车载显示“一夜红海”

Core Viewpoint - The automotive display market is experiencing high growth but is simultaneously facing a structural dilemma of low profitability, leading to a shift in competitive focus from mere scale expansion to differentiation strategies [4][13]. Market Growth Potential - The global automotive display system market is projected to grow from $23.83 billion in 2024 to $47.37 billion by 2029, with a compound annual growth rate (CAGR) of 14.7% [2]. - The total shipment of automotive display panels is expected to reach 232 million units in 2024, marking a year-on-year increase of 6.2% [2]. Competitive Landscape - The automotive display market is viewed as a "second growth curve" for the display industry, especially as traditional markets like mobile phones and TVs face saturation [3]. - Major display manufacturers are increasingly investing in automotive display capacity, leading to intensified price competition [4]. Structural Challenges - The automotive display market is characterized by "structural dividends and competitive excess," with many suppliers feeling the pressure from both automotive manufacturers and price wars [4][10]. - The shift towards direct partnerships between panel manufacturers and automakers is emerging, reducing reliance on traditional Tier 1 suppliers [10][11]. Differentiation Strategies - Building deep relationships with automakers and Tier 1 suppliers is crucial for success, as the automotive project cycle is long and complex [15]. - Companies must focus on diverse technological innovation capabilities to meet the stringent requirements of automotive-grade products [15][16]. Company Strategies - BOE is adopting a comprehensive strategy to become a "general contractor" for smart cockpits, leveraging its extensive technology portfolio [18]. - Tianma is focusing on high-resolution LTPS LCD technology, achieving over 30% year-on-year revenue growth in its automotive business [19]. - TCL Huaxing is rapidly increasing its market share through deep partnerships with key automotive players, achieving a 125% year-on-year growth in automotive display shipments [20]. Emerging Technologies - The rise of electric vehicles is driving demand for larger and more advanced screens, with HUD technology becoming increasingly common in mid-range vehicles [7]. - Companies like XGIMI are exploring projection technology as an alternative to traditional screens, aiming to address space and adaptability challenges [23].