Samsung Electronics and Sony Face Off Again in the Next-Generation Mobility Market 'Korea-Japan Battle'

Samsung Electronics and Sony are set to engage in a new “Korea-Japan showdown” at the world’s largest electronics and IT exhibition, CES 2025, which opened on the 7th (local time). This time, they will compete in the “next-generation mobility” market.

CES 2025 booth showcasing the 'Vehicle SmartThings' technology developed by Samsung Electronics in collaboration with Hyundai Motor Company. Photo by Samsung Electronics

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The competition between Samsung and Sony is intensifying again with the advent of the artificial intelligence (AI) era. Both companies have started to focus on the mobility market as they explore new business areas.

At CES 2025, Samsung and Sony showcased their “in-vehicle processing” technologies. Samsung, in collaboration with Hyundai Motor Group, broadly introduced its “Vehicle SmartThings” technology. SmartThings is an Internet of Things (IoT) platform technology that connects various devices within a home. Samsung has adapted this technology for vehicles to provide a new lifestyle experience inside the car. Vehicle SmartThings enables functions such as “SmartThings Find” to locate the vehicle and allows users to check the vehicle’s status and remotely control it via SmartThings before boarding. Additionally, through the vehicle infotainment system, users can remotely control home appliances or receive motion detection alerts and view real-time footage from home cameras.

Sony unveiled its new cutting-edge system, “PXO Akira,” for the first time at CES 2025. PXO Akira combines advanced robotic camera cranes, customized motion platforms, LED volume technology, and integrated digital twin tools to enhance safety and reduce costs.

However, there is a significant difference in the purpose of Samsung’s and Sony’s in-vehicle technologies. Samsung’s Vehicle SmartThings focuses on enabling various tasks inside the car, while Sony’s PXO Akira aims to revolutionize vehicle filming methods, emphasizing entertainment aspects.

Samsung and Sony have strong allies supporting their mobility challenges. Samsung has been collaborating with Hyundai Motor Group for a year on “Home-to-Car” and “Car-to-Home” services.

Sony's in-vehicle processing system 'PXO Akira'. Photo by Sony

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Sony, in partnership with Honda, established “Sony Honda Mobility” and has embarked on a new challenge in the electric vehicle sector. At CES 2025, they unveiled the electric vehicle “Afeela 1,” which is scheduled for orders starting this year. The Afeela 1 is equipped with a driver assistance system consisting of 45 sensors for autonomous driving and features electric motors on both the front and rear wheels, delivering a maximum output of 483 horsepower. It includes a 91kWh lithium-ion battery and supports 150 kW DC fast charging. When fully charged, the maximum driving range is expected to be approximately 482 km according to the U.S. Environmental Protection Agency (EPA) standards.

The focus is on whether Samsung and Sony will face off directly in the directions they each pursue. Samsung demonstrates its capabilities in electronics and semiconductor businesses, standing shoulder to shoulder with global big tech companies, while Sony is striving to regain its former glory by succeeding in the entertainment business. On December 11 last year, Sony’s stock price reached 3,398 yen during trading, marking the highest level in 25 years. The previous peak was 3,390 yen reached in March 2020. Its market capitalization also exceeded 20 trillion yen (approximately 184 trillion won), ranking third among Japanese companies.

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