IFA D-2... Samsung and LG Unveil Numerous New Products Despite COVID-19 Challenges

LG Electronics IFA 3D Virtual Exhibition Hall

[Asia Economy Reporter Changhwan Lee] The opening of IFA 2020, Europe's largest home appliance exhibition, is just two days away. Leading Korean companies such as LG Electronics, Samsung Electronics, and Hyundai Motor Company have announced fierce competition by holding various events and unveiling new products in Europe around the opening.

On the 1st, ahead of the IFA 2020 opening, LG Electronics launched a 3D virtual exhibition hall under the slogan "LG's Innovation Experienced in a New Space." Unlike previous years, when new products were unveiled at offline exhibition halls attracting visitors, this year the exhibition was replaced by a virtual hall due to the impact of the novel coronavirus (COVID-19).

The virtual exhibition hall features an entrance that reflects the local Berlin day and night according to the visitor's access time, and the entire exhibition space is designed to be identical to the real one. Visitors can experience LG Electronics' latest OLED TVs, refrigerators, washing machines, dryers, and CineBeam projectors in the exhibition hall.

At the online press conference held on the opening day, the 3rd, LG Electronics President and Chief Technology Officer (CTO) Park Il-pyung will be the speaker. President Park will introduce LG Electronics' innovative home appliances and technologies such as artificial intelligence (AI) under the theme "Good Life Starts at Home."

Samsung Electronics Online Conference 'Life Unstoppable' Poster

Samsung Electronics will not participate in IFA 2020 due to COVID-19 concerns. However, before the event, the European local subsidiary will hold a 45-minute online event on the 2nd under the theme "Life Does Not Stop."

In an era where non-face-to-face has become the norm due to COVID-19, Samsung Electronics' home appliances connecting the outside world and homes, called "Connected Lifestyle," is the concept of this event.

Samsung Electronics is expected to unveil a new projector product, "The Premiere," for the first time in nine years at this event. It is a product that realizes 4K high resolution and a super-large screen over 100 inches at home, targeting the increasing demand for "home cinema" due to COVID-19. In addition, Samsung Electronics will introduce the latest TVs, "Grande AI" washing machines and dryers, and customized "Bespoke" refrigerators to the European market.

Hyundai Motor Company is also attracting attention by participating in IFA for the first time this year. Michael Cole, Head of Hyundai Motor Europe, will hold a press conference at IFA 2020 on the 4th to present future mobility strategies and introduce the next-generation electric vehicle brand Ioniq.

Hyundai Motor Company unveiled the electric vehicle brand Ioniq based on the dedicated platform (e-GMP) on the 10th of last month. Starting with the Ioniq 5, which will be released in April next year, Hyundai plans to launch three Ioniq models by 2024. At IFA 2020, Hyundai is expected to focus on unveiling future cars such as hydrogen and electric vehicles and introducing new technologies.

Meanwhile, IFA 2020 is expected to focus on 5G mobile communications, the Internet of Things (IoT), and mobility. The opening keynote on the first day will be delivered by Cristiano Amon, President of Qualcomm. He is expected to present Qualcomm's vision and strategy centered on 5G.

However, this year's IFA event will be held on a much smaller scale compared to last year due to the impact of COVID-19. According to the industry, this year's IFA has been reduced to about half the size compared to last year's participation of approximately 1,800 companies and organizations.

This content was produced with the assistance of AI translation services.