Samsung Display's next-generation pop-up screen, which changes size depending on the situation, will be installed in Genesis' top-of-the-line model. It marks another step in the evolution of display form factors for car interiors, where space is tightly constrained.
Samsung Display said on the 26th that it will supply two types of organic light-emitting diode (OLED) panels for the GV90, the flagship electric sport utility vehicle (SUV) from Hyundai Motor's Genesis brand. The panels begin full-scale shipment this month and will be installed in the GV90, slated for launch in the fourth quarter of this year.
Unlike the liquid crystal displays (LCDs) commonly used in the past, automotive OLED is a cutting-edge display technology that requires no backlight illuminating the screen from behind. Because the pixels emit light on their own, the panels are about 30% as thick and about 70% as heavy as conventional ones. Their small size allows them to be freely designed to fit tight car interiors, including making the screen move up and down.
The key product being supplied is a 24.6-inch "cinematic display" set in the center of the front row. During normal driving, it shows essential driving information such as navigation on a 23.6-inch wide screen. When the car stops and the driver presses the expansion button on the center fascia, the hidden display rises 90 millimeters and switches to a 24.6-inch large screen about 1.7 times wider than in driving mode.
Image quality and durability have also been significantly improved. The panel supports 3840x1440 resolution and fully covers the DCI-P3 color gamut, the standard for the digital cinema industry. In particular, it uses a tandem structure that stacks two organic emitting layers to maximize screen brightness and lifespan. That is why it can maintain clear and sharp image quality even when driving outdoors under strong midday sun.
On the back of each front-row headrest, a 13.2-inch OLED (1920x1080 resolution) is mounted for rear-seat passengers. With the same color reproduction as the central display, rear-seat occupants can comfortably handle independent tasks such as watching high-quality content or holding video conferences.
"The Samsung OLED applied to the GV90 is a symbolic case where a premium display meets luxury mobility to create a new experience," said Lee Joo-hyung, executive vice president and head of Samsung Display's small and medium-sized display business division. "We will continue to create new value in luxury mobility together."
