The line between the consumer electronics and automotive markets is beginning to blur - at least from the suppliers' point of view - and an increasing number of car manufacturers now rely on various consumer electronics companies for acquiring certain components. From South Korea, both Samsung Electronics and LG Group have gained an interest in the automotive electronics business, and according to a recent report from their homeland, both companies will be present at the next North American International Auto Show (NAIAS) in Detroit next year, where they will showcase their products and compete for market presence.
While both Samsung and LG seem to share common goals in regards to winning over the automotive market, it becomes more and more obvious that each company has a different approach on how to achieve its target. As far as Samsung Electronics is concerned, the giant will reportedly be present at NAIAS starting January 8, 2017, where it plans to showcase its product and infotainment solutions at Harman’s booth. Apparently, Samsung Electronics intends to use HARMAN's booth in order to show a synergy between the two brands and their products, as opposed to having a dedicated booth of its own. For readers who may have missed this particular development, last month Samsung Electronics confirmed the purchase of HARMAN for the sum of $8 billion. However, reports say that Samsung SDI – the branch responsible for developing energy storage systems and renewable energy –will have its own booth at the North American International Auto Show in order to attempt and expand its customer base in the automotive market. So far, Samsung SDI supplies batteries to numerous automakers including BMW, Bentley, Chrysler, Jaguar Land Rover, Mahindra, and Volkswagen. 2017 will be the fourth consecutive year for Samsung SDI to attend NAIAS.
As for LG Group, the conglomerate will apparently have a different approach at the car show. Reportedly, the company’s subsidiaries - including LG Electronics, LG Chem, LG Display, LG Innotek, and LG Hausys – will have a private showroom where the company plans to demonstrate a variety of electronic components for the automotive industry, ranging from lithium batteries, infotainment systems, and heads-up displays to automotive designs and powertrains. However, unlike Samsung Electronics, LG Group’s showroom will be open only to its customers. The North American International Auto Show will take place next year from January 8 to 22nd.