LG has unveiled an exciting vision of the future for autonomous vehicles (AVs), all centered around giving users more “me time” while on the road.
Picture this: You’ve had a long, stressful day at work, and instead of rushing into the dinner prep or household chores, you choose to unwind in your car for a bit.
In this scenario, you recline your seat, immersing yourself in the soothing sounds of nature while receiving a warm massage. Alternatively, you might opt for a counseling session with the onboard artificial intelligence (AI) system to help you relax and clear your mind after a hectic day.
Compared to your daily commute, spent in stop-and-start traffic, this concept might seem like a distant dream. However, it’s just one of the futuristic visions proposed by South Korean electronics giant LG for autonomous driving.
Currently, AV technology primarily focuses on making cars move and navigate autonomously, with the passenger experience often taking a backseat. However, LG is shifting its focus toward enhancing the sensory aspects of future autonomous vehicle interiors. The company believes it’s time to emphasize AV opportunities to improve the driving experience.
William Cho, LG’s CEO, expressed this viewpoint during an event at IAA Mobility in Munich, one of the largest trade fairs of its kind worldwide. He pointed out that despite numerous discussions about the future of mobility and the role of cars, the exact transformation remains unclear.
Cho highlighted the dramatic evolution of the mobility industry and the need to view mobility from a customer experience perspective. LG’s ambition is to redefine the car, transforming it from a mere mode of transportation into a “personalized digital cave” for its occupants.
While billions have been invested in developing technology for AI-controlled robot vehicles, existing prototypes still require human intervention. In the United States, AVs adhere to standards set by SAE International, ranging from level 0 (no automation) to level 5 (full vehicle autonomy in all conditions and locations).
For instance, Tesla’s Autopilot, offering partial automation, falls under level 2. More advanced systems, like Enhanced Autopilot and Full Self-Driving Capacity, include features for parking assistance and vehicle summoning.
Mercedes-Benz achieved Level 3 approval for its Drive Pilot system this summer, marking a significant milestone in commercial vehicle automation. Level 3 vehicles can handle most driving situations but require driver input to avoid potential hazards.
Meanwhile, Cruise and Waymo recently received licenses to expand their fleets of self-driving taxis in California, operating at level 4 autonomy. These vehicles use a combination of cameras, sensors, machine learning, and AI to navigate predefined areas, with remote human operators available in case of difficulties.
Challenges do arise, though. Cruise was asked to reduce its fleet just ten days after receiving its latest license due to a series of accidents, including one involving a fire engine. According to data from the US National Highway Traffic Safety Administration (NHTSA), self-driving Tesla vehicles have been involved in 736 crashes in the US since 2019, resulting in 17 known fatalities.
Despite advancements and significant investments in autonomous research and development, a level 5 fully autonomous vehicle accessible to the public seems distant. However, Cho believes that the shift to autonomous driving will be accelerated by vehicle electrification, turning them into highly advanced electronic devices.
LG’s vision for these mobile experiences is currently a concept, but it centers around three core themes collectively known as “Alpha-able”: Transformable, Explorable, and Relaxable.
For “Transformable,” LG envisions cars as “personalized digital caves” that can quickly adapt for various purposes, from dining with your partner to a mobile office or even a cinema on wheels.
In the “Explorable” theme, LG plans to incorporate augmented reality (AR) and advanced AI to enhance vehicle interactions. This could include voice assistants recommending content based on your route, or interactive OLED displays providing location and journey information.
And, of course, the “Relaxable” aspect focuses on a serene driving experience, with sensory stimuli like films, massages, and calming music available through the car’s infotainment system.
While level 5 AVs are still in the future, LG is already working on the necessary technology to achieve its goals. It includes establishing a new factory in Hungary in partnership with Magna International to produce electric powertrains for electric vehicles.
In conclusion, LG is committed to reshaping the future of mobility, emphasizing customer experience, and revolutionizing how we perceive and use vehicles.
