Automakers Aim to Optimize Driving Experience by Introducing Cutting-edge Display Technologies

The last couple of decades witnesses an unprecedented growth of the automotive sector worldwide. Automotive manufacturers have consistently incorporated novel technologies to roll out cars with enhanced performance, better efficiency, reduced carbon emission, improved interiors, and more. Not until recently, automotive displays were not a major aspect that customers focused on. However, the trend is gradually changing as modern-day consumers seek interactive and aesthetically pleasing automotive displays to elevate their overall driving experience. Thus, prominent automobile companies are leaning towards the development of next-generation automotive displays to create a seamless driving experience for the driver and the passengers. At present, there is a notable shift towards the growing adoption of ultra-HD (4K) display units owing to its clarity and high resolution. The incorporation of interactive displays has emerged as a key feature within automobile manufacturing as companies are pushing harder than ever to gain a competitive edge in the current market landscape.

Customization – A Critical Factor for Automotive Display Units

In recent years, liquid crystal display (LCD) garnered significant popularity for automotive navigation, instrumentation, and infotainment systems as LCD panels are highly durable, reliable, and most importantly compatible an array of screen sizes & resolutions. Within the current automotive display unit market ecosystem, customization in visual technologies is one of the most crucial factors that sets manufacturers apart. Thus, over the last few years, automakers are investing in visualization technologies that are expected to create a unique driving experience in the future.

Here are a few parameters that automakers are stressing on while developing automotive displays:

  • Brightness

It is crucial for drivers to use and read displays in an ambient light setting varying from broad daylight to darkness at night

  • Viewing angle

It is imperative for drivers and passengers to view the center stack displays with ease

  • Image quality

There is a noteworthy growth in the adoption of cutting-edge display technologies in the automotive market. Thus, the demand for displays with improved resolution, color-gamut properties, and contrast has escalated in recent years.

  • Color depth

Owing to the advent of high-resolution displays, 18-bit red green blue (RGB) displays are expected to upgrade to 24-bit RBG to ensure better color gamut.

Fulfilling the Demand for Improved Interactive Displays with OLED

In recent times, cars are more connected to state-of-the-art technologies than ever before. Thus, consumer demand for high-quality, highly interactive, and improved displays has snowballed in recent times and the trend is expected to continue in the upcoming years. Manufacturers currently rely on research activities and expertise of display system engineers to offer out-of-the-box automotive displays. OLED displays have gradually emerged as one of the most sought after display-panel technology in recent years among automobile manufacturers including, BMW, Audi, General Motors, and Mercedes-Benz among others. For instance:

  • Mercedes Benz announced that the company is poised to launch new cars incorporated with OLED display panels from 2020. Further, the display panels, designed by LG Displays are likely to be seen in the dashboard and rear-seat monitors.
  • In 2018, E-Tron Quattro, the latest addition to Audi’s range of car models, came with rear-view cameras that were connected to 7-inch OLED displays.

Some of the factors that have contributed towards the growing adoption of LCD screens include, enhanced visibility, improved picture quality, and sharpness. Thus, the automotive display unit market is expected to witness steady growth in the coming years.

Although 3D television sets never hit the spot with the consumers, the technology could potentially be a game-changer in the automotive sector. Thus, in August 2019, Bosch, announced that the company is working towards 3D displays for applications in cars. The advent of disruptive technologies including, augmented reality (AR) and virtual reality (VR) have encouraged automotive companies to explore their potential in the automotive display space.

Users can track the latest developments, trends, and other valuable insights related to the automotive display unit market in the detailed market study.

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