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by Binay Konwar | Sep 8, 2025 | Display, News
With vehicles becoming more advanced in recent years, Samsung Display sees the automotive business as its next-generation growth engine. The company will officially launch its automotive OLED brand called DRIVE at IAA MOBILITY 2025, running from September 9 to 14 in Munich, Germany. In addition, it will unveil innovative technologies and customer-centric display solutions for cars.
At the world’s largest mobility exhibition, Samsung Display will highlight how OLED helps make driving safer and in-car entertainment better. DRIVE represents its goal to grow the automotive business with cutting-edge display technology. It stands for Design Differentiation (D), Robust Reliability (R), Intelligent Safety (I), Visual Excellence (V), and Expanded & Extendable (E). The firm will introduce the brand at the entrance of its booth through a large OLED video wall.

Samsung Display will present a new digital cockpit demo for future autonomous vehicles, with OLED screens at every touchpoint. The driver’s seat features a 10.25-inch moving cluster display that shows essential driving information. However, when the driver parks the car, the screen retracts beneath the dashboard. A 34-inch dashboard screen for passengers combines two OLED panels that work as one unified display or show separate content on each side.
The 14.4-inch flexible L-shaped display allows the driver to control functions like climate and vehicle settings easily. For rear seat entertainment, it will present a 9.4-inch round screen and a 30-inch rooftop display. The displays also include a proprietary technology called Flex Magic Pixel, which prevents passengers’ screens from distracting the driver.
Furthermore, the company will compare its OLED screens with Mini LED to show how OLED is better in both design and image quality. OLED panels are thinner and can be shaped into circles, asymmetrical rectangles, or other non-standard forms. They also offer outstanding picture quality, better visibility in sunlight, and true blacks for safer driving compared to Mini LED.
Samsung Display will launch a new Rigid OLED-based Off-The-Shelf (OTS) Solution platform with standardized screens in seven sizes from 7 to 17 inches. Moreover, it will present conceptual interior design for future mobility made with the famous French designer and automotive artist Alban Lerailler.
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