Samsung Display Showcases OLED Mobility Vision at IAA 2025
Samsung Display is stepping firmly into the future of mobility with a bold expansion of its automotive business, a sector it has identified as one of its most important next-generation growth engines. At IAA MOBILITY 2025, the world’s largest mobility exhibition being held in Munich, Germany, from September 9 to 14, the company is not just participating—it is taking center stage as the only panel manufacturer exhibiting at the show.
With this presence, Samsung Display is underscoring its commitment to redefine the in-car experience through OLED technology. The company will unveil its broad portfolio of automotive OLEDs and introduce a range of display solutions designed for both safety and luxury, establishing OLED as a central element in the evolution of smart, connected, and autonomous vehicles.
OLED as the Heart of Next-Generation Mobility
The automotive industry is undergoing rapid transformation. Cars are no longer just transportation devices—they are becoming connected spaces for work, leisure, and entertainment. Displays, once limited to basic instrument panels, now dominate dashboards, door panels, and rear seating areas. Samsung Display believes OLED technology is the optimal solution for this shift, offering unmatched design flexibility, superior picture quality, and enhanced safety features.
At IAA 2025, the company will present a “digital cockpit” concept, showcasing how OLED displays can be seamlessly integrated across every touchpoint inside future autonomous vehicles. The demo reflects a clear vision: as cars become more software-defined and autonomous, displays will become the primary interface between humans and machines.
Inside the OLED-Powered Cockpit
The driver’s seat will feature a 10.25-inch moving cluster display that serves as the primary dashboard while driving, and then retracts neatly beneath the dash when the vehicle is parked. This innovative moving OLED design not only provides essential driving information but also maximizes cabin space and contributes to a cleaner, more modern interior aesthetic.
Stretching across the dashboard is a 34-inch CID-to-PID system, created by seamlessly combining a 14.5-inch and a 13.8-inch OLED panel using Samsung’s multi-lamination technology. This unified display can operate as a single expansive screen or be split to show different content for the driver and passenger. Such versatility caters to both functional needs and passenger entertainment, redefining the front-seat experience.
In the center fascia, Samsung introduces a 14.4-inch “Flexible L” OLED, an L-shaped curved screen that enables intuitive access to critical functions like climate control and vehicle settings. The screen’s curvature demonstrates how OLED’s flexible form factors can enhance usability while elevating design sophistication.
For the rear passengers, Samsung Display brings fresh options in Rear Seat Entertainment (RSE). Two highlights include a 9.4-inch round OLED and a 30-inch rooftop OLED. The rooftop model, boasting a 32:9 aspect ratio, displays useful driving information on its side panels while offering immersive video playback in its center section—turning the rear cabin into a private theater.
Safety Through Technology: Flex Magic Pixel™
Beyond design, Samsung Display emphasizes how OLED can contribute to driving safety. A standout innovation is the Flex Magic Pixel™ (FMP) technology built into the Passenger Information Display. By limiting screen visibility from side angles, FMP ensures that passenger entertainment does not distract the driver.
This system becomes even smarter with AI integration. Depending on whether the vehicle is in manual or autonomous mode, the display can automatically adjust the FMP settings, striking a perfect balance between passenger enjoyment and driver focus.
OLED vs. Mini LED: A Clear Comparison
To reinforce OLED’s advantages, Samsung Display is staging a direct comparison with Mini LED displays under the theme “Upgrade to OLED.” At the exhibition, three driver seat mockups will be placed side-by-side:
- A traditional rectangular Mini LED cluster.
- An OLED cluster with rounded edges designed to mirror steering wheel contours.
- A curved (500R) OLED cluster that wraps around the driver for greater immersion.
The contrast is expected to be stark. OLED’s design flexibility—enabled by the absence of a backlight—allows for thin, lightweight panels in free-form shapes such as circles and asymmetrical rectangles. Additionally, OLED’s true blacks, higher contrast ratios, and superior outdoor visibility give drivers clearer views under bright sunlight and sharper recognition of objects at night.
Standardized Rigid OLED Platform
Another highlight is the debut of Samsung’s Rigid OLED-based Off-The-Shelf (OTS) Solution. This platform offers standardized OLED modules in seven sizes ranging from 7 to 17 inches. Automakers and suppliers can mix and match these pre-designed options to shorten development timelines, reduce costs, and accelerate product launches.
By introducing OTS, Samsung Display is tackling a core industry challenge: balancing customization with cost efficiency. The company demonstrates this approach through a wall-mounted display with an automated rail system, where panels of various sizes separate and merge in real-time to illustrate multi-lamination technology. This innovation makes it possible to assemble multiple mid-sized OLEDs into one seamless large display—ideal for expansive dashboards or entertainment systems.
A company spokesperson noted, “We are seeing a growing demand for large, uniquely shaped in-car displays such as CID-to-PID or Cluster-to-CID. With rigid OLED combined with multi-lamination, we can deliver these solutions faster and at more competitive prices.”
Design Collaboration with Alban Lerailler
To further inspire automakers and designers, Samsung Display has collaborated with French automotive designer Alban Lerailler. Known for his futuristic aesthetic, Lerailler created a conceptual interior that leverages free-form OLED applications.
His design envisions a luxurious autonomous vehicle interior with:
- A V-shaped foldable rooftop OLED, viewable from both sides of the vehicle.
- A rollable Center Information Display (CID) that extends when needed.
- A combination of L- and G-shaped curved OLEDs that integrate naturally with rounded seating layouts.
Visitors at IAA 2025 will get to see several of these prototypes firsthand, including rollable and foldable OLEDs that highlight Samsung Display’s ambition to lead in free-form mobility solutions.
Introducing DRIVE™: A Dedicated Automotive OLED Brand
Perhaps the most symbolic moment for Samsung Display at IAA 2025 will be the debut of its new automotive OLED brand, DRIVE™. This brand encapsulates the company’s long-term vision and positions OLED as a defining technology for the future of transportation.
DRIVE™ is built around five value pillars:
- Design Differentiation
- Robust Reliability
- Intelligent Safety
- Visual Excellence
- Expanded & Extendable
At the booth entrance, a massive OLED video wall composed of three 65-inch panels will introduce DRIVE™, welcoming visitors into Samsung Display’s world of mobility innovation.
Joohyung Lee, Executive Vice President and Head of Mobile Display Business at Samsung Display, summarized the vision: “OLED is the most optimal display technology to serve as the digital platform within future mobility, as vehicles evolve into Software-Defined Vehicles (SDVs). At IAA MOBILITY 2025, we will meet with global customers to introduce DRIVE™ and deepen their understanding of the stability and differentiated value of Samsung OLEDs. Leveraging our unrivaled manufacturing competitiveness, we will continue to lead the automotive OLED market.”
A New Era for Mobility Displays
With its showcase at IAA 2025, Samsung Display is positioning itself not just as a component supplier but as a strategic partner for automakers building the cars of tomorrow. From flexible form factors to AI-driven safety features, and from rollable panels to standardized OTS solutions, Samsung Display is presenting a vision where OLED is at the core of mobility innovation.
In a world where cars are rapidly becoming software-defined digital platforms, Samsung Display’s DRIVE™ brand signals a decisive step toward reshaping the in-car experience. The company’s strategy is clear: combine cutting-edge technology, scalable design, and customer collaboration to ensure OLED’s dominance in the next generation of mobility.
Samsung Display Co., Ltd. is an industry leader in providing cutting-edge display solutions around the world. The company diversifies its display markets to not only smartphones, TVs, laptops and monitors but also smartwatches, VR, game consoles and automotive applications. Furthermore, it has close partnerships with a variety of global manufacturers.
Headquartered in South Korea, with a range of large-scale facilities, Samsung Display has production plants in Vietnam, China and India, and operates sales offices in six countries worldwide. Known for its innovation, Samsung Display is leading the display market, enabling the world’s first mass-production of OLED and QD-OLED, endeavoring to develop next-generation technology, such as slidable, rollable and stretchable panels to provide extraordinary experiences and endless possibilities for consumers.
Samsung Display has been prioritizing environmental and social values in the entire process of product manufacturing. The company will further evolve into a sustainable organization dedicated to environmentally sound products that contribute to the betterment of humanity.
