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LG changes gears at CES and reveals its new Advanced Driver Assistance System to auto makers

LG might be best known for home entertainment products but at this year’s Consumer Electronics Show in Las Vegas, the company is switching gears and introducing a new cross platform Advanced Driver Assistance System that includes automated driving.

The system was developed by LG in collaboration with Magna, a global mobility tech company, and is designed to deliver automated driving capabilities and in-vehicle infotainment technology.

LG will provide private demonstrations for auto manufacturers during this year’s CES trade show.

LG and Magna have managed to integrate the cross domain cockpit computing system into a single System on Chip (SoC) to offer more flexibility and cost effectiveness for OEM’s.

The system has been designed using fewer electronic control units and takes up much less space within the vehicle.

LG says this solution is scalable and is perfect fit as the industry moved towards the Software Defined Vehicle (SDV) and the consolidation of its electrical/electronic architecture.

Among the new experiences the system can provide are a dedicated human machine interface to offer more natural and intuitive interactions while using advanced automotive displays, digital clusters, augmented reality heads up displays and visualisation software.

And the system can also be customised to meet different car manufacturers integrated communications and system needs.

It is expected 2027 model year vehicles will be the first to run LG’s advanced in-vehicle technology.

“We are extremely pleased with the progress we have made on this future mobility technology,” said Eun Seok-hyun, president of LG Vehicle component Solutions Company. “LG and Magna’s joint efforts will help push the industry forward, facilitating the rapid adoption of crucial technologies that elevate driving safety and the on-road experience.”

* Stephen Fenech travelled to Las Vegas with support from Samsung, LG and Hisense.