IAA 2025 Samsung Display taps mobility industry as new growth engine

Samsung Display Executive Vice President Lee Joo-hyung, center, speaks during a keynote session at IAA Mobility 2025 in Germany, Wednesday (local time). Courtesy of Samsung Display

Samsung Display is steering its OLED technology into the fast-growing mobility sector, positioning it as the company’s new growth engine.

“Samsung OLED will become a digital platform that connects people with the future of self-driving mobility,” Lee Joo-hyung, the company’s executive vice president and head of mobile display business, said during a keynote session at IAA Mobility 2025 in Germany on Wednesday (local time).

Speaking as a session panelist, Lee noted that displays are taking on a pivotal role in next-generation vehicles.

“In the era of software-defined vehicles and autonomous driving, the display is emerging as both the key interface connecting people with their cars and a vital digital platform,” he said. “OLED, in particular, when paired with AI (artificial intelligence), can recognize surroundings, enable advanced safety features through deep learning and ultimately serve as essential infrastructure that creates new value for the future of mobility.”

At this year’s mobility show, the company debuted its automotive OLED brand, DRIVE, underscoring its commitment to expand into the automobile industry.

According to the company, its OLED technology supports automakers’ needs across five areas: unique design, high durability, intelligent safety, premium picture quality and expandable display options.

“Technologies such as flex magic pixel, which adjusts viewing angles, and under panel camera, which embeds cameras beneath the display, not only enhance the aesthetics of a car’s interior but, when combined with AI, also help reduce various factors that can distract from safe driving,” Lee said, adding that the company is well positioned to meet growing demand for larger and more versatile in-car screens in a cost-efficient way.

The company introduced a multilamination solution at the show, which allows automakers to easily combine multiple displays into one expansive screen by simply picking and mixing from a range of display sizes provided by Samsung Display.