LG Electronics (LG), a leading innovator in mobility technology, is consolidating its position in the Software Defined Vehicle (SDV) era with its webOS-based Automotive Content Platform (ACP). Through differentiated solutions and powerful partnerships, the company is transforming vehicles into dynamic, software-driven experience centers.

At IAA MOBILITY 2025, one of the world's largest mobility events held in Munich, Germany, LG hosted a press conference to share its vision for the future of mobility and announce new strategic partnerships. The conference, titled “Redefining the Cabin Experience: Why the Automotive Content Ecosystem Matters,” featured key executives including Eun Seok-hyun, President of LG Vehicle Solution Company; Chris Jo, director of webOS Platform Business Center at LG Media Entertainment Solution Company; Chris Lee, vice president of Xbox marketing at Microsoft; and Brendan Ittelson, chief ecosystem officer at Zoom.

“Leveraging nearly 70 years of customer service experience in home appliances and IT, LG has a unique competitive advantage to redefine the vehicle from a simple means of transportation to a living space focused on user experience,” said Eun Seok-hyun. “We aim to supply our webOS-based ACP to 20 million vehicles by 2030, while continually expanding our ecosystem of content and services.”

Immersive in-car gaming with Xbox

During the conference, LG emphasized the importance of providing a scalable in-vehicle ecosystem and revealed two strategic partners to expand its content offering.

Reaching gamers wherever they are, Xbox will soon take gaming on the road, with the Xbox app integrated into LG's ACP. Passengers with an Xbox Game Pass Ultimate subscription, a compatible Bluetooth controller and compatible internet access will have access to play hundreds of games, including popular titles like Doom: The Dark Ages and Forza Horizon 5, directly from the vehicle's infotainment system through cloud gaming.

«At Xbox, we are always looking for new ways to bring the joy of gaming to more people, wherever they are. Through our work with LG, we are further expanding the experience and value of gaming for players,” said Chris Lee, vice president of marketing at Xbox.

Boosting connection with Zoom

Expanding the reach of LG ACP beyond entertainment, the addition of a native Zoom app will transform vehicles into mobile collaboration spaces. By integrating one of the world's leading collaboration platforms, LG's ACP will enable drivers and passengers to conduct meetings and manage work efficiently across multiple vehicle models, all while enabling safer driving with a user experience that reduces distractions.

“At Zoom, we believe in meeting people where people meet, whether in the office, at home or even in the car,” said Brendan Ittelson. "This partnership marks an important milestone in redefining what is possible inside the vehicle, helping people communicate and stay connected while on the move."

From the living room to the road: a seamless webOS experience

Building on the success of webOS, which now powers more than 240 million smart TVs worldwide, LG's ACP brings the same intuitive user experience and proven stability to the vehicle. It offers drivers and passengers a seamless mobility experience, allowing them to continue enjoying various content and services on multiple screens in the vehicle, all in compliance with road safety regulations.

Passengers can stream their favorite content on the vehicle's infotainment screen*, from services such as Netflix, Disney+, YouTube, Baby Shark World for Kids, Play.Works, Haystack News and LG Channels, along with local Korean streaming services TVING and WAVVE. By the end of the year, LG plans to increase its content availability by adding digital art platform Vasari, European streaming service RakutenTV and German streaming service Joyn. Additionally, LG's ACP will soon incorporate Japanese local streaming service U-NEXT.

LG's ACP powered by webOS is a core component of PlayWare, the in-vehicle entertainment solution within LG's SDV suite, LG AlphaWare. It delivers a differentiated, high-definition, high-quality content experience that expands customers' living spaces into the vehicle and makes time on the road more valuable. LG continues to expand the application of its ACP to commercial vehicles, realizing its future mobility vision of transforming the vehicle into a “living space on wheels.”