South Korea-based LG Electronics is partnering with Zoom and Microsoft’s Xbox to expand offerings on its in-vehicle entertainment system, the company announced Sept. 9.
The move supports LG’s goal to “redefine the vehicle from a simple means of transportation into a living space centered on the user experience,” Seokhyun Eun, president of the LG Vehicle Solution Company, said in a statement. The company plans to deploy its webOS system, known as the Automotive Content Platform, to 20 million vehicles by 2030.
The Xbox partnership integrates cloud gaming into LG’s content platform. According to the release, if passengers have an Xbox Game Pass Ultimate subscription, a compatible Bluetooth controller, and internet access, they will have access to hundreds of games and can carry their progress across multiple platforms.
The Zoom integration with the LG platform is designed for drivers and passengers, set to “transform vehicles into mobile collaboration spaces,” according to LG. Video conferencing will be available when a vehicle is parked, with voice-only calls possible while driving.
“This partnership marks a major milestone in redefining what’s possible inside the vehicle, helping people communicate and stay connected while on the move,” said Brendan Ittelson, chief ecosystem officer at Zoom.
Automakers have been looking to boost their capabilities related to software-defined vehicles, and LG’s content platform is a key component of its software-defined vehicle strategy. The electronics company has integrated entertainment services such as Netflix, Disney+ and YouTube. Its software suite, LG AlphaWare, also includes solutions marketed to automakers such as advanced driver assistance systems and augmented reality navigation displays.
LG’s Automotive Content Platform was introduced in South Korea in 2023 in Hyundai Motor Group’s Genesis GV80 and GV80 Coupe. Last year, the platform became available in select Kia models in South Korea and Europe. According to The Korea Economic Daily, LG has recently been seeking automotive software partnerships with major automakers like Honda.
