三星显示推出车载OLED新品牌

Core Insights - Samsung Display showcased its in-car OLED innovations at the IAA Mobility 2025 exhibition in Munich, introducing the dedicated in-car display brand DRIVE™ to accelerate its business expansion in the future mobility sector [2][9]. Group 1: Product Innovations - The exhibition featured a variety of OLED solutions ranging from instrument panels to large roof displays, highlighting the design flexibility and high image quality of OLED technology, which enhances safety and adds new value to in-car spaces [4]. - Samsung Display demonstrated several products in the "digital cockpit" presentation, including a 10.25-inch retractable mobile instrument panel, a 34-inch integrated CID-PID co-driver display, an L-shaped curved center console display, and a 30-inch roof screen, catering to various driving scenarios [5]. - The Flex Magic Pixel™ technology was showcased, which limits the visibility of the co-driver's screen from the driver's side and can automatically switch between autonomous and manual driving modes using AI to improve driving safety [8]. Group 2: Competitive Advantages - Samsung Display set up a comparison experience between OLED and Mini LED, demonstrating OLED's advantages in design form, thickness, curvature, visibility in bright environments, nighttime contrast, and pure black display [8]. - To enhance customer response speed, Samsung launched an Off-The-Shelf (OTS) platform solution based on rigid OLED, offering a product range of seven specifications from 7 to 17 inches, which shortens development cycles and reduces costs [8]. - The "multi-layer lamination" technology was also demonstrated, allowing multiple small OLEDs to be seamlessly combined into a large screen, meeting the new demands of automakers for CID-PID and large center consoles [8]. Group 3: Brand and Market Positioning - The newly launched in-car OLED brand DRIVE™ represents five core values: Design Differentiation, Robustness, Intelligent Safety, Visual Excellence, and Expandability [8]. - The head of Samsung Display's small and medium-sized division stated that OLED is the most suitable digital platform for Software Defined Vehicles (SDV) and emphasized the company's commitment to leading the in-car OLED market through the new DRIVE™ brand and manufacturing advantages [9].