Samsung Group's automotive-related business has recently become quite active. On the 24th, Samsung SDI decided to jointly develop high-performance batteries specifically for robots with Hyundai Motor Group, and this time Samsung Electronics has decided to provide a customized Internet of Things (IoT) solution for Kia Purpose-Built Vehicle (PBV).

The discussions regarding Samsung Electronics' solution collaboration were finalized on the 24th local time at the Tarraco Arena in Tarragona, Spain, during the '2025 Kia EV Day.' The '2025 Kia EV Day' is a global event where Kia announces its electrification strategy to automotive reporters from around the world. This year's second event was grandly held in Tarragona, attracting over 200 journalists.

Kia unveiled its 'customized mobility solution' business strategy for PBV at this EV Day. The term 'customized' refers to a form that integrates vehicles belonging to the product area and solutions belonging to the software area. In other words, it conceptualizes the idea of catering to the demands of consumers engaged in various industries.

The product nature is implemented on the PBV-exclusive platform 'E-GMP.S.' E-GMP is a dedicated electric vehicle platform from Hyundai Motor Group that has received global acclaim. The addition of 'S' signifies a service strategy that thoroughly incorporates the voices of PBV customers. E-GMP.S is developed as a skateboard platform concept where various upper bodies can be applied over a flat-shaped platform, allowing for a broad product lineup from small to large PBVs in the future.

The software sector, which provides user experience innovations, requires collaboration with several business operators. It seems a natural step for Samsung Electronics to emerge as a software partner for Kia PBV.

The partnership ceremony with Samsung Electronics received significant attention as a key program of the '2025 Kia EV Day.' Kia's PBV Business Division Vice President Kim Sang-dae represented Kia, while Samsung Electronics' B2B Integration Offering Center Vice President Park Chan-woo appeared as the face of Samsung. The two companies promised 'IoT solution-based B2B business collaboration.'

In fact, the collaboration across various fields between the two companies is based on a broad framework agreement signed last September. At that time, Hyundai Motor Group and Samsung Electronics signed a 'business agreement for technology partnership and mutual cooperation.'

According to the agreement signed at Kia EV Day, the two companies will connect Kia PBV with Samsung Electronics' AI B2B solution 'Smart Things Pro.' This means that the automation and control of PBV can be achieved through Samsung Smart Things.

In other words, if a user sets the necessary routines based on 'Smart Things Pro' depending on the situation, the routines will be executed according to the entered destination on the PBV's in-vehicle infotainment (IVI) system, allowing for smooth and safe management and monitoring of external business sites even while driving.

For example, if a small business owner operating a bakery inputs the destination as a nearby wholesale market, the 'ingredient purchase mode' will be executed according to the pre-set sales routine, and the vehicle's internal refrigeration facilities will be automatically set to ensure the purchased ingredients remain fresh.

After purchasing ingredients and inputting the destination as the store, the 'commuting mode' will be activated, turning on the air conditioning, signage, oven, lighting, etc., before arriving at the store. Additionally, while driving, the IVI will provide a list of necessary tasks, such as inventory status, enabling sales preparation even without staff.

After closing the business, the user can input the destination as home and activate the 'going home mode.' They can return home in a PBV vehicle where the air conditioning system has been pre-activated, confirming that the power of the store's internal devices has been turned off, and energy conservation and security management are carried out automatically. Real-time notifications regarding unusual behaviors detected by cameras or maintenance needs can also be conveniently received via IVI while driving.

In another example, for a small business owner running a guest house, activating the 'unmanned operation mode' allows for facility management using PBV without additional staff. While driving, they can monitor the situation inside and outside the rooms via IVI and check guests' reservation information for remote check-in and check-out.

The two companies have also agreed to cooperate in creating a wireless control environment for 'Plug & Play' inside the PBV. Users will be able to easily integrate and control their personal IoT devices such as sensors, lighting, and smart plugs using the IVI and tablets within the PBV, thereby benefiting from energy management and other effects.

The two companies will initially pilot services based on this partnership for self-employed and small business customers. Based on this, they will also strive to develop PBV-specialized IoT product lines and bundled products tailored to the needs of B2B business operators, continuously creating new business models and securing B2B customers in the global market.

Kia PBV Business Division Vice President Kim Sang-dae noted, 'Through the business collaboration based on Kia PBV and Samsung Electronics' AI B2B solution Smart Things Pro, we expect to expand the vehicle usage experience of our business customers to the IoT ecosystem outside of PBV, creating new opportunities for customer value discovery.'

Vice President Kim explained the reason for choosing Samsung Electronics as a partner: 'Samsung conducts a lot of B2B business from a system and platform perspective through the service of Smart Things Pro.' For Kia, which is starting B2B operations with PBV, Samsung is the optimal collaboration partner.

Samsung Electronics' B2B Integration Offering Center Vice President Park Chan-woo was also positively welcoming the collaborative relationship between the two companies.

Vice President Park said, 'By integrating AI B2B solution Smart Things Pro with Kia PBV, we will showcase a new everyday life that connects stores and mobility to business customers,' adding, 'We will provide an optimized store management experience based on customized solutions for self-employed individuals, small business owners, and other B2B customers.'

When asked which side made the first proposal, both vice presidents responded in unison, 'almost simultaneously.'

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