Samsung Display is accelerating its efforts to penetrate the mobility market, focusing on expanding its vehicle OLED (organic light-emitting diode) business as a growth engine. The company announced on September 8th that it will be the only display panel company participating in the world’s largest mobility exhibition, ‘IAA Mobility 2025’, held in Munich, Germany, from the 9th to the 14th.
At this exhibition, Samsung Display plans to showcase a wide range of innovative technologies and customer-customized solutions for future mobility. One of the most attention-grabbing displays is the digital cockpit concept for future autonomous vehicles, featuring a 10.25-inch moving cluster display in front of the driver’s seat, which functions as an instrument panel during driving and disappears under the dashboard when the vehicle is stationary. This design maximizes space utilization. A large 34-inch display is positioned in front of the passenger seat, combining 14.5-inch and 13.8-inch screens to provide different information to the driver and passenger. The center console features a 14.4-inch L-shaped display that offers both operational convenience and design aesthetics. New displays for rear-seat entertainment (RSE) are also featured, including a 9.4-inch circular display and a 30-inch rooftop display with a 32:9 aspect ratio, delivering an immersive content experience.
Additionally, the exhibit includes a direct comparison between OLED and competing technology, mini-LED, under the theme ‘Upgrade to OLED’, emphasizing the superior design and picture quality of OLED. The showcase highlights OLED’s benefits, such as its thin profile allowing for diverse forms and its excellent outdoor and night readability and contrast ratio.
Samsung Display also unveils its first-ever customer-tailored solutions. The rigid OLED-based OTS (Off-The-Shelf) solutions standardize seven products ranging from 7 to 17 inches. Customers can select products according to their needs, reducing development time and costs. French automotive designer Alban Lavat supports this initiative, proposing innovative interior designs for future autonomous vehicles utilizing foldable and rollable free-form OLEDs.
Furthermore, Samsung Display introduces for the first time its in-car OLED brand, “DRIVE”, expressing its commitment to actively nurturing its automotive business by leveraging its differentiated technology. Lee Joo-hyung, Senior Vice President and Head of the Small and Medium-sized Business Division at Samsung Display, stated, “OLED is the most suitable display for digital platforms in future mobility vehicles evolving into Software Defined Vehicles (SDVs). We will maintain our leading position in the vehicle OLED sector based on our unparalleled manufacturing competitiveness.”