Kia to install LG Electronics’ vehicle webOS in upcoming EV3 SUV

South Korea’s LG Electronics Inc. will supply its automotive web-based operating system webOS to Kia Corp. for the carmaker’s upcoming volume model sport utility vehicle EV3.

The electronics giant’s webOS-powered content platform will allow drivers to enjoy 12 streaming services, including Netflix, YouTube, TVing and LG’s own online service LG Channels, on the move in real time following driving safety regulations.

Kia, the country’s second-largest automaker and an affiliate of Hyundai Motor Co., plans to launch the EV3, its volume model, in Korea this July. Kia will bring the electric SUV to Europe in the fourth quarter and the US next year.

Kia is launching the EV3 to reboot slowing growth in clean automobiles by offering cheaper eco-friendly models to budget-conscious drivers.

The compact electric SUV, however, features premium and advanced technology, including a 12.3-inch display, used in the EV9, its flagship all-electric SUV.

CLOSER TIES BETWEEN HYUNDAI, LG

The latest collaboration between LG and Hyundai Motor Group comes after LG agreed last October to supply its webOS content platform for Hyundai’s redesigned GV80 and GV80 Coupe sold under the premium Genesis brand.

LG Group has been strengthening its partnership with Hyundai Motor Group in in-vehicle infotainment systems.

In April, top management of LG Electronics’ automotive electronics division visited Hyundai Motor’s Namyang R&D center in Hwaseong at the invitation of the automaker to its closed-door Tech Day event.

LG Display Co. earlier this year supplied its 27-inch premium organic light-emitting diode (OLED) panel to Hyundai for its 2024 model of the Genesis GV80.

LG Innotek Co., the world’s leading camera module manufacturer, has joined hands with Hyundai Mobis Co. to develop patented autonomous driving technology.

HYUNDAI’S SDV STRATEGY

LG Electronics has developed its vehicle webOS from its operating system that runs more than 200 million LG Smart TVs worldwide.

LG has said it would transform from a TV manufacturer into a content provider with its webOS content platform, which offers its smart TV buyers thousands of films and other streaming content for free.

Hyundai Motor said in March it will set up a new business headquarters, responsible for developing advanced vehicle platforms as part of its push to turn vehicles into software-defined cars (SDVs)

SDVs, often referred to as smartphones on wheels, enable constant and seamless upgrades of a car’s functions through an over-the-air system throughout the car’s lifetime.

As the automotive industry’s rivalry to win the market with hardware advances is nearly reaching its limit, Hyundai has turned its focus to software upgrades like in-vehicle information (IVI) systems and self-driving technology.

Earlier this year, 42dot Inc., Hyundai’s self-driving technology unit, said it would partner with Samsung Electronics Co. to jointly develop an artificial intelligence-powered SDV platform.

“LG will continue to unveil state-of-the-art in-car solutions to maximize driver and passenger experiences,” said Eun Seok-hyun, vice president of LG’s vehicle component solutions division.

Write to Jeong-Soo Hwang at hjs@hankyung.com

In-Soo Nam edited this article.