What Display Daily thinks: The first thing that comes sto mind is, wait, so there is a market opportunity for LCDs that Korean companies can compete with Chinese manufacturers. The second one is that seems like an exuberant cart before the horse PR situation considering how automotive supply chains tend to work.
Making cars is a complex process requiring years off alignment in the supply chain, as well as development and testing to meet rigorous standards of operation and safety. In other words, it ain’t over until the car rolls off the assembly line, and it can go a long way up to that line and still get turned back.
So, there seems to be a big push by Samsung and LG to assuage, if not pump up, local business analysts. I am sure each company is going to have challenging quarterly P&L statements to make and optimism for the future must be maintained. On the other hand, P2P displays are cool and they are certainly a feat of engineering for the display maker. The long term value of these dashboards is going to depend on their usability. The note of caution here is that you can over-wow car buyers or the driving experience. Research shows that haptics play an important part in driving safety and touchscreens are, no matter how good, unwieldy and downright frustrating for drivers. Just imagine the number of times you have had issues swiping or tapping your phone screens and then put that into a new context in automotive.
Best to reserve judgement on where P2P will end up. It certainly has the measure for the luxury market but may be a little too rich for the average driver.
LG Display Clinches Major Deal for Advanced P2P Automotive LCDs
According to Business Korea and other local publications, LG Display has secured a “significant order” for a large automotive LCD from an unnamed high-end international automaker. This display, set to be the longest ever produced by the company for automotive use, is scheduled to begin mass production in the first quarter of 2026.
This new order comes after the South Korean display giant supplied a 27-inch Organic Light Emitting Diode (OLED) display to Hyundai Motor’s luxury brand Genesis last year. The latest display will span the entire dashboard from pillar to pillar (P2P), enhancing both functionality and aesthetic appeal of vehicle interiors.
The company showcased its pioneering technology earlier this year at CES 2024 with a 57-inch P2P LCD that earned them an innovation award. This marked the first time a display of around 50 inches has been developed for automotive purposes. Such expansive screens are gaining traction among car manufacturers due to their ability to display a variety of information and entertainment options simultaneously, a key feature as cars evolve with autonomous driving technologies.
Unlike its competitors, particularly from China, LG Display has managed to create these large displays from a single LCD panel, avoiding the pitfalls of assembling multiple smaller screens which can diminish touch sensitivity and image continuity.
