Data from Omdia's Automotive Display Market Intelligence Service indicates that global shipments of automotive OLED panels are projected to achieve an 11.8% year-on-year increase in 2025, reaching approximately 3.05 million units. Despite the continued growth in shipments, the pace of OLED adoption has decelerated as the automotive industry advances in electrification and digitalization. Omdia points out that the application of OLED technology is gradually shifting from the initial feasibility verification phase to a value and application-driven adoption strategy. Key factors influencing OLED penetration include intensified competition in the automotive market, heightened cost sensitivity among OEMs, and delayed launches of electric vehicles by some European automakers.
Market dynamics reveal that automotive OLED is currently undergoing more rigorous cost-benefit evaluations. While panel prices have decreased by approximately 15–20% compared to two years ago due to increased supplier participation and competition, OLED remains more expensive than mainstream automotive display technologies like LCD. In several markets, particularly within China's new energy vehicle sector, the application of OLED for cockpits is primarily concentrated on traditional floating center control displays and flat screens. These designs have yet to fully leverage the inherent advantages of flexible OLED, including its pure black performance, seamless cockpit integration, and the design flexibility offered by bendable panels.
As cost-effectiveness becomes a primary decision-making driver, some OEMs have re-evaluated their display strategies, shifting near-term mass production plans back to FALD LCD or more mature LCD solutions.
Despite the challenges, ongoing technological advancements continue to expand the long-term potential of automotive OLED. The mass production of stacked OLED further validates AMOLED's viability as an automotive display technology in terms of brightness, lifespan, reliability, and performance stability. OEM demand is gradually evolving from simply adopting OLED towards solutions that enhance vehicle value through differentiated design and functional integration.
For instance, the next-generation Porsche Cayenne EV features an L-shaped center control display that integrates seamlessly with a passenger display incorporating a switchable privacy mode. This design is achieved by laminating two flexible OLED panels under a single, irregularly shaped cover glass. Such applications highlight the role of flexible OLED in defining the design of next-generation premium cockpits.
As European automakers continue to launch new electric vehicle platforms, flexible OLED is increasingly being positioned as a key enabling technology for luxury and flagship models. Concurrently, persistent overcapacity and gradually declining costs are expected to enhance the competitiveness of rigid OLED, supporting its broader penetration into mid-to-high-end vehicle segments after 2027.
From a supply chain perspective, the automotive OLED market remains highly concentrated. Samsung Display is expected to hold over 70% market share in 2025, leveraging its scale and cost advantages in rigid OLED production. BOE is projected to follow, capturing a low double-digit market share. Looking ahead to 2026, new demand is anticipated to come primarily from European OEMs. Samsung Display is expected to maintain its leadership position, while LG Display is likely to increase its market share as more projects enter mass production.
Omdia analyst Wray Wang commented, "Automotive OLED is transitioning towards a more standardized growth phase. Cost efficiency, differentiation, and sustainable value creation will increasingly become key drivers of its adoption trajectory."