LG Display and Samsung Display surpass Japanese rivals in the automotive display sector, driven by OLED and flexible technologies, securing major deals with global automakers.
South Korean companies LG Display and Samsung Display have overtaken Japanese manufacturers in the high-end automotive display market, achieving a combined 52% market share in Q2 2023. Their success is attributed to advanced OLED and flexible display technologies, along with strategic partnerships with leading automakers like Tesla and BMW.
South Korean dominance in automotive displays
For the first time, South Korean display manufacturers LG Display and Samsung Display have surpassed their Japanese competitors in the global high-end automotive display market. According to recent reports from Digitimes, the two companies now hold a combined 52% market share in Q2 2023, up from 45% the previous year. This shift is largely due to their advancements in OLED and flexible display technologies, which are increasingly in demand for electric and autonomous vehicles.
Strategic partnerships and technological edge
LG Display recently secured a $1.2 billion deal with a major German automaker for OLED displays in 2025 EV models, as announced in early September. Meanwhile, Samsung Display’s foldable 17-inch automotive panel entered mass production last week, targeting luxury EV manufacturers. These developments highlight the strategic partnerships South Korean firms have forged with global automakers like Tesla, BMW, and Hyundai.
Analysts note that Japanese firms such as JDI are struggling to keep pace, with JDI reporting a 9% year-over-year decline in automotive display revenue in its August financial statement. The slower adoption of newer display technologies by Japanese manufacturers has allowed their South Korean counterparts to gain a significant foothold in the market.
Future trends and market projections
The rise of South Korean display makers aligns with the growing demand for immersive in-car experiences in autonomous and electric vehicles. Market research firm Omdia revised its 2023 automotive display forecast upward by 7% on September 5, citing stronger-than-expected EV adoption. Tesla’s upcoming Cybertruck, set to launch in Q4 2023, will feature Samsung’s new glare-resistant display technology, further solidifying the company’s position in the market.
As vehicles evolve into ‘smart spaces on wheels,’ the convergence of hardware and software, including AI-powered adaptive interfaces and biometric integrations, will likely play a crucial role in maintaining South Korea’s market dominance. This strategic focus on innovation and user experience sets a high bar for competitors in the automotive display industry.
