SEOUL, August 26 (AJP) - Samsung Display is stepping up its push into automotive OLEDs, supplying Genesis' flagship GV90 electric SUV with an expandable center screen that grows by nearly 70 percent when the vehicle is parked.
The display maker said Wednesday it has begun shipping two OLED panels for the GV90 this month, including a 24.6-inch center display and 13.2-inch screens mounted behind the front-seat headrests.
At the center of the vehicle is what Samsung calls a Cinematic Display, which changes size depending on how the vehicle is being used.
While driving, the screen remains at 23.6 inches to display navigation, driving and media information. Once parked, pressing a button on the center fascia raises the display by 90 millimeters, expanding it to 24.6 inches and providing about 1.7 times more screen area.
The design highlights one of the advantages display makers are pitching as they seek to bring OLED technology deeper into vehicle interiors.
Unlike LCDs, OLED panels do not require a separate backlight, allowing them to be made thinner and lighter. Samsung Display said its OLED panels are generally about 30 percent as thick and 70 percent as heavy as comparable LCDs, making them better suited to movable displays in space-constrained vehicle cabins.
The GV90's center display has a 24:9 aspect ratio and a resolution of 3,840 by 1,440 pixels. It covers 100 percent of the DCI-P3 color gamut and uses a tandem OLED structure, which stacks two organic light-emitting layers to improve brightness and lifespan.
Samsung Display is also supplying two 13.2-inch OLED panels with 1,920-by-1,080 resolution for the backs of the front-seat headrests, allowing rear passengers to watch separate content or use the screens for functions such as video conferencing.
The supply deal comes as display makers increasingly look to vehicles as another growth market for OLED technology, with larger and more sophisticated screens becoming a central part of premium vehicle interiors.
Samsung Display has been expanding its automotive OLED business under its DRIVE brand, which focuses on design flexibility, reliability, safety and picture quality.
"Samsung Display's OLED featured in the GV90 symbolizes how premium display technology and luxury mobility can come together to create a new experience," said Joohyung Lee, executive vice president and head of Mobile Display Business at Samsung Display. "Going forward, we will continue to build on the strengths of both companies to create new value for luxury mobility."
- Samsung Display began supplying 24.6-inch and 13.2-inch OLED panels for Genesis' flagship GV90 this month.
- The centerpiece is an expandable OLED display that rises 90 mm when parked, increasing usable screen area by about 70 percent.
- The deal underscores Samsung Display's push to expand OLED beyond smartphones and other consumer electronics into premium vehicle interiors.
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