Market Trends of Europe Automotive Display Industry
This section covers the major market trends shaping the Europe Automotive Display Market according to our research experts:
Autonomous and Electric Vehicles Driving the Market
Norway is setting itself as an example for other countries for the adoption of electric vehicles. For instance, in 2019, of the total new cars sold, around 60% share belonged to electric cars. However, the sales volume could be higher in other European countries but with a lesser percentage of electric vehicle sales.
Leading automakers and display manufacturers are spending a considerable amount on research and development of displays for future electric and autonomous vehicles.
For instance, in 2019, BMW showcased iNext electric crossover curved display, in which information and control display are merged to create a single unit that is curved toward the driver. The curved screen is placed in such a way that the vehicle occupant cannot see its connection to the instrument panel.
Similarly, Byton M-Byte, an all-electric and autonomous SUV, comes with a 48-inch dash display. The display is controlled through AI voice tech, which also offers gesture control and facial recognition.
OLED to Witness Fastest Growth in the Automotive Display Market
Passenger cars with OLED displays were unveiled at various exhibitions, but its penetration rate is lower than LCDs in the consumer models. In 2017, total OLED display panel shipments of the automotive industry were 2.35 million units. Furthermore, out of them, more than 99% were PMOLED (Passive Matrix - OLED) displays. AMOLED screens are mostly used for rear-seat entertainment in luxury cars. However, OLED display systems are expected to be adopted faster than other technologies over the next five years. Now, most of the upcoming vehicles come equipped with OLED displays. For instance,
Cadillac unveiled its luxury SUV 2021 Escalade, which includes a curved Organic Light Emitting Diode screen. The display system comprises three screens, including a paper-thin OLED, and its curvature positions the display screen for optimal visibility.
Mercedes-Benz is planning to use LG OLED panels, where the S-Class and E-Class will be possibly equipped with OLED, not an LCD, by the end of 2020.
