Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
Korea, Japan vie for global EV leadership at CES
Crowds wait at the entrance before the opening of CES 2023 at the Las Vegas Convention Center, Thursday. Korea Times photo by Baek Byung-yeul
By Baek Byung-yeul
By Baek Byung-yeul
LAS VEGAS ― Samsung Electronics, LG Display, Hyundai Mobis and other Korean companies are showcasing their electric vehicle (EV)-related technologies at the Consumer Electronics Show (CES), which started Thursday, taking the business as their next growth item.
At the same time, Japanese IT giants are also boasting their EV technologies at the tech show. Sony wowed visitors with its prototype EV Afeela, developed jointly with Japanese car giant Honda, and Panasonic showcased its in-vehicle infotainment system for EVs.
Sony and Honda's prototype electric vehicle Afeela is displayed at Sony's CES booth in Las Vegas, Thursday. Korea Times photo by Baek Byung-yeul
Sony announced the Afeela EV, which is expected to debut in the U.S. market in spring 2026. The prototype model gained much attention at the CES with its stylish design, gaming capabilities and sensing technology as it is equipped with 45 cameras and sensors inside and outside the car.
In addition, the EV has a media bar on its front between the headlights, allowing users to display personalized messages.
EV battery maker Panasonic also introduced its upgraded SkipGen in-vehicle infotainment system, giving drivers access to Apple CarPlay and Amazon's Alexa simultaneously.
Experts presumed that Japanese companies' technologies will have an impact on EV-related businesses as they have IT and automotive technologies that cannot be underestimated.
“I took a look at Sony's EV Afeela. I thought it would be a fun experience to enjoy Sony's PlayStation games through multi-display in the vehicle and the rotary dial in the center console will help users experience a new lifestyle when the car is at a stop,” Son Ki-hwan, vice president of Automotive Display Marketing and Product Strategy at LG Display, said when asked about the competence of Japan's EV-related companies.
“By combining Sony's sensing and entertainment technologies with Honda's EV technology, I thought that a fairly competitive product could come out.”
Visitors listen to an explanation of Samsung Electronics' SmartThings smart home technology at the company's CES booth in Las Vegas, Thursday. Courtesy of Samsung Electronics
Korean companies also stressed their own EV technological prowess at this year's tech show.
Harman, an affiliate of Samsung Electronics, unveiled six new advanced in-vehicle cockpit technologies such as the Ready Care driver monitoring system that detects stress, distraction or drowsiness in the driver.
A model poses in a full self-driving concept car outfitted with LG Display's in-vehicle displays at the company's CES booth in Las Vegas, Thursday. Courtesy of LG Display
LG Display also introduced various kinds of OLEDs and LCDs that can be used inside vehicles. The company said its displays are large, low-power and ultra-bright, fit for increasing in-vehicle display markets.
The company said it will further expand the technology gap with rivals by unveiling the industry's first 18-inch “slidable” OLED that can expand the screen size.
Kim Byeong-koo, head of the company's Auto Business Group, said the company “has been aggressively fostering the automotive display market, and orders for automotive displays last year grew 40 percent from the end of 2021.”
Visitors look at LG Electronics' OLED Horizon media installation made with 260 OLED Flexible Signage displays at the company's CES booth in Las Vegas, Thursday. Courtesy of LG Electronics
Hyundai Mobis, an auto parts unit of Hyundai Motor Group, announced an integrated mobility platform that can meet every need for users of the emerging electrification-based autonomous vehicle.
This year's CES shed light on new technologies from not only IT but also digital healthcare, artificial intelligence (AI) and others. But what stands out most is the mobility sector, as the West Hall of the Las Vegas Convention Center featuring mobility companies was crowded with visitors to see new EVs and various parts.