LG Drives into the Future of Automotive with Xbox & Zoom Partnerships, Transforming Cars into “Dynamic Experience Hubs”
(Published: September 10, 2025)
LG is accelerating its enterprising push into the automotive industry, envisioning vehicles not just as transportation, but as fully integrated, software-driven “dynamic experience hubs.” Recent strategic partnerships with tech giants Xbox and Zoom signal a major leap forward in this transformation, promising to redefine in-car experiences for drivers and passengers alike.
The shift was highlighted at the prestigious IAA Mobility conference in Munich,where industry leaders discussed the evolving role of the automobile. Brendan ittelson,Chief Ecosystem Officer at Zoom,explained how in-car collaboration and communication systems are blurring the lines between work and travel.
“The modern workspace isn’t confined to the home or office anymore,” Ittelson stated.”People demand productivity on the go, and the vehicle is a natural extension of that.We see a huge prospect to seamlessly integrate work and life, meeting individuals where they are.”
LG’s foray into automotive gained significant momentum in January 2024, with the company formally committing to a transition into a “smart life services” provider. This strategic pivot prioritizes leveraging the power of Artificial Intelligence (AI) – including what LG terms ”affectionate intelligence” – to deliver unique and compelling experiences across diverse industries, with automotive as a key focus. At CES 2024, LG unveiled a groundbreaking cross-domain platform integrating Advanced driver Assistance Systems (ADAS), automated driving (AD), and in-vehicle infotainment (IVI) technologies, showcasing its commitment to innovation.
This commitment extends to collaborative efforts. A year prior,LG partnered with Magna to develop a streamlined,cost-effective cockpit computing system. This single-chip solution consolidates multiple in-vehicle systems,reducing complexity and paving the way for the Software-Defined Vehicle (SDV) era. The scalable architecture supports various Automotive Safety Integrity levels (ASIL) and minimizes the need for numerous electronic control units, optimizing space and efficiency.
These partnerships with xbox and Zoom are integral to LG’s broader strategy, expanding the capabilities of its Automotive Content Platform (ACP) and delivering richer, more engaging in-car experiences.
Leveraging Decades of Expertise: LG’s Unique Advantage
LG isn’t entering the automotive space as a newcomer. Eun Seok-hyun, President of the LG Vehicle Solution Company
