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CES 2025 becomes a competition hall for panoramic HUDs

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We will introduce the contents of the “2025 Automotive Display Technology and Industry Trends Analysis Report” published by UBI Research in February 2025 as a series. As the first series, we will introduce Panoramic-HUD, which is included in the report.

Generally, automotive head up displays are projected on the windshield, the windshield of a car, and the driver can see a virtual image generated several meters away. Unlike general HUDs, Panoramic HUDs directly reflect the image projected from the display onto a black film coated on the lower surface of the windshield, but they are classified as HUDs because they allow the driver to maintain a head-up view while driving.

Panoramic HUDs are implemented using a direct image method, so their design is simple and the system cost is low. This reduces manufacturing costs while enabling the digital experience of premium vehicles. In addition, P-HUDs have the advantage of being able to use polarized sunglasses that prevent glare because they reflect p-polarization. Therefore, it is expected that panoramic HUDs will enter the market before AR-HUDs become widespread. At this year’s CES, several companies announced Panoramic HUDs, reminiscent of the P-HUD competition arena. BMW calls its panoramic HUD “Panoramic Vision” and announced that it will be installed in the Neue Klass model to be released from 2025. It uses TFT-LCD and has a brightness of about 5,000nits, but higher brightness is needed to improve outdoor visibility, and for this purpose, it is working closely with e-LEAD, a Taiwanese company that manufactures black films.

(Source: BMW)

(Source: BMW)

BOE introduced a P-HUD with a brightness of 5,000nits (normal) / 7,000nits (10% peak) by applying a 44.8-inch oxide TFT-LCD panel and 2,850 zone local dimming, and polarized sunglasses can be used because the P-polarization reflectance is 25%.

TCL-CSOT introduced a P-HUD with a brightness of 11,000 nit by applying three 11.98-inch TFT-LCD panels and 384 zone local dimming.

CarUX, a subsidiary established by Innolux in 2019, introduced a 48-inch P-HUD and boasted a high brightness of 14,000 nit by using a micro-LED panel.

Hyundai Mobis introduced a transparent P-HUD with a transmittance of 95% by introducing holographic technology from Zeiss in Germany, and plans to mass produce it in 2027. Continental also introduced the “Scenic View HUD,” a panoramic HUD with three TFT-LCD panels and local dimming, in 2023, and plans to release it in 2026.

Since the P-HUD is located in the vent, heating, ventilation, and air conditioning hardware must be rearranged, and heat dissipation issues must be resolved, so there are many issues to be resolved in addition to the display, so it took a long time, but 2025 is expected to be the first year of the P-HUD release.

This report covers the overall trends of vehicle display technology, including HUD, as well as the status of display development and vehicle application by finished vehicles, electrical equipment manufacturers, and panel manufacturers. If you are involved in the automobile and display industries, now is an important time to analyze market trends and prepare future strategies. We hope that you will gain insight one step ahead through this report so that you can understand the future trends of the vehicle display market in advance and proactively respond to industry changes.

UBI Research Chang Wook HAN Analyst(cwhan@ubiresearch.com)

▶2025 Automotive Display Technology and Industry Trends Analysis Report Sample

Display for automobiles, newly expected revenue sources of OLED

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Display market for global automobiles has continued stable growth of approximately 10% yearly recently, and LG Display and Samsung Display do not save investments by paying attention to it as new application. In this regard, Senior Researcher Yang Seong-jin of LG Economic Research Institute lighted up the entry reason of display for automobiles such like creating effects of new revenue are anticipated.

Senior Researcher Yang said “Display market for automobiles has 10% volume of the whole display market and belongs to 2% levels of total cost, but automotive industry has been developed steadily through smart-car and connected-car etc. In contrast, display market has been withered gradually, and panel prices are being lowered continuously, and thus it is directly connecting to survival matters actually.” While stating display market for automobiles as an alternative for this problem, he revealed the reason by saying “The number of participating companies is a few, and average price of display panels for automobiles to which thorough commercialization is required is higher than mobile phone or tablet pc two or three times.”

In display market for automobiles, Innolux and AUO, CPT, Japan display, Sharp occupied about 70% of total market based on 2015 sales of Taiwan, and LG Display recorded 10% share uniquely in domestic, but Samsung Display, second mover, failed in entering ranks. However, LG Display announced a plan that they were planning to enter the market with POLED to which flexible function was available after having designated display for automobiles as a promotion business, and Samsung Display was known to set up a policy of progressing differentiation strategies on display for automobiles based on small& medium OLED technology, so market share is expected to be increased little by little.

<LG Display/Flexible Automotive Display, SID 2015>

In the display market having been stagnated currently, concentration on display market for automobiles would be resultantly necessary for high profits, and OLED panel could get opportunities of creating new revenue sources by overpassing mobile and tablet pc market, if OLED panel solves demanding requirements of display for automobiles.

Taiwan’s Q2 2016 LCD Shipment, Small to Medium Size ↓, Large Size ↑…Business Profit of AUO, Innolux, etc. Reduced

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Taiwanese panel industry recorded decreased small to medium size LCD panel shipment and increased shipment of 9 inch or bigger large size LCD panel. (Picture Source = AUO)

Taiwanese panel industry in recorded decreased small to medium size LCD panel shipment and increased shipment of 9 inch or bigger large size LCD panel. (Picture Source = AUO)

 

Hyunjoo Kang / jjoo@olednet.com

In Q2 2016, Taiwanese panel industry recorded decreased small to medium size LCD panel shipment and increased shipment of 9 inch or bigger large size panel.

According to DigiTimes, Taiwanese TFT-LCD panel companies shipped 58.38 million units of ≥ 9 inch panels in Q2 2016, an increase of 18.1% QoQ, and 0.8% increase YoY. The small to medium size panel shipment was 269.249 million units, a decrease of 0.5% QoQ, and 6.3% decrease YoY.

In terms of small to medium size, ≤ 9 inch, Chunghwa Picture Tubes (CPT) led the shipment volume with 100.56 million units, and HannStar Display followed with 67.892 million units in Q2. For LCD panels ≥ 9 inch, AUO led the Taiwanese market with Q2 shipment of 27.11 million units. Of these 7.176 million units are for TV, and the rest are for notebook, monitor, and tablet. Following AUO, Innolux recorded 27.09 million units of shipment. Of these 10.72 million units are for TV, and the rest are for notebook, monitor, and tablet.

According to companies’ recent Q2 performance announcement, key Taiwanese LCD companies, including AUO and Innolux, reported decreased business profit. AUO reported TWD 80,000 million in Q2 sales, a 13% fall YoY, and TWD 116 million in business profit, approximately 98% decrease YoY. Innolux showed TWD 66,800 million in Q2 sales, decrease of approximately 29%, and business loss of TWD 3,039 million.