Samsung Display announced on the 8th that it will be the only global panel manufacturer to participate in the world's largest mobility exhibition, 'IAA Mobility 2025', held in Munich, Germany, from the 9th to the 14th (local time), showcasing a wide range of automotive organic light-emitting diode (OLED) solutions.
At this exhibition, Samsung Display will present a new 'digital cockpit' demo (prototype) for future autonomous vehicles.
Various forms of OLED displays are placed wherever the driver's and passenger's eyes and hands can reach, and in particular, the 10.25-inch moving cluster display installed in front of the driver's seat is designed to serve as an instrument panel while driving and can be hidden underneath the dashboard when stopped.
A 34-inch large 'CID to PID' display, integrating two products of 14.5 inches and 13.8 inches through multi-lamination technology, is positioned at the front of the passenger seat.
The OLED mounted in the PID applies Samsung Display's patented Flex Magic Pixel (FMP), a technology that adjusts pixels to prevent visibility for the person next to the viewer.
A Samsung Display official noted, "When watching video from the passenger seat, it can completely block the driver's line of sight, fundamentally eliminating driving distractions," and said, "When combined with AI technology, the vehicle can automatically operate the FMP function by recognizing autonomous and regular driving conditions."
In the center fascia between the driver and passenger seats, a 14.4-inch 'Flexible L' display showcasing the curved design advantage of flexible OLED will be exhibited.
This year, Samsung Display will introduce the automotive OLED brand 'DRIVE™' (Drive) for the first time by installing a large screen consisting of three 65-inch OLEDs at the entrance of its exhibition booth.
The company expressed its commitment to fostering the automotive business and strengthening customer promotions based on five differentiated OLED technologies: design differentiation, robust reliability, intelligent safety technology, high-quality picture quality, and expandable displays.
To enhance customer responsiveness, the 'Rigid OLED-based OTS solution,' which platforms technology, materials, and components, will also be unveiled for the first time.
Seven standardized models of rigid OLED products ranging in size from a minimum of 7 inches to a maximum of 17 inches will be presented, allowing customers to select and combine products according to their needs, thus shortening the product planning and development process while also reducing expenses.
Additionally, the company will showcase the 'Upgrade to OLED' concept, created in collaboration with French automotive designer and artist Alban Lehaire, highlighting the design and differentiated picture quality performance of automotive OLED through renderings of the interior design of future autonomous vehicles, including foldable and stretchable concepts.
Joo Hyung Lee, vice president and head of Samsung Display's small and medium business division, said, "OLED is the most suitable display as a digital platform for future mobility that is evolving into software-defined vehicles (SDV)," and added, "We will introduce the new brand to global customers and maintain a leading position in the automotive OLED field based on our unrivaled manufacturing competitiveness."