On the 9th (local time), at IAA 2025, Europe's largest mobility show that officially opened in Munich, Germany, not only complete vehicles from Hyundai Motor, BMW, and Mercedes-Benz but also a host of cutting-edge IT innovations in semiconductors and in-vehicle electronics made their debut. In particular, Qualcomm, which has long partnered with BMW, as well as Germany's Fraunhofer and Bosch, showcased advanced solutions that fuse cutting-edge semiconductor and sensor technologies with artificial intelligence (AI). In addition, Korea's Samsung Display unveiled vehicle-specialized "stretchable" displays and a moving-type instrument panel.
At this IAA, Qualcomm exhibited the Snapdragon Ride Pilot, an autonomous driving system developed over three years with more than 1,400 people in collaboration with BMW. The new Snapdragon platform installed in the BMW iX3 supports functions that change lanes or overtake when the driver simply gazes at the mirror or slightly moves the steering wheel. On approved roads, hands-free driving is effectively possible, and an AI-powered parking assist that detects parking spaces has also been introduced.
On site, vehicle-to-everything (V2X) communication was demonstrated. Through V2X communication, vehicles can see and hear beyond the field of view of ADAS (advanced driver assistance system) sensors, enabling them to communicate directly with surrounding environments such as road infrastructure, pedestrians, and other vehicles to detect invisible hazards and reduce the likelihood of collisions.
At this IAA, Bosch exhibited a radar system-on-chip (SoC) solution for ADAS along with an ultra–low-power tire pressure sensor that was selected as the top product at this year's Best Sensor Award.
Fraunhofer organized its booth under the theme "The Hearing Car." Based on AI, it recognizes surrounding sounds—such as bicycles, bells, children's voices, and sirens—and reflects them in autonomous driving functions. It also supports driver condition and health monitoring. Inside the vehicle, short-range radar sensors collect the driver's biometric data—breathing, heartbeat, and movement—to assess and notify whether the state is optimal.
Samsung Display, the only one among display corporations to set up a pavilion, unveiled a new digital cockpit demo for future autonomous vehicle concepts. The 10.25-inch moving cluster display installed in front of the driver serves as an instrument panel while driving and is designed to be tucked under the dashboard when stopped.
It also revealed a variety of next-generation form factors (device forms), including a slidable that extends upward, a rollable that is stored inside and then unrolls, a stretchable whose panel expands to express three-dimensional terrain, and a foldable that can bend in both directions.
A Samsung Display official said, "In the case of in-vehicle displays, bright and clear organic light-emitting diode (OLED) panels are becoming the standard for premium vehicles," and added, "Because safety is important and various AI functions are being applied, customer demand is high for OLEDs with high visibility and fast response speeds."