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車載用OLED、車載用ディスプレイ市場をリードする

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Audiは先日5月に電気自動車SUV「E-Tron Quattro（E-トロン クワトロ）」のサイドミラーをカメラ化し、内部にOLEDディスプレイを搭載することで、空気抵抗係数を0.28 cdまで引き下げることができたと発表した。これによって、燃料効率を向上させるたけでなく、死角を無くして安全に運転することもできるようになる。

<2015年に公開されたAudi E-tronのインテリアコンセプト写真、参考：insideevs.com>

さらに、インテリアディスプレイには全てOLEDが採用された。OLEDはLCDに比べ、高いコントラスト比と速い反応速度、広い視野角を持ち、高い視認性を実現することができることから、車載用ディスプレイに適合するという評価を受けている。

自動車部品サプライヤー（部品製造業者）のContinental corporationも自社ホームページで、2枚のOLEDを搭載したミラーレス自動車の様々な利点を紹介し、暗い状況や雨天時にも快適な視野を提供することができると明らかにしたことがある。

一方、Samsung DisplayやLG Displayのみならず、中国のパネルメーカーも市場攻略に向け、多彩なOLED製品を披露している。

Samsung Displayは先日5月に開催されたSID 2018で、OLEDを活用して画面を様々なサイズに調整できるRollable CID（Center Information Display）と12.4型サイズのCurved CIDを展示した。

<OLEDを採用したSamsung Displayの12.4型Curved CID>

6.22型サイズのUnbreakable steering wheel OLEDと4.94型サイズのTransparent OLEDを採用したHUD（Head Up Display）など、OLEDを活用した様々な自動車用製品を紹介した。

BOEもSID 2018で12.3型車載用フレキシブルOLEDを、またTianmaとTrulyは2018年1月に開催されたLighting Japan 2018で車載用リジッドOLEDを展示した。

<BOEの12.3型フレキシブル車載用OLED>

車載用ディスプレイはモバイル機器やTVと比較し、より多くのカスタマイズが必要なため、高付加価値の創造が期待される産業として注目を集めている。

Samsung Electronicsは、6月初にシンガポールで開いた投資家フォーラムで、車載用OLEDパネル事業を未来事業として強調し、「今年10万枚だった車載電装用OLEDパネルは、2020年に100万枚、2022年に300万枚にまで増える」と展望を示したことがある。

LGディスプレイ「POLED、自動車クラスタとCIDデザインが差別化の核心」

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LG Display

LGディスプレイのアン・サンヒョン部長が基調講演をしている。

Hyunjoo Kang / jjoo@olednet.com

 

LGディスプレイが、プラスチック有機EL（POLED）を通じて自動車業界が「デザイン差別力」を持つことができると強調した。

8月23日、済州島済州ICCで開催された「インダストリアル・フォーラムIMID 2016」で、LGディスプレイのアン・サンヒョン部長は、「自動車市場におけるプラスチック有機ELの展望とアプリケーション」というタイトルの基調演説で、POLEDが自動車内部の設計にもたらす利点を説明した。

POLEDは、特に車両内クラスタと、CID（center information display）デザインを自由にすることができるとアン部長は強調した。

アン部長は、「自動車市場では、クラスタとCID関連デザインの差別化および大きいサイズの具現が可能で、割れないパネルを必要としている」とし「POLEDを通じてCIDとクラスタを統合したり、大きなサイズのCID、自由な形のクラスターのデザインが可能で、自動車メーカーの差別化のポイントになることができる」と述べた。

有機ELは、LCDに比べてコントラスト比、色域、応答速度、薄さの具現などはより優れている。しかし、life timeとburn in部門は遅れがちであることが課題であるということがアン部長の説明である。

彼は、「POLEDはライフタイムが25℃の環境で、LT80基準10000から、2020年15000まで上がり、Reliabilityは2016年の240hrsから2018年には500hrsまで改善されると予想している」とした。

アン部長は、「LGディスプレイは、クラスタとCIDのPOLEDに関連し、2018年13インチFHDカーブド、2019年25インチカーブドとプリフォームのPOLEDを出す予定である」と明らかにした。

[Automotive Display Seminar] Automotive Display, Urgent Transparent Display Technology Development Needed

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By Choong Hoon Yi

 

On November 13, Automotive Display Development Technology and Commercialization Planning seminar was hosted by Educational Center of Future Technology in Yeouido, South Korea.

 

KATECH (Korea Automotive Technology Institute)’s Dr. Sun-Hong Park explained that “as the automotive display market grows, display market’s domain is expanding” and announced “market for CID (Central Information Display) that mainly functions as navigation device and HUD (Head Up Display) that can show mileage and speed is steadily growing since 2008 and it is anticipated to grow considerably in future”. He added that particularly, 7inch or larger CID is increasing its market share in display market and that CID is becoming larger. He also mentioned that with the increase of traffic accidents from driver’s lack of attention to the road, HUD that can show information on the front window is necessary. However, legibility issues due to brightness and reflectiveness and technological issues such as integration with other display device need to be solved.

 

Dr. Sun-Hong Park of KATECH (Korea Automotive Technology Institute)

Dr. Sun-Hong Park of KATECH (Korea Automotive Technology Institute)

 

Dr. Chi-Sun Hwang of ETRI (Electronics and Telecommunications Research Institute) compared display technology that can actualize transparent display, and technological issues to be solved in order for it to be applied to automotive. Hwang explained that although display technology that can produce transparent display include LCD, OLED TFEL (thin film EL), HUD (projection) among others, AMOLED is the most suitable considering resolution and transmittance. Although LCD technology level is at commercialization stage, as the transmittance is not high it can interfere with the driver’s viewing field. He also added that “poly Si TFT technology performance is good, transmittance is limited. However, oxide TFT technology’s transmittance is high and performance is continuing to improve, it needs to be more actively developed”. To be used as an automotive display, it has to meet certain conditions such as temperature, production cost, and brightness to be an automotive component as well as being placed in the suitable location in the driver’s viewing field; compared to other general display, automotive display is facing higher number of technical issues.

 

Dr. Chi-Sun Hwang of ETRI (Electronics and Telecommunications Research Institute)

Dr. Chi-Sun Hwang of ETRI (Electronics and Telecommunications Research Institute)

 

Source: Dr. Chi-Sun Hwang of ETRI (Electronics and Telecommunications Research Institute)

Source: Dr. Chi-Sun Hwang of ETRI (Electronics and Telecommunications Research Institute)

 

With the focus on the transparent display from automotive display industry, the interest in the technology needed for the application to automotive is also increasing. In order to lead the automotive display market, understanding of automotive components’ characteristics and effort to solve the diverse issues facing the optimized driving condition are required as well as knowledge of display itself.

Absolute Requirements for the Automotive OLED Display’s Success

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On October 15, in IMID Exhibition Business Forum held in Korea International Exhibition Center (October 14-16), KATECH (Korea Automotive Technology Institute)’s head of Intelligent Control System R&D Center Dr. Inbeom Yang presented ‘Future of Automotive Technology and the Role of Smart Display’ and forecast the future of automotive display.

 

Dr. Yang revealed that “if existing vehicles focused on technological factors, future vehicles will evolve entirely centering on the driver, and the automotive display also will develop following this trend”. He also added that the driver’s safety and convenience have to be the priority.

 

Dr. Yang gave 4 examples of future automotive display. Firstly, he discussed ADAS and their flaws. ADAS (Advanced Driver Assistance Systems) help the driver to operate the vehicle safely. If ADAS can be actualized through displays such as HUD (head-up display), the driver’s safety can be maintained with ease.

 

The second item mentioned was a function that notifies the driver status reports linked with time and location. Dr. Yang reported that a device needs to be developed that can function in specific situations with sensors and sounds as well as on display.

 

Dr. Yang forecast that if display, touch technology, and haptic technology are combined and applied to vehicles, operation and feedback will be simpler for the driver. He announced that multi-functional & configuration display will also be introduced which will allow driver to recognize and control.

 

Audi’s concept vehicle that was presented in IAA 2015 Audi e-tron quattro has full OLED interface and all functions required for the vehicle operation can be controlled via touch display without physical buttons.

 

As futuristic displays such as these are developed that increases driver’s convenience, the proportion of display within a vehicle is expected to increase, and developed focusing on the driver centered UI (user interface). OLED Display can maximize the driver’s accuracy with fast response rate and high contrast ratio. Along with safety, and design freedom that comes with flexibility, it is suitable for automotive display. However, the linkage with the UI system optimized for the driver is essential rather than performance of the display panel itself; collaboration between display panel companies, and automotive system and peripheral companies is expected to be a major point in early market occupancy between automotive display panel companies.

 

Audi Q7 3.0 TDI quattro ,Geneva International Motor Show

Audi Q7 3.0 TDI quattro ,Geneva International Motor Show

What is the Next Killer OLED Display Application?

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The interest in automotive display by OLED industry’s key leaders, Samsung Display and LG Display, is growing. During the 1st OLED KOREA Conference (April 2, 2015), Dr. Ki-Yong Lee, vice president of Samsung Display, predicted that “in 2018, 1.4 display units will be applied per car and form a market of 150 million units” and emphasized that “flexible OLED panel has an advantage of fast response time and being unbreakable and therefore suitable for automotive display”.

 

LG Display’s team leader, Won-Gyun Youn forecast that “from the rare keynote speeches from automobile manufacturers in this year’s CES, automotive display could be a new market for OLED”.

 

Speaking at the 1st OLED KOREA Conference, Dr. Choong Hoon Yi, the president of UBI Research, also commented that “OLED’s merit of infinite contrast range will provide high visibility even in monochrome and appropriate for drivers, and flexible OLED can be freely applied to vehicle’s interior” and estimated OLED will be actively used for automotive display in future.

 

OLED display, as flexible display, can be easily produced and cannot be broken. It also has advantages of infinite contrast range and fast response time and is a focus of automobile industry. Several cars have already been released with OLED display equipped instruments including dashboard and navigation. Recently, Italdesign Giugiaro’s concept car, Gea, equipped with LG Display’s plastic OLED was revealed in Geneva International Motor Show 2015.

 

Following this trend, the company that is most proactive in OLED application in automobile industry is LG Display. LG Display has already announced their target of 30% world market share acquisition in automotive display with the revenue of approx. US$ 1,800 million in 2018. In CES 2015 held in January, LG Display also presented 13.1 inch automotive display and 21.5 inch curved plastic OLED that included instrument panel and CID.

Various Display Equipped Concept Car, Geneva International Motor Show 2015

Various Display Equipped Concept Car, Geneva International Motor Show 2015

By Da Rae Kim, reporter@olednet.co.kr

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