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[CES2017] Media Day: Meeting of the Prestigious Automaker and the Great Display Manufacturer

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Chrysler held an event to introduce its next-generation concept car “POTAL” at the Pre-CES 2017 show, Pre-CES2017Media Event.

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Chrysler classified the space where humans will live in the future into three; family, job and vehicle, and named vehicles a “Third Space”. Future drivers can do a variety of activities inside vehicles thanks to autonomous driving.

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The interior design of “POTAL” is very simply organized. The steering wheel is designed to have storage space in dashboard. The high-mount instrument panel display is positioned on the top of the dashboard to have high visibility. ‘Connected’ interface is applied between display and the surrounding environment including driving information. There is another display underneath the dashboard.
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The displays on the interior front of “POTAL” prepared to open the new era of future vehicles consist of AMOLED. A ‘high-mount’ AMOLED display is flexible OLED, and a display underneath is a 12-inch glass AMOLED. Both displays are supplied by Samsung Display.

At many car shows, the concept cars with curved displays have been introduced so far, but this show might be the first time to exhibit flexible OLED directly.

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Flexible OLED used for ‘POTAL’ is so reflective to minimize the loss of information against light coming in from the outside, and its background is black to have optimum visibility.

The prestigious automaker and the great OLED manufacturer meet and create a new technology.

Flexible OLED provided by the world’s best mobile display company, Samsung Display is not expected to be used in the f motor industry or a while. Apple will apply flexible OLED to iPhone in earnest, and Samsung Electronics Co., Ltd. will also use flexible OLED entirely for the next-gen Galaxy S8. Accordingly, the on-going flexible OLED line also lacks a capacity to respond to the smartphone market. Samsung Display’s flexible OLED is expected to continue a shortage of supply until 2019 so that the world’s best luxurious instrument panel will be supplied by 2020.

[CES2017] Media Day: 자동차 명가와 디스플레이 명가의 만남

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CES2017의 사전 행사인 Pre-CES2017 Media Event에서 크라이슬러는 차세대 컨셉카 “포탈(POTAL)”을 소개하는 행사를 개최했다.

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크라이슬러가 보는 미래의 시대에서 인간이 생활하는 공간은 가정과 직장, 자동차 3가지 영역으로 분류하고 자동차를 “제3의 영역(Third Space)로 칭하였다. 자율 주행이 가능해지는 미래의 자동차에서는 운전자가 운전을 하지 않기 때문에 자동차 내부에서도 가정이나 직장과 같이 다양한 활동을 할 수 있기 때문이다.

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 “포탈”의 내부 디자인은 매우 심플하게 정리되었다. 우선 운전대는 대쉬보드에 수납이 가능해지도록 되어 있다.  계기판용 디스플레이는 ‘high-mount’ 타입으로서 대쉬 보드 상부에 설치되어 시인성을 매우 높게 설계하였다. 이 디스플레이는 주행 정보를 비롯하여 외부 환경과 연결이 가능한 ‘connected” 기술이 접목되어 있다. 대쉬 보드 하부에도 디스플레이가 설치되어 있다.

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미래 자동차 시대를 열기 위해 준비한 “포탈”의 실내 전면에 있는 디스플레이는 모두 AMOLED로 구성되어 있다. ‘high-mount’ AMOLED는 flexible OLED이며 하부는 glass로 만들어진 12인치 AMOLED이다. 이 두 디스플레이는 모두 삼성디스플레이에서 공급하였다.

이제까지 각종 자동차쇼에서 소개된 컨셉카들에 곡면의 디스플레이가 장착된 제품이 많이 사용되었지만 flexible OLED가 직접 사용되어 전시된 것은 이번이 최초인 것으로 예상된다.

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‘포탈’에 사용된 flexible OLED는 외부에서 들어오는 광으로부터 정보 손실을 최소화 시키기 위해 반사 처리가 매우 잘 되어 있었으며 바탕 화면을 블랙으로 처리하여 시인성 역시 최상의 상태였다.

자동차 명가와 OLED 명가가 만나 새로운 기술이 탄생하고 있다.

모바일 디스플레이에서 세계 최고의 기술력을 가진 삼성디스플레이가 제공한 flexible OLED는 당분간은 자동차에는 사용되지 않을 것으로 예상된다. 유비산업리서치의 flexible OLED 보고서에 의하면 Apple이 iPhone에 flexible OLED를 본격적으로 사용하며 삼성전자 역시 차기 Galaxy S8에는 모두 flexible OLED만으로 구성할 것으로 예상됨에 따라 현재 진행중인 flexible OLED 라인으로서는 스마트폰 시장 대응에도 캐파가 부족하다. 삼성디스플레이는 flexible OLED 공급 부족이 2019년까지는 지속될 것으로 분석되어 세계 최고의 명품 계기판은 2020년경이나 볼 수 있을 것으로 예측 된다.

 

OLED enabling various styling and designs is perfect to lighting for automobiles

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Applications of various lighting such as LED and OLED etc. have been expanded so as to implement unique designs and diversified functions of own brand by each automotive company as well as developments of automotive industry including smart-car and connected-car etc. are being made at the same time. In this regard, Center Head Ju Jae-young of Korea Photonics Technology Institute stated current situation by saying “Lighting for vehicles belongs to the business which expects profitability, but it is not easy for late starters to break in because entry barrier is high from characteristics of automotive industry. Ultimately, whether to stimulate purchase desires is important.” Also, he counted ‘styling possibilities’ as one of successful LED lighting by saying “The reason of getting more popularity of LED than existing halogen and HID is derived from the fact that LED has strong points in designs.”

And then, the Head forecasted like “The exterior deco of lamp market for automobiles overtook the interior deco market from the start of 2013, and 3.1B USB market will be made in 2019 by achieving annual 11.6% growth in average to 2019 from 2014,” and said “The exterior deco market will grow up over 15% annually, and DRL (Daytime Running Lamp) and Head lamp are leading market due to their high growth rates.”

Besides, Center Head Ju Jae-young stated “In order to enter market by OLED, it has to stimulate purchase desires with new designs which do not substitute LED simply,” and added “There are possibilities if designs are unique, and stimulate sensitivity like Fun- VII concept car of Toyota or lighting of Chrysler having been disclosed to the public in 2013.”

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<Fun Vii Concept Car of Toyota Source: Toyota official homepage>

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<Floating island bezel unveiled from Chrysler, Source: www.metrododgedeals.com>

Like this, OLED is thin, light and can be bended characteristically, and has strong points such like free designs are available, so it is getting a lot of interests as next-generation illuminants including indoor lighting etc. as well as lighting for vehicles. According to 2016 OLED lighting annual report having been published in August 2016 by UBi RESEARCH, it explains that OLED lighting is known to display same performance with LED in R&D levels regarding characteristics of brightness and lifetime etc. as eco-friendly lighting and having high energy-efficiency, thus OLED seems to have sufficient competitiveness only if requested brightness is satisfied along with each automotive company.