How OLED displays are changing the cockpit

OLED displays have long been established in the smartphone market, while LCD panels still dominate in automobiles. However, more and more OEMs and suppliers are bringing OLED technology into series production, and industry experts from the automotive and tech industries see this as a crucial step for the digital interior of the future. This is also the view of Zin-U Pak, Vice President and Head of Display Marketing at Samsung Semiconductor. The tech giant has 15 years of experience with OLED technology, albeit in the consumer goods market. Since 2007, Galaxy smartphones have been equipped with corresponding displays, which have quickly been adopted by numerous other manufacturers. On this basis, Samsung made the move into the automotive industry in 2018 and has since been supplying vehicle manufacturers with specially developed automotive OLEDs.

Automotive requirements & early applications

“While energy efficiency and peak brightness are the main concerns for mobile phones, robustness, durability, and safety are the priorities in vehicles,” explains Pak. “That's why we consider various aspects such as efficiency, durability, but of course also picture performance. Because the content in the car is changing now: it's no longer just about displaying navigation bars or speedometer needles, but now suddenly YouTube, Netflix, and others are coming into the car.” The automotive industry has also been experimenting internally with OLED for several years. As early as 2010, the Lexus RX used an OLED panel, and Aston Martin was also an early adopter of the technology. However, the trend became visible in series production only from 2019, when Audi introduced OLED taillights for the first time in the e-tron Sportback. Since then, the manufacturer has been using segmented OLED light sources for distinctive design and new safety functions.

Speed, partnerships and new formats

The driving forces in terms of OLED are primarily the two Korean panel giants Samsung Display and LG Display. A prominent example from Samsung's portfolio is the round display in the interaction unit of the Mini, which was presented at Gamescom 2023 and, according to Pak, was developed within a few months. "We can develop a display within six to nine months because we specialise in smartphones, with a new model coming out every year. We bring this speed to the automotive world," says Pak. According to Korean media reports, Mercedes-Benz also awarded a contract to Samsung Display in July 2025, which regulates the delivery of so-called column-to-column displays with an integrated 48-inch flexible OLED screen for the Maybach S-Class from 2028.

The advantages of OLED in vehicles

Samsung expert Pak points to several characteristics that predestine OLED for vehicle interiors. So-called "true black" is created by each pixel being self-illuminating and can be switched on or off individually. This not only ensures better energy efficiency but also deep blacks and precise colours. In addition, the freedom of design is made possible by dispensing with a backlight. Displays can be realised in almost any shape, round or curved as well as rectangular.

In addition, OLEDs offer an image quality that does not lose colour accuracy even at high brightness, which is also crucial for visibility in sunlight. Finally, user expectations also play a central role. Anyone who gets into a premium vehicle expects the display to at least match the quality of their own smartphone. "I get into a 70,000-euro car, see a washed-out display and prefer to take out my phone. This must not happen in the future," emphasises Pak.

Costs & scaling: modular system for series production

Samsung also addresses the cost issue, which is always critical in the automotive industry. Since smaller quantities are produced compared to the smartphone market, the company relies on a modular approach. Standard displays can be combined like modules and laminated under a cover glass to form a seamless unit. At the same time, the portfolio ranges from glass-based OLEDs to flexible and rollable displays that can be integrated into the interior when switched off.

For Pak, it is clear that OLED will fundamentally change the driving experience through new possibilities for infotainment, safety and design. "This is the future and this future is not that far away," concludes the display expert.