Lee Joohyung, Head of Samsung Display's Small and Medium Business Division: "Samsung OLED, the Core Platform for Future Mobility"

Attended as a Panelist at 'IAA Mobility 2025' Conference
Introduced Vision for Automotive OLED Business
"Customer Roadmap Is Samsung Display's Development Roadmap"
Automotive OLED Market to Grow at an Average Annual Rate of 33% Over the Next Five Years

Lee Joohyung, Executive Vice President and Head of the Small and Medium Business Division at Samsung Display, participated in a conference at 'IAA Mobility 2025' on September 10 (local time), where he emphasized, "Samsung's organic light-emitting diode (OLED) will become a digital platform that connects future mobility with autonomous driving and people."

Lee Joohyung, head of Samsung Display's Small and Medium Business Division (second from right), is speaking at the 'IAA Mobility 2025' conference alongside Jeffrey Boucq, a member of the Audi AG Technology Development Board, and Amy MacLaughlin, president of 3M Advanced Materials and Transportation Products Platform. Provided by Samsung Display

According to Samsung Display on September 11, Executive Vice President Lee took the main stage at IAA as a panelist in a conference themed "Rapid Innovation: Evolving to Meet Market Demand." The conference also featured Amy McLaughlin, President of 3M Advanced Materials and Transportation Products Platform, and Jeffrey Boucq, a member of the Audi AG Technology Development Board.

Lee stated, "Displays are evolving into software-defined vehicles (SDVs), emerging as the point of contact and digital platform that connects cars and people inside autonomous vehicles. In particular, OLED, when integrated with artificial intelligence (AI), will create diverse value as a core infrastructure for future mobility by recognizing surrounding objects or providing safe driving solutions through deep learning."

Samsung Display is aiming to foster new growth engines, such as recently launching its automotive OLED brand 'DRIVE.'

According to market research firm Omdia, the automotive OLED market size (based on revenue) is expected to grow from approximately 880 million dollars (about 1.2 trillion won) last year to 4.86 billion dollars (about 6.7 trillion won) by 2030. With an average annual growth rate of 33%, the share of OLEDs in the overall automotive display market is also projected to surge from 7% to 23.6%. Last year, Samsung Display recorded a 55.9% market share in the automotive OLED sector.

Lee commented, "Samsung OLED can provide an exciting sense of joy to consumers who want something new and special. Concepts such as slidable, bendable, and rollable displays are now becoming a reality."

He continued, "With technologies like 'Flex Magic Pixel (FMP),' which controls viewing angles, and 'Under Panel Camera (UPC),' which eliminates holes by embedding the camera under the display, we can not only aesthetically enhance vehicle interiors but also remove various factors that hinder safe driving by combining these with AI functions. The premium image quality of OLED, distinguished by perfect blacks and contrast ratio compared to LCD, further enhances the luxury of vehicles."

Lee added, "Customers can test new technologies and materials on the Samsung Display platform as if assembling Lego blocks, and use this to plan their mid- to long-term infotainment roadmaps. Samsung Display's technology development roadmap will be synchronized with this, so we can quickly provide OLED solutions when needed."

'IAA 2025,' held in Munich, Germany from September 9 to 14, is one of the world's three largest motor shows. It features exhibitions by major companies in the mobility sector and brings together leaders from politics, business, research and development, and startups to share insights on the future and development challenges of mobility.

At this exhibition, Samsung Display showcased its 'multi-lamination' solution, which combines two or more displays to create a large screen. The concept is that customers can select and combine displays of various sizes to their liking, just as they would shop at a supermarket. Samsung Display anticipates that this will allow customers to freely design products while also reducing the time required for product development.

This content was produced with the assistance of AI translation services.