Samsung Electronics has taken a bold step in the automotive world, marking a new era for both South Korea’s tech industry and the global electric vehicle (EV) market. The company has begun supplying advanced semiconductors for BMW’s next-generation electric cars, a move that not only strengthens Samsung’s foothold in the mobility sector but also signals the intensifying race among technology giants to power the cars of tomorrow. At the same time, Hyundai Motor Group, another South Korean powerhouse, has made headlines with a sweeping leadership shake-up, appointing Manfred Harrer—a veteran of Porsche and BMW—as its new president and chief of research and development. These parallel stories reveal a dynamic shift in the automotive landscape, where innovation and partnerships are reshaping the future of driving.
According to the Korea JoongAng Daily, Samsung Electronics’ System LSI Division has begun supplying its Exynos Auto V720 in-vehicle infotainment (IVI) chip to BMW’s new iX3 model. The iX3, a midsize electric sport utility vehicle, is the first mass-produced car built on BMW’s cutting-edge Neue Klasse electrification platform. Unveiled at the IAA 2025 motor show in Munich this past September, the iX3 is set to launch in the Korean market in the second half of 2026.
IVI semiconductors like the Exynos Auto V720 are often described as the “brain” of a modern vehicle. They provide drivers with real-time information, support high-definition multimedia playback, and even enable high-performance gaming on the go. For BMW, integrating Samsung’s technology means offering a smarter, more connected driving experience—a crucial selling point as the competition in the EV market heats up.
But Samsung isn’t stopping with just one model. Industry insiders expect the company’s latest processor, the Exynos Auto V920, to be adopted for BMW’s next-generation 7 Series. This signals Samsung’s intention to expand its chip supplies across BMW’s entire next-generation lineup, solidifying a partnership that could shape the future of luxury electric vehicles.
The deal with BMW is the latest in a string of high-profile automotive partnerships for Samsung. The company previously added Audi to its automotive customer base in 2019 and Volkswagen in 2021, demonstrating a steady and strategic expansion into the automotive electronics market. As the demand for EVs and autonomous vehicles grows, so does the need for semiconductors—an area where Samsung’s expertise is proving invaluable. According to the Electronics and Telecommunications Research Institute, conventional internal combustion engine vehicles use an average of 200 to 300 semiconductors, while electric vehicles require around 1,000. The numbers are even more staggering for autonomous vehicles, which may demand over 2,000 chips each.
Chairman Lee Jae-yong, the driving force behind Samsung’s automotive ambitions, has been personally involved in forging these global partnerships. In March 2025, Lee visited the headquarters of BYD—the world’s largest EV maker—in Shenzhen, China, where he met with BYD Chairman Wang Chuanfu to discuss potential collaboration. Just a few months later, in November 2025, Lee hosted Mercedes-Benz CEO Ola Källenius at Samsung Group’s guesthouse in Seoul to further strengthen ties in the mobility sector.
These moves are part of Samsung’s broader strategy to identify the mobility sector as a key future growth engine. The company is backing this vision with significant investments and decisive acquisitions. On December 23, 2025, Harman—a Samsung subsidiary—announced it would acquire the advanced driver assistance system (ADAS) business of German automotive supplier ZF Friedrichshafen for about 2.6 trillion won ($1.8 billion). This acquisition marks Samsung’s largest automotive electronics purchase in eight years, following its acquisition of Harman itself in 2017.
Young Sohn, chairman of Harman’s board, emphasized the significance of the deal, stating, “This acquisition reinforces Harman’s leadership in the industry’s transformation and underscores Samsung’s long-term commitment to the future of mobility.” With ADAS technologies becoming increasingly important for both safety and autonomous driving, Samsung’s move positions it as a major player in the next generation of automotive innovation.
Meanwhile, the South Korean automotive sector is undergoing its own transformation. As reported by Korea Economic Daily, Hyundai Motor Group has appointed Manfred Harrer as its new president and chief of research and development. Harrer, who brings a wealth of experience from Porsche and BMW, is now tasked with leading Hyundai’s efforts to stay at the forefront of hardware and software development. This leadership reshuffle—the boldest in Hyundai’s recent history—signals the company’s determination to compete with global rivals and accelerate its own EV and autonomous vehicle programs.
Harrer’s appointment is seen by industry analysts as a strategic move to infuse Hyundai with fresh ideas and global expertise. As the lines between traditional automakers and tech companies continue to blur, having a leader with deep roots in both German engineering and high-performance vehicle development could give Hyundai a unique edge. The company’s decision to replace the heads of hardware and software development reflects a recognition that innovation is not just about building better engines, but about mastering the complex interplay of electronics, connectivity, and artificial intelligence that define the cars of the future.
The convergence of these stories—Samsung’s aggressive expansion into automotive electronics and Hyundai’s leadership overhaul—highlights the shifting balance of power in the global car industry. No longer is the sector dominated solely by established automakers. Technology companies like Samsung are now essential partners, providing the brains and connectivity that make modern vehicles possible. For South Korea, this represents a remarkable evolution: from a manufacturing powerhouse to a leader in the digital transformation of mobility.
For consumers, these changes promise a new era of driving. Imagine stepping into a car where your infotainment system is as smart and responsive as your smartphone, where safety features anticipate hazards before you even see them, and where the boundaries between driving and digital living blur seamlessly. That’s the vision Samsung, BMW, and Hyundai are working toward—one powered by next-generation semiconductors, world-class engineering, and a willingness to embrace bold new ideas.
As the automotive world races toward an electrified, autonomous future, the partnerships and leadership decisions made today will shape the road ahead for years to come. With Samsung and Hyundai leading the charge from South Korea, the global car industry may never look the same again.
