LG Electronics is in talks with several car manufacturers, including Hyundai and Kia, to launch its flagship ‘LG AlphaWare’ software in India. The software will be user-centric, and is designed to deliver an “immersive” in-cabin experience, company executives told reporters here on Tuesday.
Valentin Janiaut, SW Solution Task Lead, LG VS Company (an arm of LG Electronics) said that the company is aiming to launch the in-vehicle product in India within a few years. “Currently, we have tied up with Hyundai and Kia…but we’re yet to figure out how we integrate AlphaWare in their in-vehicle systems.”
LG Alphaware was launched globally in June 2024. The software consists of several solutions that work together to enhance the user’s in-vehicle experience. It empowers mobility providers to overcome technical challenges and deliver home-like comfort and connectivity to drivers and passengers.
Janiuat said that AlphaWare is at present integrated in high-end variants of the cars, as it substantially spikes up the price, which only few customers are willing to pay at present. “Though the feedback received is positive…but India is a challenge for us,” he said.
Indian car market being led by Maruti-Suzuki with current market-share of 42%, doesn’t offer LG much choice to expand its product’s sales in the country. “We just have the option to launch AlphaWare in only three car manufacturers – Volkswagen, Kia, and Hyundai,” Janiuat said. These three companies have a market share of 22%.
Within AlphaWare, one software is ‘PlayWare’ – an entertainment platform that enhances the in-vehicle infotainment experience through the delivery of high-definition content and superior sound quality. Leveraging LG’s partnerships with major streaming apps, sports and news channels, PlayWare brings the LG TV experience into the car, a release by the company said.
The other software is ‘MetaWare’, which enhances the driving experience by leveraging augmented- and mixed-reality technologies to deliver meaningful information across various displays, from ‘augmented-reality head-up display’ (AR HUDs) to clusters and central panels.
AlphaWare also has three other softwares–BaseWare, OpsWare, and VisionWare–but LG is currently not planning to launch these three in India. LG VS Company has a research & development wing in Bengaluru, which is working with Indian car companies to collaborate with for launching its products.
Separately, LG Electronics is aiming to transition to becoming a ‘smart-life solution’ company from a ‘home appliance’ company, at present.
By 2030, the global home-appliance manufacturer wishes to provide platform based services; expand its B2B business through its Vehicle component Solution (VS) and Heating, Ventilation, and Air Conditioning (HVAC) systems; and increase focus in EV charging and robotics.
In India, particularly, the company wishes to bring ‘LG Signature OLED M’ – world’s first wireless TV, which operates through a ‘Zero Connect Box’. The box supports a range of connectivity options including HDMI 2.1, USB, RF, LAN and Bluetooth – making it easy to connect various devices.
To ensure the seamless transmission of image and sound, the box identifies the optimal transmission path and has an adjustable antenna that can be positioned according to the screen’s location.
Meanwhile, LG Electronics has a target of achieving a 7% annual growth rate in revenue, 7% operating profit ratio, and enterprise value (EBITDA multiple) of more than 7 times, by 2030, the company executives said.
In 2023, LG Electronics had an operating profit of $25.7 billion, and total revenue of around $63.3 billion. The current market value of the company is $13.5 billion.
(The writer is in Seoul at the invitation of LG Electronics)
