Qin Feng, general manager of Tianma Microelectronics R&D Center, Non-Display Business Department and director of Micro-LED Research Institute, told TMTpost Media App, "Most of the mainstream cars now are still LCD, which requires high reliability. However, there are more and more applications of Mini LED, and with the addition of quantum dots, its overall effect will be relatively good. In addition, OLED is gradually penetrating, relatively speaking, from consumer products to cars."
Larger, more delicate, and better display effects have long become a key weapon in the smartphone competition. Nowadays, in-car displays are no longer the simple information display in the past. From the instrument panel to the central control to the co-driver and rear entertainment, higher requirements are put forward for the quantity and quality of screens.
According to data previously released by CINNO Research, the total global shipments of automotive display panels in 2022 will be approximately 192 million pieces. It is expected that global automotive display panel shipments are expected to reach 200 million pieces in 2023, and are expected to further increase to 267 million pieces in 2030. Shi Jianhua, deputy secretary-general of the China Electric Vehicles Association of 100, pointed out that with the rapid development of smart cars, the demand for in-vehicle display applications continues to grow, and the overall scale of the industry will reach 100 billion.
At the same time, Hu Chunming, executive deputy secretary-general of the LCD branch of the China Optics and Optoelectronics Industry Association, also believes that the current retail scale of the consumer electronics market is still expanding, but the recovery of consumption volume is slowing down. Traditional consumer electronics products are still the main force of consumption, and the number of emerging consumer electronics products is growing rapidly. At present, there are further changes in the technology structure and application direction. There are significant incremental opportunities for vehicle-mounted displays and commercial displays, and the prospects for emerging applications are broad.
Facing the potential market of vehicle-mounted display, display industry chain companies will naturally not slack off. While increasing their layout, they are also developing new technologies in order to break through. According to a car screen research report released by Omdia, Chinese companies have become the dominant supplier in this market in the first half of this year, accounting for a total of 45.3% of the market share.
However, it should be pointed out that, unlike conventional consumer products such as mobile phones and tablets, vehicle-mounted displays have more stringent requirements in terms of optics and reliability. Therefore, deeper R&D design is required in circuit design architecture, algorithms and other aspects. "The competition model will also be further transformed, and scale competition will gradually be replaced by efficiency or value competition," Hu Chunming said.
Just like the development curve of smartphone screens, with the iterative improvement of panel display technology and changes in user needs, vehicle displays have also ushered in upgrades. Various technologies such as LCD, OLED and Mini LED coexist and are used in different scenarios and levels of products.
In the past two years, Mini LED technology has been widely used in the terminal market. Compared with LCD, Mini LED has more advantages in contrast, brightness, and color gamut. However, due to different requirements in terms of design and reliability of consumer electronics and vehicle-mounted displays, there are currently technical differences between the two. Among them, in the consumer display Mini LED technology camp, blue light technology occupies the mainstream. In contrast, in terms of vehicle display, white light technology still dominates, and the domestic commercialization of Mini-LED technology with quantum dot film + blue light architecture is still blank.
“The biggest difference between automotive products and consumer products is that some technical details, reliability requirements and life requirements are different. Because of this difference, the entire technical architecture, its material selection, and developers will be different.” Vice President of Tianma Microelectronics R&D Center Manager Li Xiongping told TMTpost App, "When you change from white light to blue light, the type of material you choose will also change. Because the energy of blue light is much higher than that of white light, the matching of material development and design architecture from white light to blue light are very critical technical points."
According to Tianma’s official information, the vehicle-mounted quantum dot PM/AM Mini-LED technology released this time has driven the reintegration of the entire vehicle display supply chain and achieved vehicle-level reliability requirements. Compared with traditional automotive Mini-LED technology, it has lower power consumption, higher color gamut (NTSC≥110%), better display contrast and more friendly halo design.
Li Xiongping said that the performance of the third-generation and fourth-generation Mini LED technology released this time has reached a higher level, and the cost is relatively reduced. The reason why the third and fourth generation technologies are released at the same time is to meet different application needs. Customers can provide different technical solutions according to the corresponding product specifications.
It is understood that internationally, non-mainland panel manufacturers are already cooperating with customers to develop automotive quantum dot blue Mini LED technology. "Basically, we are developing at the same time as them. Tianma is also cooperating with automotive customers for commercial applications. It can be said that it has filled the gap in the domestic commercial application of automotive quantum dot blue Mini LED," Li Xiongping told TMTpost App.
During the exchange, Li Xiongping also revealed to us that when developing the new generation of vehicle-mounted Mini LED, a lot of layout was done in terms of optics, electricity, mechanics and thermal as well as system joint simulation. The fifth and sixth generation Mini LED technology is also under development, and the overall effect will be improved to a higher level.
In the automotive display market, in addition to the application of Mini LED technology, OLED has also become the choice for more high-end automotive products. Its flexibility does not limit the structure of the car. Omdia pointed out that the automotive OLED market size is expected to expand from US$480 million in 2023 to US$2.18 billion in 2027. Sigmaintell also predicts that global OLED automotive display panel shipments may reach 9 million units in 2028.
Yang Kang, Director of Product Development Department of Tianma Microelectronics OLED R&D Center, pointed out that for vehicles, the optics, reliability, and lifespan are much more stringent than for consumer products. Therefore, OLED needs to improve its display and reliability capabilities from consumer products to automotive capabilities, which will lead to upgrades and iterations of the entire circuit architecture, drive architecture, and devices.
Previously, Shentianma stated in an institutional survey that it has successfully developed projects for many internationally renowned leading car manufacturers in the field of vehicle display. It is foreseeable that the "involution" between terminal car manufacturers will also be transmitted to the supply chain. Facing a market space worth hundreds of billions, competition among screen manufacturers is bound to become more intense.
Talking about this issue, Liu Jinquan, deputy general manager of Tianma BU, told TMTpost Media App that we believe this "volume" includes the domestic market and the international market, and the market competition in China will be more intense. Under the temper of the domestic market, it can also improve its core competitiveness very well.
He pointed out that despite the huge challenges, Tianma still has four aspects of competitiveness. The first is technological leadership; the second is quality, which is always the first priority; the third is supply chain capabilities to ensure that products can be delivered well and stably; the fourth is service. About 95% of Tianma's depots in the world have products in service, and the requirements and appeals of depots are also very differentiated. Tianma makes its products and after-sales services very professional and reliable.
In addition, regarding future competition, Tianma Chairman Peng Xuhui also believes that enterprises should cooperate with each other and unite more upstream and downstream partners to jointly use technology to drive more valuable application scenarios.
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