Market Insight

CES 2015: Smartcars will bring a new page of automotive displays market

January 22, 2015  | Subscribers Only

Stacy Wu Stacy Wu Principal Analyst, Small Medium Display & Automotive Display

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At CES 2015, Mercedes Benz unveiled its latest advancement with the announcement of its new concept vehicle the F 015, an autonomous self-driving car that featured a display-rich interior design. The innovative interior design brought a new concept of automotive display design with new displays on the rear and side panels, as well as across the front as an instrument cluster. The new displays not only wrap around the luxury cockpit but create a digital living space. Passengers are able to interact intuitively with the displays of the connected vehicle by means of gesture motion and touch. Information can be exchanged not only between the driver and the vehicle, but also with the outside world. This self-driving car frees drivers from the tedious task of piloting the vehicle and grants them seamless connection between the real world and the virtual world.

The interiors of the Merced Benz F 015 Luxury in Motion 

Source: Mercedes-Benz

The content (what to show) and the location (where to show) are the two key factors  in automotive display development. The development of automotive electronics, consumer electronics, and internet of things are enriching the available library and applications for content. The location of automotive displays will be no more limited to conventional spaces. The bold design of “interior of the future” in Mercedes-Benz F 015 concept vehicle has brought lots of imagination of automotive display design possibility and market demand.

The following two graphs show our outlook on the evolution of automotive display functionality and development trends. In the past, automotive displays solely focused as a basic safety, with limited content showing basic symbols and characters. In the second stage, the development of information technology had expanded the installation of navigation and infotainment devices, but the content is mainly is limited to preinstalled graphics.

The Evolution of In-vehicle Display Functionality

Source: IHS

Today, automotive safety is being enhanced via new vehicle electronics, like an ADAS (advance driving assistant system). The information that can be shown in the automotive display has increased and grown more complex. Also, consumer electronics, such as tablets and smartphones, are changing people interact with technology and increasing the demand for seamless connectivity between these devices and the car. Vehicle connectivity is driving up the importance and need for higher resolution and bigger screen sizes to better showcase more content. Meanwhile, the touch function is also giving flexibility of HMI (human machine interface).

The Development of Automotive Displays

Source: IHS

The internet of things (IoT) is no longer a hyped buzz, but a real developing thing that is helping to boost the level of vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) communication, realizing the vision of connected and autonomous car. Also, the convergence of wearable device with automotive will bring another display opportunity. The content and the location will no longer be limited, with displays being an integral piece to the overall vehicle design.  This year, Audi uses LG Watch R (OpenOS) and BMW adopts Samsung Gear S (Tizen) to be the keys for their self-driving cars.

The development of content and inventive interior designs will have a positive impact on the automotive display market. The increasing penetration of automotive electronics and the realization of internet of things will make the automotive display market potential limitless. Lastly, consumer electronic devices and wearable devices are progressively integrating into overall design and infrastructure of automotive connectivity. Therefore, the ability to provide integrated display solutions, like touch integration, added sensors for gesture control, and flexible/wearable design, will be a key to success in the automotive display market.

Research by Market
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