance various aspects of turning a car into an extension of one’s living space. Explaining LG’s advancements in automotive technology, Valentin JaniautLeading software solutions company in LG Automotive Components Solutions Co., Ltd. Share important details with Shaurya Sharma belong to Hindustan Times TechnologyH.
Valentin outlined that LG is leveraging its core strengths in the mobility sector, focusing on a wide range of automotive components and software, including head units, ADAS software, e-Powertrains, lighting systems, batteries, etc. He revealed that LG has partnered with major automakers such as Hyundai, KIA, Audi, Honda, Jaguar, Mercedes, BMW, Volkswagen, Bentley, and others. As for the Indian market in particular, LG is partnering with Hyundai and Kia, considering India as the “next China” in the automotive industry.
When asked if LG sees Playware as a standalone system to replace Android Auto or CarPlay, Valentin noted that while LG isn’t aiming to replace those systems, Playware is designed to work alongside them, primarily on secondary displays in cars. “The car is connected,” he explained. “Playware is focused on media and entertainment. We’re not looking at connectivity at this point. The idea is—when you’re parked and you want to watch a quick YouTube video, you can easily do that using the native (WebOS) YouTube TV app in the car.”
“This is additional software—Android Auto and Apple CarPlay will still work, but some OEMs may choose to offer it as a standalone feature, such as General Motors, but that decision is up to the OEM,” he added.
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Playware to launch in India soon with Hyundai and KIA
Regarding the launch of Playware in India, Valentin revealed, “Playware is not available in the Indian market yet, but we are working with partners to launch it soon.” He noted that Playware is currently offered for secondary displays in premium cars.
Another important project of LG Vehicle Solutions is Super software. The aim of the project is to enhance the driving experience by using augmented reality (AR) and mixed reality (MR) to provide information through AR HUD on various displays in partner OEM vehicles. This project involves using artificial intelligence for the process Artificial intelligence generation to create 3D environments that provide better map understanding and car safety systems. However, rendering these features requires a powerful SoC and GPU, making it only available in premium cars at present. LG plans to partner with more automakers in India, apart from Hyundai and KIA, and plans to introduce its product line to the market soon.
