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Tesla sales record highest… Old display supply LGD’Smile’
According to foreign media such as CNBC in the US on the 6th, Tesla delivered 184800 vehicles in the first quarter of this year, achieving the highest performance ever. This is a number that far exceeds Wall Street’s estimate (177822 units). It exceeds the sales volume of 18,570 units in the fourth quarter of last year. Tesla’s total shipments last year were 49,950 units, and Tesla predicts that shipments will increase by more than 50% this year.
As Tesla’s sales performance continues to be robust, LG Display, which is supplying vehicle displays to Tesla, is also raising expectations for sales expansion. Vehicle display is a display mounted in a vehicle △ Vehicle Information Display (CID) that displays and controls the operating status of the vehicle △ Cluster that provides necessary information to the driver △ Information and entertainment display (RSE) for rear seat occupants ), etc. are typical.
According to the industry, LG Display is supplying not only Tesla’s flagship sedan Model 3, but also premium lineup models such as Model S, touch screens and displays for instrument panels. Previously, LG Display had agreed with Tesla to supply a 15-inch touch screen to be mounted on the Tesla Model 3 central console in 2016.
Model Y, a mid-sized sports utility vehicle (SUV) launched in Korea this year, is also equipped with the same 15-inch touch screen as the Model 3. This touch screen is the only display installed inside Model 3 and Model Y, and plays the role of an instrument panel and controls key functions. The premium lineup, Model S and Model X, are equipped with displays not only on the central touch screen, but also on the dashboard and second row.
As automotive displays are supplied with panels for repair and replacement, the industry explains that the number of panels actually supplied to Tesla will exceed 180,000 vehicles sold in the first quarter. An industry insider said, “Depending on the vehicle model, there are cases where multiple panels are inserted instead of one panel per unit.” “If the repair panel provided together is included, panels that are at least several times the number of delivered vehicles will be supplied.” Said.
Solidifying the global leader with’high value-added’ products such as P-OLED
LG Display has selected’Vehicle Display’ as a new growth engine business and is intensively fostering it in order to preoccupy the market. Currently, Daimler Benz, BMW, Hyundai-Kia Motors, Toyota, Honda, Tesla, GM, and other global automakers and electronics companies are rapidly targeting the market by supplying panels. As a result, it has been firmly maintaining its global leadership position in the’vehicle display’ industry for several years, with cumulative sales exceeding 100 million units in the first quarter of 2019. According to market research firm Omdia, last year, it ranked first in the world with 25.1% of display shipments and 25.8% of sales.
With the recent expansion of the electric vehicle and self-driving vehicle market, the importance of high-definition and large-screen displays in terms of interior design and infotainment has been greatly emphasized, further accelerating securing competitiveness. According to Omdia, the automotive display market, which was worth 6 billion dollars in 2016, is expected to grow rapidly to about 6.4 billion dollars (7.7 trillion won) in 2020 and about 9.5 billion dollars (1.0600 trillion won) in 2025. Shipments are also expected to grow from 125 million units in 2020 to 190 million units in 2025.
Accordingly, LG Display aims to solidify the number one in the automotive display market with △LTPS (low temperature polysilicon)-based high-resolution LCD △’P-OLED’ (Plastic OLED) product, which has strengths in image quality and design freedom. As automotive displays are directly related to driver safety, securing reliability is important, and it is also a good news for LG Display that it is considered a difficult market for latecomers to pursue.
What is particularly focused on is P-OLED, which is regarded as a’high value-added product’ among vehicle displays. P-OLED, which is currently installed in ultra-premium vehicles, has excellent image quality and viewing angle compared to LCD, and is capable of realizing a natural curved surface, which is evaluated as being optimal for vehicle displays with ergonomic curve design. It is reported that a digital cockpit made by LG Display made of P-OLED for the first time in the world was mounted on GM Cadillac’s 2021 escalade vehicle, and a 12.8-inch P-OLED was also supplied to the center fascia of the new Mercedes S-Class.
An industry insider said, “With the emergence of autonomous vehicles and connected cars, the demand for’digital cockpit’ is expected to increase continuously. The competition for vehicle displays will be fierce.”