LG Display and Samsung Display showcased advanced OLED solutions for automobiles, showing their strong will to increase their market share in the automotive display market, which is dominated by China and Taiwan, by expanding the OLED sector.

Samsung Display and LG Display participated in the 2023 Korea Display Industry Exhibition (K-Display 2023) held at COEX in Samseong-dong, Seoul from the 16th to the 18th.

At this exhibition, both companies showcased cutting-edge OLED technology, and among them, products aimed at conquering the vehicle display market, which is becoming increasingly digitalized along with the recent spread of electric vehicles, stood out.

■ Samsung, large OLED solution with bendable and slideable technology
Samsung Display unveiled its ‘New Digital Cockpit’, an OLED solution for future automobiles that made its debut at CES 2023 and attracted much attention.

The new digital cockpit with 34-inch and 15.6-inch multi-screen solutions is In the case of OLED, it is equipped with bendable technology that allows the left and right sides of the screen to bend, providing the optimal viewing distance suitable for the driver, and can be used as an entertainment screen in autonomous driving mode.

Additionally, a slider-type RSE (Rear Seat Entertainment) display is installed for second-row passengers to enhance user convenience.

Samsung Electronics said, “Samsung OLED technology presents a new concept for automotive displays, allowing cars to move beyond being a simple means of transportation and provide users with valuable time.”

■ LG introduces ATO, a new product with reasonable price range to expand supply
LG Display presented a self-driving concept car equipped with displays throughout the vehicle, suggesting the direction of mobility innovation.

A '34-inch extra-large P-OLED' is installed on the dashboard to provide various information such as the instrument panel and navigation, and a 12-inch P-OLED-based display with a flexible curve design is also installed on the center fascia and rear seats.

In addition, various vehicle display solutions were introduced through video, including a reasonably priced new product 'ATO (Advanced Thin OLED)' using a glass substrate to expand the supply of OLED for vehicles, and a new technology for viewing angle control for safe driving, 'SPM (Switchable Privacy Mode).'

LG Display is leading the Tandem OLE in the automotive display sector.Based on differentiated technological competitiveness encompassing D and high-end LCD, we are focusing on expanding sales and orders, thereby strengthening our position as the world's number one company.

Tandem OLED stacks two layers of organic light-emitting layers, providing superior durability, including high brightness and long lifespan, compared to a single-layer display.

Starting this year, we are widening the technological gap by starting mass production of the '2nd generation tandem OLED' that improves the efficiency of organic light-emitting diodes and increases brightness (screen brightness) and lifespan.

P-OLED (plastic OLED), which combines tandem OLEDs on a plastic substrate, is thin, light, and bendable, allowing for design differentiation. It also consumes 60% less power and weighs 80% less than LCD, making it ideal for the era of electric vehicles.

■ The automotive display market dominated by China and Taiwan must aim to expand the market with advanced OLED technology

Although our companies are ahead in terms of technology in the advanced display field, they are struggling in the automotive display field, behind China and Taiwan.

According to the Korea Display Industry Association, LCDs account for 97.2% of the vehicle display market, of which China ranks first with a 38.4% share, followed by Taiwan with 33.7% and Japan with 14.8%. On the other hand, our country ranks 4th with 13.1%.
On the other hand, in the case of OLED, where our country has shown strength in terms of technology, the market share is dominant at 97.2%, but the overall market size of automobile displays is still small at about 2.8%.

However, the automotive OLED sector is expected to continue to expand in line with the spread of electric vehicles, advanced automobile strategies, and the introduction of autonomous driving, and its share is expected to increase from the current 2.8% to 17.2% in 2027.

In particular, automotive displays are receiving attention as a future growth engine for displays, as while the current main display markets, such as smartphones, are stagnant in terms of area expansion, vehicle displays are continuing to expand in area.

In addition, while smartphones face fierce price competition, vehicle displays can maintain high prices and, unlike smartphones with a fast replacement cycle, can be supplied for a long period of at least five years if applied to one vehicle model.

OLED is expected to be widely adopted by car manufacturers in the future.This is because it is 87% thinner and 75% lighter than vehicle LCDs.

It also has the advantages of high contrast ratio, reducing eye fatigue, and quick response in cold weather.

In addition, experts predict that the adoption of long displays larger than 10 inches will become widespread, the peripheral areas will evolve from the existing angular shapes to various shapes such as circles and ovals, and the adoption of flexible curves and bendable OLEDs will increase.

Industry insiders stated that in order to increase market share and expand the automotive display market, it is important to preempt and defend the automotive OLED market, and that strategies, investments, and government support are needed to compete with Chinese and Taiwanese companies.