The living room was initially an empty space. As furniture was added and electronic appliances decorated the space, the familiar form of the 'living room' took shape. The same goes for cars.
Electronic products come into vehicles that are close to being empty spaces. Kia's purpose-built mobility 'PV5' has been redesigned with the involvement of LG Electronics, leading to the creation of a new solution called 'Spielraum.'
The PBV space design attempted by Kia and LG Electronics presents a new paradigm. The first work can be experienced at the '2025 Seoul Mobility Show,' which opens to visitors on the 4th at Ilsan KINTEX.
The two companies established a new concept called PBV (Platform Beyond Vehicle) and signed a memorandum of understanding (MOU) in the realm of implementing 'mobility space solutions.'
The signing ceremony was attended by Kia Domestic Business Division Head Jeong Won-jeong and LG Electronics HS Division Head Ryu Jae-cheol. The memorandum of understanding aims to provide customers with personalized mobility space experiences by combining Kia's PBV technology and LG Electronics' space solutions.
The two companies plan to provide a differentiated experience that allows for utilizing the PBV with advanced electronic appliances as personalized offices, studios, lounges, and more, regardless of location.
Kia unveiled two concept cars, 'PV5 Spielraum,' that showcase the vision of the memorandum of understanding at the Kia pavilion during the '2025 Seoul Mobility Show.' The mobility space solution 'Spielraum' from both companies means 'play space' in German.
The 'Spielraum Studio' concept car is designed for solo entrepreneurs who frequently travel and need both workspace and storage space, featuring AI appliances such as a modular styler, smart mirror, and coffee machine optimized for the PV5 interior. For example, AI calculates the remaining travel time until the destination based on the customer's business schedule and suggests the optimal styler course, allowing for customized settings based on the situation.
The 'Spielraum Glow Cabin' concept car targets the growing demand for 'car-camping' — a blend of 'car' and 'picnic' — and is equipped with a refrigerator, microwave oven, and wine cooler to support customers enjoying various outdoor activities like camping or picnicking. Additionally, it features mood-up panels that allow customers to change the LED lighting colors of all appliance doors according to their preferences, providing a differentiated customer experience.
Kia and LG Electronics are working towards a market entry for the PV5 Spielraum concept car in the second half of next year, and this memorandum of understanding will serve as a starting point for collaboration on developing advanced electronic appliances and AI solutions that can simplify and optimize daily tasks. A solution for remotely controlling various appliances such as refrigerators, air conditioners, and stylers from the PBV is being developed to provide customers with a distinct PBV experience.
Kia Domestic Business Division Head Jeong Won-jeong noted, "We will lead a groundbreaking change in customers' lifestyles through providing 'mobility space solutions' by combining automobiles and appliances, and this collaboration with LG Electronics will be a significant turning point in realizing the essential value of PBV, 'Platform Beyond Vehicle,' contributing to the creation of a new paradigm in mobility that evolves into personalized living and working spaces beyond a mere means of transportation."
LG Electronics HS Division Head Ryu Jae-cheol emphasized, "This partnership with Kia will be an opportunity to expand LG Electronics' 'AI space solutions' that create new daily experiences with empathic intelligence (AI) beyond homes to mobility and ultimately to all spaces customers reside in."
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