The pop-up center OLED cinematic display on the GV90 Neolun, featuring a 24.6-inch Samsung Display OLED panel. [Hyundai Motor Group]
The pop-up center OLED cinematic display on the GV90 Neolun, featuring a 24.6-inch Samsung Display OLED panel. [Hyundai Motor Group]

Samsung Display is supplying two OLED panels for Genesis's flagship electric SUV, the GV90, as it intensifies its push into the premium automotive display market.

The company announced Wednesday that it will provide a 24.6-inch and a 13.2-inch OLED for the GV90, with full-scale shipments beginning this month.

The more prominent of the two is the "cinematic display" mounted at the center of the vehicle. Based on the 24.6-inch OLED, it features a variable structure that allows the screen to move up and down.

While driving, occupants can view navigation, vehicle information and media content on a 23.6-inch wide screen. Once the vehicle is parked, pressing an expansion button on the center fascia raises the display 90 millimeters, enlarging the screen area by roughly 1.7 times compared with the driving position.

OLED's thin, lightweight profile makes it well suited for pop-up display designs. Because OLED panels are self-emissive and require no separate backlight, they are generally about 30 percent thinner and 70 percent lighter than liquid crystal displays.

Samsung Display said this allows for more efficient display-mechanism design in space-constrained environments such as vehicle interiors, while also offering greater design flexibility.

Image quality has also been enhanced. The 24.6-inch OLED in the GV90 supports a 24:9 ultra-wide aspect ratio and a resolution of 3,840 by 1,440. It covers 100 percent of DCI-P3, the color gamut used in the digital cinema industry, delivering vivid color reproduction.

The panel also adopts a tandem OLED structure, in which two organic emissive layers are stacked on top of each other. This boosts brightness and panel longevity at the same time while maintaining screen readability in bright outdoor conditions.

OLED panels are also fitted in the rear cabin. A 13.2-inch OLED display with 1,920-by-1,080 resolution is mounted on the back of each front headrest — one for the driver's side and one for the passenger's side — allowing rear-seat passengers to watch films and other content individually or use the screens for video calls and other work purposes.

Samsung Display said the products embody its automotive display brand philosophy, "DRIVE™," which centers on differentiated design, robust reliability, intelligent safety, superior image quality and a scalable user experience.

As automakers expand digital cockpit and in-car entertainment features — particularly in large, high-end vehicles — OLED is emerging as a new growth driver in the automotive display market.

"The Samsung OLED in the GV90 is a symbolic example of premium display technology and luxury mobility coming together to create a new experience," said Lee Ju-hyung, executive vice president and head of Samsung Display's small and medium business division. "We will continue to build new value in luxury mobility by leveraging the strengths of both companies."


go@heraldcorp.com