LG Electronics supplied its in-car WebOS content platform to Kia’s new budget electric vehicle, the EV3, launched in Korea in July. The photo shows the in-car WebOS content platform applied to the EV3. (Image provided by LG Electronics)
MUNICH, Sept. 9 (Korea Bizwire) — LG Electronics used Europe’s largest mobility show on Tuesday to stake its claim in the emerging era of software-defined vehicles, announcing new partnerships with Microsoft’s Xbox division and video-conferencing platform Zoom to expand its in-car WebOS ecosystem.
At the IAA Mobility 2025 event in Munich, the South Korean company said its WebOS for Cars platform — adapted from the operating system that powers more than 240 million smart TVs worldwide — is poised to redefine how drivers and passengers use vehicles, transforming them into mobile living spaces for entertainment and work.
Gaming and Meetings on Wheels
Through a tie-up with Xbox, LG will integrate Xbox Game Pass into its automotive platform, allowing subscribers to play titles like Doom: The Dark Ages and Forza Horizon 5 from their car consoles. At the same time, Zoom will debut as a native app on WebOS, enabling in-vehicle video conferencing during commutes or while parked, in compliance with safety regulations.
The partnerships, LG executives said, extend WebOS beyond streaming into gaming and productivity, strengthening its position in the in-vehicle infotainment (IVI) market. WebOS for Cars already supports Netflix, Disney+, YouTube, Tving and other platforms, with Rakuten TV, Japan’s U-Next and digital art service Vasari set to join by year’s end.
Eun Seok-hyun, Executive Vice President and Head of LG Electronics’ Vehicle component Solutions (VS) Division (Image provided by LG Electronics)
Vision for Future Mobility
In a keynote speech, Eun Seok-hyun, head of LG’s Vehicle Solutions unit, said the company aims to supply WebOS to 20 million cars by 2030. He described LG’s vision of vehicles as “living spaces on wheels” supported by decades of consumer electronics expertise in displays, connectivity and user experience.
“Our WebOS platform brings the entertainment people enjoy at home into the car, while expanding into gaming, productivity and beyond,” Eun said. “By working with diverse content providers, we will build a rich and scalable ecosystem that can lead the SDV market.”
Beyond Infotainment
LG also showcased its broader “AlphaWare” suite for software-driven mobility. The portfolio includes PlayWare, anchored by WebOS; MetaWare, which uses augmented and mixed reality to enhance navigation and safety; and VisionWare, which relies on AI algorithms and cameras for driver assistance.
The company stressed that such technologies, combined with its existing hardware portfolio in displays, head units and connectivity, position it as a strong contender in the global race to define next-generation cars.
Xbox executive Chris Lee and Zoom chief ecosystem officer Brendan Ittelson joined LG on stage, underscoring the company’s bid to place its WebOS platform at the center of digital life both inside and outside the home.
Kevin Lee (kevinlee@koreabizwire.com)
