[CES 2021] Another protagonist of CES’車 display’… “Bigger and Clearer”

Input 2021.01.12 14:10

Expanded to’personal space’ as a display role
Emphasize’visual’ with bigger, clearer OLED
Expected growth of displays for vehicles over 10 inches

The US Consumer Technology Association (CTA), which hosts the world’s largest information technology (IT) and home appliance exhibition CES, is the key technology keyword of CES 2021. Mobility’, that is, S·A·D·M. When you visit CES this year, you should focus on this technology field.

However, besides this technology,’automotive display’ is counted as a technical field to be noted. In the past, innovative technologies in the automotive field have attracted attention in the field of autonomous driving, where AI, networks, and sensors are the center, and the next-generation powertrain (power system) represented by battery electric vehicles and hydrogen electric vehicles. have.
Due to the new coronavirus infection (Corona 19), automobiles have emerged as a’personal space’. It is also used to move outside the house, but the distance and separation of space from other people are obvious.

The best expression of a car as a space for a driver alone or for a small number of families at this CES is the’Digital Cockpit 2021′, introduced by Samsung Electronics and Harman, a electronics subsidiary. ‘Digital Cockpit 2021’, developed with the aim of an environment in which you can safely enjoy all daily experiences, focuses on the communication and enjoyment experience in the car, whether on the move or not.

A 49-inch QLED (QD-LCD) display was placed in the front of the digital cockpit, and Harman’s JBL sound system was installed. It reinforces the entertainment experience, where watching (video) and listening (audio) are dominated. This large display is housed inside the steering wheel when driving, and functions as an instrument panel and navigation, and turns into a large screen when stopping.

In the rear seat, remote work and video conferencing can be conducted through the central display attached to the rear of the front seat. With a 55-inch micro LED display in the rear of the car, you can enjoy multimedia contents outdoors such as camping.

Digital healthcare technologies such as Samsung Health were also applied to automobiles. It checks the health of passengers and monitors the current condition to prevent drowsy driving. Currently, Samsung Health is being deployed mainly on wearable smartphones, and it will be introduced to home appliances such as TVs soon.

The MBUX (Mercedes-Benz User Experience) hyperscreen introduced by Mercedes-Benz is characterized by a display of the entire dashboard. The total area of ​​the display is 2432.11 cm2. With’zero-layer’ technology, key functions are placed in positions that are easy for the driver to manipulate depending on the situation, all of which are made of AI. The system optimizes the placement of functions by detecting changes in driver behavior without direct manipulation or voice commands.

A new feature introduced with Hyperscreen is’Mercedes Travel Information’. It provides information on the city where the landmark or car is located along with the map data. When the driver asks a question while driving, the car explains it with voice.

MBUX hyperscreen uses organic light emitting diode (OLED) for high definition. It is known that LG Display, a strong player in this field, supplies OLED panels.

LG Display also introduces automotive displays at this CES. The advantage is a variety of technologies that utilize the characteristics of OLED, which is easy to process while producing high quality. LG Display exhibited a variety of vehicle displays employing curved (bent) and rollable (dried) displays in an offline exhibition hall prepared for CES. However, this exhibition hall is not open to the public and is designed for customers.

According to market research firm Omdia, the total shipments of automobile displays last year were 136.15 million units, down 16% from 162.72 million units last year. It is interpreted as a result of the decrease in automobile production and sales due to Corona 19.

However, the number of displays over 10 inches increased by 32.7% from 23.2 million units in 2019 to 3,085 million units last year. Sales also increased by 2% from the previous year. The role of a display as an infotainment device capable of displaying various information of automobiles and viewing media contents is being emphasized on a larger screen.

The display market for 10-inch or larger automobiles is expected to grow from USD 245 billion (approximately 2701 billion won) in 2019 to USD 51100 (approximately 563.4 billion won) in 2023. Of these, LG Display is estimated to have a 28.5% market share. Japan’s Japan Display (JDI) was followed by 17.1%, followed by China’s BOE with 7%.