BMW Chairman Closely Connected to Lee Jae-yong Applauds Samsung Automotive Technology at CES (Comprehensive)

Harman Collaboration 'ReadyCare' and 'ReadyTune' Demonstration Followed by "Curious if Implementation is Possible"
Met Chairman Lee Twice Last Year... Steady Electric Vehicle Collaboration 'Connection'

[Las Vegas=Asia Economy reporters Park Sun-mi and Moon Chae-seok] Oliver Zipse, BMW Chairman, visited the Samsung Electronics booth at CES 2023 on the 5th (local time) and showed great interest in Samsung Electronics' automotive technology.

Chairman Zipse visited the Samsung Electronics booth set up at the Las Vegas Convention Center (LVCC) in the afternoon. Han Jong-hee, Vice Chairman of Samsung Electronics, Choi Yoon-ho, President of Samsung SDI, and Lee Young-hee, President of Samsung Electronics DX Division, also attended.

Chairman Zipse nodded in the Sustainability Zone and impressedly experienced the exhibits by reaching out to touch them. In the Calm Onboarding Zone, which emphasized connectivity, he responded, "Very interesting. Wonderful."

During the Home Car demonstration, he actively experienced it by getting into the driver's seat himself. After the demonstration of 'ReadyCare' and 'ReadyTune,' technologies born from the collaboration between Samsung Electronics and its automotive subsidiary Harman, he said, "I was impressed," and added, "I am curious whether these services are feasible." He also said, "I focused on the onboarding experience," expressing regret, "I wanted to see it longer, but I had to leave for the next schedule."

Regarding the keynote press conference held by Vice Chairman Han Jong-hee the day before, he also left the impression, "It was very impressive." He said, "I know that electric vehicles must be combined with future digital experiences," and added, "It is important not only digitally but also to bring that into the physical world. That seemed to be the message."

Chairman Zipse's visit to the Samsung booth at CES draws attention due to the deep relationship between him and Samsung Electronics Chairman Lee Jae-yong. Samsung and BMW have announced a joint electric vehicle development project since 2009 and have cooperated mainly on electric vehicle batteries.

They met twice last year alone. In June last year, Chairman Lee visited Chairman Zipse during a business trip to Europe. On the 17th of last month, Chairman Lee and Chairman Zipse, along with key BMW executives, met at the BMW Driving Center in Yeongjongdo, Incheon.

At the Yeongjongdo meeting, they agreed to strengthen cooperation between the two companies, including Samsung SDI's premium lithium-ion battery P5 (Gen5) installed in BMW electric vehicles. On that day, Samsung received 10 units of BMW's new i7 and decided to use them as official vehicles for subsidiary representatives.

At the Yeongjongdo meeting, Chairman Lee said, "I am very pleased to be able to work with BMW," and mentioned, "Let's continue to strengthen cooperation between the two companies." Chairman Zipse also said, "Samsung is one of the very important partners in the electrification business, and it is very symbolic that Samsung executives are with the new BMW i7, which embodies our latest technology."