Strengthening autonomous driving business identity with intuitive, global brand name Expanding operations by running autonomous shuttles in key locations like Jeju, Gangneung, and Sejong Participation in Japan Mobility Show and high-speed driving permits acknowledge technological competitiveness
Image of an autonomous shuttle branded ‘MUVU’.
Lotte Innovate announced on the 1st that it has unveiled the autonomous shuttle-exclusive brand ‘MUVU’ and completed trademark registration to establish a distinct identity for its autonomous driving business and to lead the future mobility market. ‘MUVU’ stands for ‘Move Us to Valuable Utopia,’ symbolizing an ideal mobility environment that transcends the limits of movement, offering new values and experiences.
Lotte Innovate has unified advanced technology and customer-centric services, which are core competencies of the autonomous driving era, under an intuitive and internationally applicable brand name. This represents the overall future mobility experience, including free movement, seamless connectivity, and new value creation.
The brand design incorporates distinctive elements. Inspired by roads and shuttle bus routes used by autonomous vehicles, the logo features curves that visually integrate various mobility services into everyday spaces, emphasizing flexibility. This highlights that customers can easily and familiarly embrace advanced autonomous driving services without complex explanations.
Lotte Innovate has expanded its business by operating autonomous shuttles in major tourist destinations such as Jeju’s ‘IlchulbongGo!’ tourism route bus, as well as in Gangneung, Suncheon, Gyeongju, Gunsan, and the Sejong and Chungnam Naepo areas. The company participated in the ‘2025 Japan Mobility Show’ in Japan to showcase its autonomous driving solutions and received recognition for its technology, including obtaining the first-ever permit for a Type B vehicle to operate at 40 km/h in October last year.
A Lotte Innovate representative stated, “MUVU will become a symbol encompassing overall mobility innovation beyond a mere autonomous shuttle brand. We will continue to propose new modes of transportation based on advanced technology and customer experience-focused services.” Lotte Innovate plans to gradually expand its portfolio of future mobility services, including autonomous shuttles, under the ‘MUVU’ brand.
Kim Sang-jun
AI-translated with ChatGPT. Provided as is; original Korean text prevails.
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