12月15日，全球顶级跑车制造商法拉利宣布，公司与三星显示在新一代显示屏方面的合作正在稳 步推进。三星显示汽车OLED面板因其创新性的形态设计而被法拉利选中，并将应用于其未来车型 之中。 7月，三星显示被爆出将为奔驰旗下的迈巴赫S级轿车供应48英寸P2P OLED显示屏。该款显示屏 将搭载于2028年上市的新款迈巴赫车型上，三星显示为独家供应商。 据悉，与一般的车用显示屏相比，P2P显示屏的独特之处在于其横跨汽车左右两侧支柱，能够完整 覆盖驾驶员与前排乘客前方的整个区域。而由于汽车仪表盘整体长度较长，且左右两侧呈弧形设 计，传统的液晶显示屏及刚性OLED显示屏均难以满足这一形态需求，而柔性OLED凭借其可弯曲 特性，成为实现P2P显示屏的关键技术支撑。（集邦Display整理） 据介绍，三星显示的OLED面板采用超窄边框设计，在纯黑显示效果与对比度表现上尤为出色。这 些显示屏可提升法拉利车型内饰的美学质感，更能优化整体驾驶体验，实现功能性与艺术性的融 合。 图片来源：法拉利 法拉利首席开发与研究官Ernesto Lasalandra表示："法拉利与三星显示的合作反映了汽车行业发 展关键趋势，尤其是在数字化、用 ...

Market Dynamics - The ultra-luxury car market in China is undergoing significant structural changes driven by policy, economic conditions, technological advancements, and cultural shifts[5]. - By 2025, the threshold for identifying high-priced vehicles will drop to 900,000 RMB, impacting traditional luxury brands to adapt through subsidies and flexible pricing strategies[5]. Economic Environment - In 2024, the average disposable income per capita in China is projected to be 41,314 RMB, with a consumption expenditure of 38,230 RMB, both growing at approximately 5%[6]. - The number of high-net-worth families in China has been declining, leading to reduced consumer confidence and pressure on the ultra-luxury car market[6]. Technological Advancements - Breakthroughs in battery technology and AI are enhancing the performance and user experience of electric vehicles, but challenges remain in safety, supply chain stability, and cost control[9]. - The evolution of autonomous driving technology is becoming a competitive battleground among major car manufacturers, shifting consumer perceptions of driving needs[9]. Consumer Behavior - A survey indicates that 44% of consumers prefer brands like Maybach and Rolls-Royce, while 42% are inclined towards personalized versions of ultra-luxury cars[89][102]. - The preference for SUVs is evident, with 40% of consumers favoring this model type, reflecting a balance between luxury and practicality[101]. Brand Value Preferences - Consumers prioritize brand recognition (72%), performance (81%), and unique design (70%) when evaluating ultra-luxury cars, with financial value being less significant[52][63]. - The demand for personalized services, such as one-on-one remote engineering support, is high among ultra-luxury car owners, indicating a desire for exclusive experiences[106]. Market Trends - The shift from a seller's market focused on "incremental expansion" to a buyer's market characterized by "stock competition" is reshaping the competitive landscape[10]. - The emergence of new wealth classes and changing consumer values are driving a transition from ostentatious consumption to a focus on personal satisfaction and unique experiences[49].

Group 1 - The core point of the article is the adjustment of the luxury car consumption tax in China, which lowers the threshold from 1.3 million yuan to 900,000 yuan, impacting various luxury car models [10][11][13] - The new tax policy allows dealers to absorb the luxury car tax for specific models, such as the Mercedes-Maybach S-Class and GLS SUV, until August 31, 2025 [1][11] - The adjustment is expected to affect approximately 20,000 new cars sold in the price range of 1.017 million to 1.469 million yuan, which represents about 1.4% of the total luxury car sales in China [11] Group 2 - The new luxury car consumption tax policy officially took effect on July 20, 2023, with Jaguar Land Rover announcing that it will cover the additional tax for certain models purchased during the transition period [13] - The affected luxury car models include those from brands like BMW, Mercedes-Benz, and Toyota, among others, indicating a broad impact across the luxury automotive market [11][13] - Industry experts view the tax adjustment as a reasonable measure, noting that ultra-luxury vehicles constitute only a small fraction of the overall automotive market, thus minimizing the impact on general consumers [13]

Core Viewpoint - Samsung Display will supply 48-inch Pillar-to-Pillar (P2P) OLED displays for the new Maybach S-Class vehicles set to launch in 2028, marking its first collaboration with Mercedes-Benz in the automotive display sector [1][4]. Group 1: Product Features - The P2P display uniquely spans the left and right pillars of the vehicle, covering the entire area in front of the driver and front passenger, which traditional LCD and rigid OLED displays cannot achieve due to the length and curvature of the dashboard [3]. - Flexible OLED technology is crucial for the P2P display, allowing it to meet the design requirements of modern vehicles [3]. Group 2: Market Implications - This partnership signifies Samsung Display's entry into the automotive market and expansion of its electronic components business, potentially accelerating the transition from LCD to OLED displays in vehicles [4]. - The increasing penetration of OLED technology in mainstream models is expected to further expedite the shift towards OLED in automotive displays [4].