Samsung Display Signs MOU with Ferrari, Enters ‘Samsung OLED’ in Supercars

Samsung Display will supply state-of-the-art OLEDs to the supercar Ferrari. Samsung Display announced that it signed a memorandum of understanding (MOU) with Ferrari at the Asan Campus on the 11th to develop display solutions to be installed in Ferrari’s next-generation car models. The signing ceremony was attended by Choi Joo-seon, president of Samsung Display, and Benedetto Vigna, CEO of Ferrari.

According to this MOU, Samsung Display will develop a luxurious and innovative automotive display solution suitable for a luxury supercar brand based on the world’s best OLED technology and support Ferrari’s digital transformation, which is currently speeding up.

Samsung Display, which has led the technology transition in the premium smartphone market from LCD to OLED over the past decade, is actively targeting the automotive display market based on its unrivaled OLED technology accumulated over a long period of time.

In particular, the ‘New Digital Cockpit’ was introduced for the first time at the last ‘CES 2023’. The 34-inch display mounted on the ‘New Digital Cockpit’ is equipped with bendable technology that bends left and right at 700R, and provides the driver with an optimal viewing distance to enhance concentration.

Samsung Display said, “Samsung OLED is a technology that can satisfy the needs of automobile manufacturers who want innovative and luxurious designs because it has excellent design scalability with a light and slim structure and thin bezel, and can express perfect black and deep contrast.” and “Especially, OLED’s low-power characteristics will increase the efficiency of automobiles and act as a more attractive factor.”

Regarding the agreement, Ferrari CEO Benedetto Viña said, “Ferrari is a luxury company that provides a special experience, not just a means of transportation.” and “We expect to maximize the value and completeness of Ferrari’s next-generation products through strategic cooperation with Samsung Display, which makes the best OLED,” he said.

Choi Ju-seon, president of Samsung Display, said, “Based on OLED technology that has been intensively developed over a long period of time, we will introduce a cutting-edge display solution suitable for ‘Ferrari’.” And “We plan to strengthen our OLED business for automobiles in cooperation with leading global automobile companies, including Ferrari, in the future,” he said.

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OLED Technology, extend the field from automobiles to airline industry.

It is expected that we may be able to meet flights with OLED technology soon.

In existing OLED market, display is applied in mobile field and lighting is applied in indoor lighting field, and it was known several companies seem to be proceeding projects to apply it at either rear lamp or dash board area of the automobile.

However, in IFA 2016 held in Berlin Germany, LG vice president of HE Bongseok Kwon had reporter meeting where he said “we are currently in negotiation with two global airlines to install OLED display at front monitor and window, and the period of application must be discussed for not only seats but also including all parts such as windows.

Especially, several companies including Lumiotech, OSRAM, and LG Inotech already introduced technologies for applying OLED in indoor purposes as well as other fields, and third panel companies are known to be developing technologies for engrafting airline industry, so there is much attention of the outcome of new application.

OLED is designed with thin and light characteristics as well as flexibility where it is good at utilizing space without taking up large volume. Due to its characteristics, the installation is easy without location or space restrictions. So if OLED is applied in window then the flight crew can control the light penetration without having to check the window, and also people will be able to check the flight information they desire through display, and diversify the size and shape of the main display and dashboard.

Aside from these visual effect, it is expected to lower the fuel usage by decreasing the total weight of the flight. According to the contents presented in UK governmental emerging institution CPI (Centre for Process Innovation) in 2014, the fixed fuel usage is expected to decrease by applying OLED due to decreased weight of the flight fuselage and fuel, and the fuel consumed by air-conditioning can also be reduced due to low power consumption and heat, as well as the exhaustion of greenhouse gas is expected to be minimized.

<Concept picture of flight’s interior with CPI’s OLED display applied>

Along with this, OLED related application and its industry is expected to develop continuously. According to 2016 OLED Display Annual Report published by the market research company Ubi industry research, AMOLED market is expected to be worth 14,800 million USD in 2016, and approximately 71,705 million USD in 2020 where the average yearly growth of about 49%. Also, starting from 2019 where companies’ investments actually begin, the profit for OLED lighting will also largely increase which it is expected to reach above 7,500 million USD by 2025. Therefore, it is expected to see various types of applications with OLED display or lighting in the near future.