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OLED panel for automotive display to be applied from 2018/The core issue is for its life-time extension.

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OLED panels are expected to be used in automotive displays joining to mobile devices and TVs.

It clearly revealed that the flexible OLEDs are becoming the flagship product for automotive display in CES2017 through the Chrysler’s conference as pre-event. (website: https://www.olednet.com/en/ces2017-media-day-chrysler-potal/)

According to the “Automotive Display Report – Application & Market Trend Analysis and the Market Forecast” published by Ubi Research, OLED panels are expected to be applied to automotive cluster and CID in earnest from 2018. It will be applied to premium cars first under flexibility and superiority of image quality.

Car manufacturers are attempting to differentiate themselves with the concepts of environmentally friendly, connected, smart, and autonomous driving, and thus the interface inside the vehicle is also changing. There might be a limit to the existing analogue methods since various information must be transmitted and processed especially, as developed connected, smart car, and autonomous vehicle.

Therefore, the role of display in automobiles is becoming increasingly important and the area of display is gradually widening. Especially, since the cluster and CID have many curved surfaces, it is difficult to apply a square display to a large area and accordingly, the importance of a flexible display is emphasized.

The automobile manufacturers show great interest to the AMOLED panel since it can provide high visibility to the drivers and it is flexible and applicable to any part of the automobile based on its fast response speed, wide viewing angle, high color reproduction rate and contrast range. It is under joint development with major panel makers.

However, there is a problem that the lifetime of the AMOLED panel is still insufficient for application to automobiles. According to the analyzing report, the lifetime of the AMOLED panel has met about 50% as compared to the requirements for the car display. The most important issue is securing lifetime for the AMOLED panel usage.

According to the report also, the automotive display market will grow at an annual average of about 17%, reaching US $ 25,000 million by 2022, and it forecasted that the AMOLED panel market will account for about 20%.

<Automotive display market share forecasting in 2017-2022>

Visualization of display for mirror-less automobiles, Green light to OLED display

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After Ministry of Land, Infrastructure and Transport did pre-announcement of legislation about partial revised plan of ‘Regulations on the performance and standards of automobiles and auto parts’ on the 7th, interests in ‘mirror-less automobiles’ having not side mirror (rearview mirror) are getting hot. This is a method of securing eyesight through display screen in the car after installing subminiature camera to car front and rear and also front doors of both sides, and solving blind zone problem which was the defect of existing side mirror and improving fuel efficiency and designs are expected, even though there are problems on functional errors and design development.

Thus, display for mirror-less automobiles is getting attentions as a drive of new market in display market for automobiles. Display fields for automobiles belongs to the industry to which creating high added value is expected because further customization is required compared to mobile and TV. So LGD or SDC panel enterprises are developing products for market penetration, and two companies are known as setting up policy of progressing differentiating strategies differently from Taiwan, Japanese companies by focusing on Flexible OLED especially.

Flexible OLED has thin, light characteristics and a nature to be able to bend, so it is favorable to mirror-less automobiles requiring new designs from free installing aspects. Also, mirror-less is being evaluated to be suitable to the display for automobiles because it can implement high visibility with very fast speed, contrast range, and wide viewing angle. On July 1st last year, Continental Corporation, auto parts supplier, revealed the possibility of better eyesight provision even in dark situations or the rain while introducing several merits of mirror-less automobiles to which 2 OLEDs were applied through its homepage. In addition, Alfred Eckert, Director of the Advanced Engineering department in Continental’s Chassis & Safety Division mentioned “The effects of unwanted optical phenomena such as glare and weak light can also be compensated”

<Mirror-less concept car to which 2 OLEDs were applied> (Source: www.continental-corporation.com)

Samsung Electronics is recently propelling automobile electric apparatus business in earnest by taking over Harman, US automobile electric company, and the industry foresees that competency of Samsung Electronics’ OLED and semiconductor would make great synergy effect to electric apparatus business. Furthermore, they lighted up goals such like securing world 30% market share in display for automobiles based on OLED display in 2018, and achieving 2 trillion won in sales.

In this way, OLED display is expected to play core roles in expanding business to electric field industry from electronic/display industry, and it is anticipated that OLED could be a new dynamic to growth of display industry.

Absolute Requirements for the Automotive OLED Display’s Success

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On October 15, in IMID Exhibition Business Forum held in Korea International Exhibition Center (October 14-16), KATECH (Korea Automotive Technology Institute)’s head of Intelligent Control System R&D Center Dr. Inbeom Yang presented ‘Future of Automotive Technology and the Role of Smart Display’ and forecast the future of automotive display.

 

Dr. Yang revealed that “if existing vehicles focused on technological factors, future vehicles will evolve entirely centering on the driver, and the automotive display also will develop following this trend”. He also added that the driver’s safety and convenience have to be the priority.

 

Dr. Yang gave 4 examples of future automotive display. Firstly, he discussed ADAS and their flaws. ADAS (Advanced Driver Assistance Systems) help the driver to operate the vehicle safely. If ADAS can be actualized through displays such as HUD (head-up display), the driver’s safety can be maintained with ease.

 

The second item mentioned was a function that notifies the driver status reports linked with time and location. Dr. Yang reported that a device needs to be developed that can function in specific situations with sensors and sounds as well as on display.

 

Dr. Yang forecast that if display, touch technology, and haptic technology are combined and applied to vehicles, operation and feedback will be simpler for the driver. He announced that multi-functional & configuration display will also be introduced which will allow driver to recognize and control.

 

Audi’s concept vehicle that was presented in IAA 2015 Audi e-tron quattro has full OLED interface and all functions required for the vehicle operation can be controlled via touch display without physical buttons.

 

As futuristic displays such as these are developed that increases driver’s convenience, the proportion of display within a vehicle is expected to increase, and developed focusing on the driver centered UI (user interface). OLED Display can maximize the driver’s accuracy with fast response rate and high contrast ratio. Along with safety, and design freedom that comes with flexibility, it is suitable for automotive display. However, the linkage with the UI system optimized for the driver is essential rather than performance of the display panel itself; collaboration between display panel companies, and automotive system and peripheral companies is expected to be a major point in early market occupancy between automotive display panel companies.

Audi Q7 3.0 TDI quattro ,Geneva International Motor Show