LGES Announces New ‘B.around’ Brand for EV Battery Management Offerings

LG Energy Solution (LGES), one of the world’s largest battery manufacturers, has announced a new global brand, B.around, for “battery management total solution (BMTS)” services. The company, which split from petrochemical and life sciences company LG Chem in 2020, supplies batteries to and works with General Motors, Hyundai, Toyota, Honda, Tesla, Ford, Renault, Audi and Volvo, among other automobile manufacturers, and was ranked second globally for EV battery sales and market share in 2024 by SNE Research.

The company will use its new B.around brand, along with the slogan “Be Around Your Side”, to promote its next-generation EV platforms including hardware, software and diagnostic services to customers within the automotive industry. In a statement, LGES says that its new BMTS offerings will encompass safety technology that can preemptively warn users of unusual thermal events, as well as diagnostics to help optimise the lifecycle of a battery and predict its future capacity. The company aims to differentiate itself by applying safety and optimisation intelligence to standard diagnostics such as voltage, current, and temperature which it says are currently fragmented with current battery management systems. 

The BMTS hardware will include SoC and cloud computing resources for software-defined vehicle (SDV) platforms, thanks to relationships with partners such as Qualcomm. AI technology is also being developed. The company says its decade-plus history as an EV battery supplier to leading global brands has given it unique insights and data to leverage. LGES says it has disassembled over 1,30,000 battery cells and 1,000 modules to study and develop its offerings.

Battery-as-a-service (BaaS) is also a growing business for the company, and will be offered to automobile manufacturers under the new B.around brand. The publicly listed company plans to explore opportunities beyond jut battery manufacturing.