I’m Chris Chinnock here for Insight Media at CES 2025 in the Samsung Display suite at the Encore, taking a look at their automotive display technologies. Samsung Display is focusing heavily on OLED solutions, and here are the highlights:
Flex Magic Pixel – OLED Privacy Solution
Samsung introduced an OLED-based privacy display called Flex Magic Pixel.
- How it works:
- Uses a dual-pixel structure—two sets of RGB OLED pixels that are independently controllable.
- When both sets are on, you see the full display.
- Turning one set off hides part of the screen (left or right section), creating a privacy effect.
- Benefits:
- Switchable privacy mode.
- More complex fabrication (extra masks and pixels), but offers a unique solution for automotive interiors.
Under-Camera Integration
Samsung demonstrated an under-display camera concept for automotive applications:
- Design: Camera integrated inside the OLED panel instead of a separate module above the display.
- Specs: About a 3 mm transparent window for the camera.
- Eye Tracking: IR laser emitter and detector could be added later for eye tracking (not integrated yet).
- Manufacturing: Currently uses a pick-and-place process for CMOS sensors.
Foldable & Stretchable Displays
Samsung showcased foldable OLED panels, including an 18.1-inch demo:
- Applications:
- Center console with a folded profile.
- Long dashboard displays.
- Small integrated steering wheel displays.
- Panoramic Concept: A quasi-panoramic display using mirrors to reflect OLED panels upward—though the practical benefit over direct emission is unclear.
- Sizes: 12.3-inch devices for production demos.
OLED Advantages
Samsung highlighted OLED’s superior black levels, especially useful for cameras in dark environments like parking garages. This improves visibility and image definition compared to LCD.
Dolby Vision Partnership
Samsung Display announced a partnership with Dolby to bring Dolby Vision HDR to automotive OLEDs.
- Significance: Samsung Electronics has traditionally promoted HDR10+ as an alternative to Dolby Vision, so this collaboration for automotive displays is notable.
Qualcomm Collaboration
Samsung is partnering with Qualcomm on a software-defined OS and chipset for automotive applications.
- Goal: Deliver an integrated, turnkey solution combining display technology with Qualcomm’s platform.
- Demo: A 34-inch 6K display showcased as part of this collaboration.
Summary: Samsung Display’s CES 2025 showcase emphasizes OLED innovation for automotive applications—privacy solutions, under-display cameras, foldable panels, HDR partnerships, and integrated software-defined systems.