2024-04-11 23:02:01
From instrument panel to entertainment purpose
Production preparations begin with the goal of mass production next year
Earlier this year, 57-inch product was introduced at CES and won the ‘Innovation Award’
Competitors are connecting small and medium-sized businesses.
“Attention from global industries such as Europe and China”
After supplying a 27-inch organic light-emitting diode (OLED) display to Hyundai Motor Company’s Genesis last year, LG Display recently received an order for a large liquid crystal display (LCD) display from an overseas premium automaker. It is the longest vehicle display produced by LG Display, and has recently begun full-scale production preparations with the goal of mass production in the first quarter of 2026 (January to March).
Kim Byeong-hoon, managing director of auto product development 2, who met at LG Display’s Magok office building in Seoul on the 29th of last month, said, “Among our competitors, there is no one that can implement technology as well as LG, so we are receiving a lot of love calls from automakers around the world, including Europe and China. “He said.
The field in which LG Display achieved success in winning orders this time is a type of display that covers the dashboard, like a ‘pillar-to-filler (P2P)’ display. It is called P2P because it runs across the dashboard from the driver’s seat to the passenger seat and fills the length of both ends of the ‘pillar’ of the car’s front window frame. It is a large screen for vehicles that displays vehicle information such as speed, remaining fuel amount, and tire condition, and is also used for entertainment purposes such as dramas, movies, and music. LG Display won the Innovation Award by introducing a 57-inch P2P LCD at ‘CES 2024′, the world’s largest information technology (IT) and home appliance exhibition, in January this year. LG Display is the first company in the world to implement a 50-inch P2P LCD. Managing Director Kim explained, “We have been recognized for our technological prowess in successfully developing the 50-inch model, so there is a wide range of demand for the 30-inch model and 40-inch model.” LG Display is supplying 27-inch OLED to Genesis’ 2024 model ‘GV80’ launched last year. The length is from the driver’s seat to the central center fascia. There are speculations that the display ordered this time will be a P2P product in the 30-inch range or larger.
Among vehicle displays, P2P displays are the products that automakers introduce first because they are directly related to vehicle performance and convenience. As autonomous driving technology becomes more sophisticated, how we spend our time while driving becomes more important, and large-screen displays are gaining attention. Managing Director Kim explained, “When the display screen is larger than 30 inches, multiple operations are possible at the same time, providing a convenient and enjoyable riding experience.”
The reason why LG Display’s P2P LCD is doing well in the global market is because it implements a high-definition large screen with strong durability. Competitors, including Chinese display companies, cannot yet produce large P2P LCDs with one screen. In most cases, it is produced by connecting several small and medium-sized displays. The disadvantage of attaching multiple screens is that the touch sensitivity is inevitably reduced and there is a disconnection in video and images. Managing Director Kim said, “The stability of automotive displays is a life-related issue,” and “They must be able to operate normally even in traffic accidents or extreme weather situations.” LG Display’s P2P LCD can withstand most shocks and operate normally even in extreme environments ranging from -40 degrees Celsius to +85 degrees Celsius.
LG Display began research and development (R&D) to implement large screens for vehicles in 2020 and entered the P2P LCD business in earnest. In 2022, the 8th generation process, which has a display ledger size twice as large as the 6th generation that was the mainstream in the market, was introduced. Managing Director Kim explained, “In a situation where there were no orders, we took a gamble looking at future growth potential,” and added, “As the ledger doubled in size, productivity doubled, enabling not only mass production efficiency but also price competitiveness.” LG Display is believed to have widened the technology gap by more than a year compared to its competitors, which are still stuck in the 6th generation process.
Managing Director Kim said, “Just 10 years ago, displays were located in the middle of the dashboard, but now they are installed on the steering wheel, passenger seat, and are increasingly appearing on the rear, ceiling, and sides of the car,” adding, “We will especially focus on the premium market that can differentiate us from China and continue to innovate.” “We will realize differentiated customer value,” he said.
Reporter Park Hyeon-ik [email protected]
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2024-04-11 23:02:01