Samsung Display Unveils Revolutionary Automotive OLED Innovations at IAA MOBILITY 2025
Samsung Display is set to redefine the future of mobility with its groundbreaking showcase at IAA MOBILITY 2025, the world’s largest mobility exhibition, held in Munich, Germany, from September 9 to 14. As the sole panel manufacturer participating in the event, Samsung Display will debut a futuristic “digital cockpit” built with advanced OLED technology, along with its new automotive OLED brand, DRIVE™. This bold step underscores the company’s commitment to expanding its automotive business and solidifying OLED as a core component of next-generation vehicles.
A Visionary Digital Cockpit: OLEDs Redefining In-Car Experiences
At the heart of Samsung Display’s exhibit is a futuristic “digital cockpit” concept designed for autonomous vehicles. This innovative setup integrates various OLED displays across all driver and passenger touchpoints, showcasing the versatility and superior design capabilities of OLED technology.
For drivers, a 10.25-inch moving cluster display serves as both a dashboard and a space-saving aesthetic feature. This retractable OLED display provides essential driving information while enhancing interior aesthetics when parked. Passengers, on the other hand, are treated to a stunning 34-inch CID (Center Information Display) to PID (Passenger Information Display) that spans the dashboard. Comprising two OLED panels (14.5-inch and 13.8-inch) seamlessly connected via multi-lamination technology, this display can function as a unified screen or split into separate sections for personalized content.
A 14.4-inch Flexible L display, an L-shaped curved OLED positioned in the center fascia, offers intuitive control over frequently used functions like climate settings and vehicle configurations. Its sleek design enhances usability while elevating the car’s interior aesthetics. Additionally, Samsung Display highlights the growing importance of cars as personal spaces with innovative Rear Seat Entertainment (RSE) options, including a 9.4-inch round display and a 30-inch rooftop OLED. The latter features a unique 32:9 aspect ratio, displaying vital information on its side sections and offering immersive entertainment on its large central screen.
To ensure safety without compromising entertainment, Samsung Display introduces Flex Magic Pixel™ (FMP)—a proprietary technology that limits screen visibility from side angles. This innovation prevents distractions for the driver while passengers enjoy their content. AI integration further enhances this feature by automatically adjusting FMP settings based on whether the vehicle is in autonomous or manual mode.
OLED vs. Mini LED: Demonstrating Superiority
Under the theme “Upgrade to OLED,” Samsung Display will directly compare its automotive OLEDs with Mini LED displays to highlight their advantages in design flexibility and image quality. Three driver seat mockups will be displayed side-by-side: a conventional rectangular Mini LED cluster, an OLED cluster with rounded edges tailored to match the steering wheel shape, and a curved (500R) OLED cluster designed for enhanced immersion.
OLED’s self-emissive pixels eliminate the need for backlighting, enabling thinner panels and non-standard shapes such as circles, asymmetrical rectangles, and curved designs. At IAA MOBILITY 2025, Samsung Display will demonstrate OLED’s superior outdoor visibility under bright sunlight, unmatched contrast ratios, and true blacks that improve object recognition during night driving—all critical factors for safer driving compared to Mini LED solutions.
Rigid OLED Platform: Customization Meets Cost Efficiency
Samsung Display is introducing its Rigid OLED-based Off-The-Shelf (OTS) Solution platform, which includes standardized products in seven sizes ranging from 7 to 17 inches. This modular approach allows automakers and suppliers to combine pre-defined modules based on specific requirements, reducing development time and costs.
The OTS platform also supports multi-lamination technology, connecting multiple small- to mid-sized OLED panels into a single large screen for a seamless viewing experience. A wall-mounted display featuring an automated rail system will demonstrate how these panels can separate and merge in real-time, catering to diverse customer needs.
“We’re seeing increasing demand for large, uniquely shaped in-car displays such as ‘CID to PID’ and ‘Cluster to CID,’” said a Samsung Display spokesperson. “By combining rigid OLED with multi-lamination, we can deliver these configurations at competitive prices.”
Collaboration with Alban Lerailler: Envisioning Future Mobility
In collaboration with renowned French designer Alban Lerailler, Samsung Display presents a conceptual interior design for future autonomous vehicles. Lerailler’s vision incorporates free-form OLED applications, including foldable and stretchable displays. Highlights include a V-shaped out-folding rooftop display, an extendable CID using rollable OLED technology, and L- and G-shaped curved displays that blend seamlessly with the car’s rounded seats, creating a luxurious and futuristic aesthetic.
Several prototypes, such as a rollable CID, a Flexible L, an out-foldable rooftop RSE display, and a Flex In-Out model, will captivate visitors’ imaginations at the exhibition.
Debut of DRIVE™: Elevating Automotive OLED Leadership
Samsung Display will officially launch DRIVE™, its dedicated automotive OLED brand, at IAA MOBILITY 2025. Representing five key value pillars—Design Differentiation, Robust Reliability, Intelligent Safety, Visual Excellence, and Expanded & Extendable—the brand reflects the company’s commitment to leading the automotive OLED market.
“OLED is the optimal display technology for the digital platforms within future mobility, especially as vehicles evolve into Software-Defined Vehicles (SDVs),” said Joohyung Lee, Executive Vice President and Head of Mobile Display Business at Samsung Display. “Through DRIVE™, we aim to deepen global customers’ understanding of our differentiated OLED solutions and continue leading the industry with unrivaled manufacturing competitiveness.”
At the entrance of its booth, Samsung Display will install a striking OLED video wall composed of three 65-inch OLEDs to introduce the DRIVE™ brand, symbolizing the company’s ambition to revolutionize the automotive display landscape.
About Samsung Display
Samsung Display Co., Ltd. is an industry leader in providing cutting-edge display solutions around the world. The company diversifies its display markets to not only smartphones, TVs, laptops and monitors but also smartwatches, VR, game consoles and automotive applications. Furthermore, it has close partnerships with a variety of global manufacturers.
Headquartered in South Korea, with a range of large-scale facilities, Samsung Display has production plants in Vietnam, China and India, and operates sales offices in six countries worldwide. Known for its innovation, Samsung Display is leading the display market, enabling the world’s first mass-production of OLED and QD-OLED, endeavoring to develop next-generation technology, such as slidable, rollable and stretchable panels to provide extraordinary experiences and endless possibilities for consumers.
Samsung Display has been prioritizing environmental and social values in the entire process of product manufacturing. The company will further evolve into a sustainable organizati
