LG Electronics (LG), a leading innovator in mobility technology, is strengthening 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 hubs.
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 In-Cabin Experience: Why the Automotive Content Ecosystem Matters,” featured key executives including Eun Seok-hyun, president of the LG Vehicle Solution Company; Chris Jo, head of the webOS Platform Business Center at the 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 experience expertise in home appliances and IT, LG has a unique competitive edge to redefine the vehicle from a simple means of
transportation into a living space centred on the user experience,” said Eun Seok-hyun.
“We aim to supply our webOS-based ACP to 20 million vehicles by 2030 while continuously expanding our content and service ecosystem.”
Immersive In-Car Gaming With Xbox
During the conference, LG emphasised the importance of providing a scalable in-vehicle ecosystem and revealed two strategic partners to expand its content offerings.
Classified as Microsoft Confidential
Meeting players where they are, Xbox will soon bring the gaming experience to the road, with the Xbox app integrated into LG ACP. Passengers with an Xbox Game Pass Ultimate subscription, a compatible Bluetooth controller, and supported internet access will now have access to play hundreds of games, including popular titles such as Doom:
The Dark Ages and Forza Horizon 5, directly from the vehicle’s infotainment system via cloud gaming.
“At Xbox, we’re always looking for new ways to bring the joy of gaming to more people, wherever they are. Through our work with LG, we are expanding the experience and value of gaming even further for players,” said Chris Lee, Vice President of Xbox Marketing.
“Soon, passengers can access their gaming library and carry their progression with them wherever they go – whether on the road or at home. Bringing Xbox to the in-vehicle experience means every journey is not only more entertaining but supports the flexibility players expect from Xbox.”
