车载显示“一夜红海”

Core Insights - The automotive display market is projected to grow significantly, with a forecasted increase from $23.83 billion in 2024 to $47.37 billion by 2029, representing a compound annual growth rate (CAGR) of 14.7% [1] - The demand for in-car displays is driven by the rapid development of automotive intelligence and connectivity, with global automotive sales expected to reach 94.7 million units in 2025, a 3.7% increase from 2024 [3][4] - The market is characterized by high growth but low profitability, as increased competition and price wars among suppliers are putting pressure on margins [2][8] Industry Dynamics - The automotive display sector is seen as a "second growth curve" for the display industry, especially as traditional markets like smartphones and TVs face stagnation [2] - The shift towards smart cockpits has made displays a critical battleground, with the average screen size in vehicles increasing due to the rise of electric vehicles [4][5] - The penetration rate of Head-Up Displays (HUD) in passenger cars is expected to rise from 11% in 2023 to 16% in 2024, indicating a shift from high-end options to more mainstream features [4][5] Competitive Landscape - Major players like BOE, TCL Huaxing, and Tianma Microelectronics are shifting focus to automotive displays to utilize excess capacity from saturated consumer electronics markets [5][10] - The competition is intensifying as companies seek to establish deep partnerships with automakers, emphasizing the importance of collaborative development and customized solutions [9][13] - The trend of "de-Tier 1" is emerging, where panel manufacturers aim to bypass traditional Tier 1 suppliers to directly engage with automakers, enhancing profit margins and supply chain stability [6][13] Strategic Approaches - Companies are adopting different strategies to navigate the competitive landscape, with BOE focusing on a comprehensive ecosystem approach while Tianma is honing in on specific technologies like LTPS LCD [10][11] - TCL Huaxing is rapidly expanding its market share, achieving a 125% year-on-year growth in automotive display shipments in 2024 by forming strategic alliances with key automotive players [11][12] - The industry is witnessing a shift towards integrated solutions, with suppliers like Huayang Group and Desay SV becoming system integrators to create new competitive advantages [13] Future Outlook - Despite the promising growth potential, the automotive display market faces challenges such as price declines and the need for differentiation in a crowded field [6][8][14] - The industry's evolution is expected to lead to a more structured and healthy market environment over time, although this may require a period of adjustment [14]