Rear Seat Entertainment Display

Automotive display market to derive commendable proceeds via consistent improvement in OLED display technology over 2019-2025, Europe to emerge as one of the most profitable growth terrains

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The fast-paced growth of the automotive sector across the globe has emerged as one of the major factors that have driven the automotive display market trends over the recent years. Although ride sharing is increasingly gaining popularity as a viable mobility option, the demand for conventional vehicles has not only remained consistent but has grown exponentially. In fact, as per reliable estimates, the global sales of passenger cars and trucks surpassed the figure of an overwhelming 90 million units for the very first time in the year 2017. These numbers apparently explain the rapidly expanding automotive display market share, which is projected to surpass a remuneration portfolio of USD 30 billion by 2025.

Germany automotive display market size, by product, 2018 & 2025 (USD Million)
Germany automotive display market size, by product, 2018 & 2025 (USD Million)

A brief overview of how enhancements in OLED display technology are shaping up the automotive display market trends

Primarily, the usage of various display technologies in the automobiles is experiencing evolutionary changes as new functionalities and designs are being created and integrated within the car systems by major automakers. The need to have high-performance interactive displays – equipped with seamless response to touch and visual stimulus – has become a crucial characteristic for all the automakers operating at an international scale. Apparently, buttons are gradually disappearing in favor of multi-functional touchscreens. Notably, the incorporation of OLED display technology has helped automakers to develop virtual dashboards with curved screens.

Elaborating further on the evolution of OLED display technology and its current form, it would be prudent to mention the fact that OLED displays are now termed as the most preferred display panels among prominent automotive firms such as Mercedes-Benz, Volkswagen, Toyota, Audi, and General Motors. Following are a few instances which underscore the growing prominence of the OLED displays in the auto industry and the way it is affecting the overall automotive display technology landscape:

  • Audi, in 2018, introduced its new passenger car model the E-Tron Quattro that has its rear-view cameras connected with 7-inch OLED screens. This technology offers different views and angles which are displayed on the OLED screens in the car. Interestingly, it is being said that these new cameras would replace the conventional side mirrors in other Audi vehicles.

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  • Although vehicles with OLED displays are being introduced at various exhibition events, it has only been recently that Mercedes Benz became the very first automotive major to incorporate OLEDs into its consumer models. Reportedly, Mercedes Benz would launch its new cars with OLED panels of LG Displays in dashboards and rear-seat screens from the year 2020.
  • China-based BOE Display recently rolled out a new flexible automotive OLED at SID 2019. The new OLED has a 12.3-inch display for the main instrument panel and deploys a new pixel compensation circuit technology which improves the brightness uniformity of the display.

The consistent improvement in OLED display technology is quite evident from the aforementioned product launches and offers a glimpse into the rapidly expanding automotive display market share. Additionally, better picture quality, visibility, and sharpness than the TFT LCD monitors have been the USPs of OLED display panels owing to which the automotive display market is rapidly expanding its consumer base across various business verticals.

Owing to the presence of numerous luxury automobile manufacturers along the likes of Jaguar Land Rover, BMW, Porsche, Audi, and Mercedes-Benz, the Europe automotive display industry has been a significant hub for developing and refining the existing automotive display technology. Most of these luxury automotive brands are offering large rear seat entertainment systems and integrated displays to enhance the driving experience. Moreover, the increasing demand for expensive ADAS systems to ensure more comfort, safety, and convenience has been instrumental in uptake of automotive displays in the European countries.

Considering the progress being made in developing advanced OLED display technology and the incorporation of newer technologies in the automotive display market, it can certainly be stated that the cars of the future would be equipped with highly-customized display systems which would fulfill the requirements of efficient navigation, entertainment, and safety.

Author NameSaif Ali Bepari

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Passenger-vehicle based automotive HMI market to amass substantial returns by 2024, surging use of digital technology in newly developed vehicles to fuel the product demand

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Automotive human-machine interface (HMI) market has lately emerged as one of the massive revenue generating spheres in the automotive sector with the shifting trends toward the adoption of smart vehicles. Traditionally, pertaining to the lack of advanced infotainment and digitalized internal car design, drivers had been unable to operate the vehicle efficiently. However, with the advent of new technology trends, the overall design structure of automobiles has changed considerably, paving the way for integrated human-machine interface in vehicles. The development of connected cars for decreasing the chances of accidents and enhancing the operability of vehicles has also helped propel automotive human machine interface industry share.

Europe Automotive HMI Market Size, By Product, 2017 & 2024 (USD Million)

Europe Automotive HMI Market Size, By Product, 2017 & 2024 (USD Million)

One of the most pivotal driving forces of automotive human-machine interface market is the emergence of smartphones, artificial intelligence, IoT (Internet of Things), and machine learning technologies that have substantially encouraged automakers to carry out product development activities for transforming the existing infotainment system of the vehicle. Validating the aforementioned fact, recently, the American automotive electronics supplier Visteon Corporation developed a next-generation cockpit controller, SmartCore that has been deployed in Daimler’s upcoming Mercedes-Benz A-Class vehicles. These will be the world’s first vehicles integrated with intelligent cockpit controllers with multiple central processing units. The deployment of such features in the interior design enhances a vehicle’s infotainment display and instrument cluster. Moreover, it also helps drivers personalize their experience by simply operating touchscreen and touchpad on the steering wheel.

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Increasing awareness among the regulators and regional governments about the surging need for vehicle security and safety has been driving the requirement of the instrument clusters and digital infotainment systems. The policymakers claim that the implementation of a human-machine interface will help the driver collect accurate information about the surrounding environment. In order to comply with the stringent regulatory compliances, most of the automakers, technology companies, manufacturers, and designers have been striving to innovate advanced solutions for passenger vehicles and connected cars. Indeed, passenger vehicles are expected to account for nearly 80% share of automotive human machine interface market by the end of 2024.

Speaking beyond the conventional vehicular systems, the increasing popularity of autonomous vehicles will have a notable influence on the automotive HMI market trends over the years ahead. Focusing on the shifting trends toward the growing adoption of autonomous vehicles across the globe, companies involved in the development of human-machine interfaces have been developing innovative software packages. For instance, a few days before, leading supplier of advanced semiconductor solutions, Renesas Electronics Corporation has introduced a new microprocessor unit to accelerate and simplify the development of modernized HMI and camera-based applications. The newly developed software interface can be used for operating video surveillance systems, fingerprint access control, information communication technology applications that have been deployed in automobiles. The growing popularity of HMI for managing vehicular systems in a highly sophisticated way is poised to stimulate the future product demand.

As of now, motorcycle manufacturers have also been integrating HMI technology in the vehicle for improving performance, driving experience, and safety. Few weeks before, the British electric motorbike manufacturer had launched a fully electric motorcycle with human-machine interface. The evolution of e-bikes for promoting high performance and energy security is poised to have a considerable impact on the demand for HMI. In addition, considering the future energy benefits and depleting fossil fuel resources, most of the regional governments have been implementing a supportive regulatory framework to enhance the deployment of e-vehicles that also will fuel the product demand.

The surging use of digital technology in vehicles for achieving better performance and sustainability will transform the future of the automotive industry. The extensive utilization of software for enabling numerous operational packages comprising functional safety, cybersecurity, and infotainment system will also stimulate industry trends. For the record, by the of 2024, automotive human machine interface (HMI) market will surpass a revenue collection of USD 27 billion.

Author NameSunil Hebbalkar