Samsung Display is demonstrating its latest automotive OLED displays and technologies at IAA MOBILITY 2025, and is also launching a new automotive OLED brand. Samsung is leading the OLED automotive market, and it seems as if it is investing more to increase its market share and the share of OLED automotive solutions.
So first of all, SDC is showing a new digital-cockpit demonstration, that features several OLED displays integrated across all driver and passenger touchpoints. First is ta 10.25-inch moving cluster OLED display – this display serves as a normal dashboard while driving, but it retracts beneath the dash when the car is parked.
For the front passenger seat, SDC is suggesting a large 34-inch display that spans the entire dashboard, and acts as both a center information display and a passenger information display. The 34-inch display is made from two OLED panels, sized 14.5-inch and 13.8-inch, and uses multi-lamination technology. The screen can act as one large display, or as two separate ones. It sports Samsung’s Flex Magic Pixel technology, that limits the visibility of screen content from side angles, so that the driver is not distracted by the passenger display.
And there’s more. SDC is showing a 14.4″ flexible L-shaped OLED positioned in the center fascia between the driver and passenger. The L-shaped curved screen allows intuitive control of frequently used functions such as climate control and vehicle settings.
Finally, for the rear seat passengers, Samsung is showing some new options – a 9.4″ round OLED display, and a 30-inch rooftop display, that has side sections displaying information such as interior temperature, time, and remaining distance—while the large center of the screen offers immersive entertainment.
Samsung is now introducing new rigid standard automotive OLED displays (what it calls Off-The-Shelf, or OTS solution). The company is offering displays in seven sizes, ranging from 7 to 17 inch, so it can respond more quickly to customer needs.
Finally, Samsung is unveiling a new brand for its automotive OLEDs – simply called DRIVE. SDC says that this new band name encompasses five key value pillars of its automotive OLED: “D” for Design Differentiation, “R” for Robust Reliability, “I” for Intelligent Safety, “V” for Visual Excellence, and “E” for Expanded & Extendable.
SDC currently leads the automotive OLED market, followed by BOE (620,000 units in 2024) and LG Display (400,000 units in 2024). In terms of revenues, SDC generated $492 million, LGD generated $187 million and BOE generated $176 million.
Up until a few years ago, LG Display dominated the OLED automotive display market, but SDC has became the dominant player in the last couple of years as it offers a more diversified lineup and also offers lower-cost OLEDs. Note that in the total high-end automotive display market, which includes both LCD and OLED solution, LG Display is still the global leaders in both revenues and shipments.
A few weeks ago, Samsung Display signed a deal with Mercedes-Benz for the supply of automotive AMOLED displays for Mercedes’ flagship Maybach S-Class car, for its 2028 model. The contract is exclusive, which means that SDC will the be only supplier for the Maybach S-Class cars, replacing LG Display that used to supply Mercedes with its OLEDs. According to reports, both Tesla and BYD are also in talks with SDC.
In April 2025, we reported that Samsung Display decided to adopt a tandem OLED stack architecture in its future automotive OLED panels. Up until now, most of its automotive displays used a single stack. This change will enable the company to offer highly efficient and longer lasting panels. In addition to the tandem stack architecture, Samsung Display has also finished the development of automotive flexible OLED panels, produced on a polyimide substrate, and encapsulated via TFE. The company is also developing rigid TFE OLEDs produced on glass. The company has developed these new panels as per customer requests.
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