KIA and LG join forces in South Korea to create smart, practical interiors

Innovation is essential if brands are to move forward and remain more interesting to users. In South Korea, the brands we know best are Hyundai and Kia, which, although they belong to the same group, operate independently. Kia has signed a memorandum of cooperation with another major South Korean company, LG, which among other things has a more than complete range of home appliances.

The collaboration aims to offer Kia users a comprehensive range of home appliances that can be used in the brand’s models, especially those intended for leisure and free time. To this end, they have looked at the PBV (Plattform Beyond Vehicle) platform and have presented two concept models aimed at both leisure and work.

LG contributes its expertise in applying AI, which will be used to help configure the interior space to the user’s liking, while adapting to each user’s needs. Thus, with the help of LG’s AI, users can choose from a range of home appliances to place in their vehicle according to their specific needs.

In this way, users will be able to choose several advanced home appliances to create a space dedicated to different types of leisure and work. To showcase the features of this project, Kia and LG have presented two concept models at the Seoul Mobility Show 2025, held in early April.

Concept Spielraum

This concept takes its name from the German term “play space“, which embodies the changing design concept that can be offered to users of these vehicles. The Spielraum Studio concept is aimed at entrepreneurs who travel frequently and need a workspace as well as storage. The appliances it fits include AI capabilities, such as the modular Stylers1 .

It also features smart mirrors and coffee makers, among other elements that seek to make the vehicle practical and functional. All these appliances are integrated into the interior of the PV5, the vehicle used to build this concept. With the integrated AI, the user can manage the user’s work schedule, calculate the remaining travel time to the destination, and recommend the appliance settings based on that information.

Spielraum Glow

This is a cabin concept, designed to meet the demand for leisure getaway experiences by car. This concept features appliances such as refrigerators, LightWave microwave ovens and wine coolers. All of it is intended to deliver the best experience for outdoor getaways. Each appliance has MoodUP™2 panels that adjust the color according to the user’s preferences, so each one becomes unique.

The two concepts will move into production models during the second half of 2026. They will be the first products to emerge from this alliance, although both companies want to keep working to offer models better suited to work and free time, and to develop smart appliances for them.