[Edaily Reporter JAEMIN SONG ] Samsung Display is strengthening its push into the premium automotive display market by supplying organic light-emitting diode (OLED) panels for Genesis’s ultra-large flagship electric sport utility vehicle (SUV), the “GV90.”

Samsung Display announced on the 26th that it is supplying two types of automotive OLED panels—a 24.6-inch and a 13.2-inch model—for the GV90. Shipments of these products began in earnest this month.

The “Cinematic Display” located in the center of the vehicle features a 24.6-inch OLED-based pop-up mechanism. While driving, drivers can view driving information, navigation, and media content on a 23.6-inch widescreen display.

After the vehicle comes to a stop, pressing the expansion button on the center console causes the display to rise 90 mm, increasing the screen area by approximately 1.7 times compared to when the vehicle is in motion. This allows users to enjoy video content, such as movies, on a large 24.6-inch screen.

Since OLEDs emit light on their own, they are thinner and lighter than liquid crystal displays (LCDs), which require a separate backlight. Generally, they are about 30% as thick and 70% as heavy as LCDs. Samsung Display explained that these structural characteristics are advantageous for implementing a pop-up display that moves up and down.

This means that even in space-constrained environments, such as a vehicle interior, the drive mechanisms can be efficiently arranged, and the screen’s shape and position can be freely designed. This allows for greater design flexibility in the vehicle interior while still incorporating a large screen.

The 24.6-inch OLED features an ultra-wide 24:9 aspect ratio and a resolution of 3840×1440. It covers 100% of the DCI-P3 color gamut—the standard used in the digital film industry—to render the colors of video content more vividly.

It also employs a tandem structure, which stacks two layers of organic light-emitting layers. Tandem OLEDs offer higher brightness and longer lifespan than conventional single-layer structures, making them ideal for delivering a clear and stable display even in bright outdoor environments.

OLED displays for rear-seat passengers are also being supplied. A 13.2-inch OLED is installed on the back of each of the GV90’s driver and front passenger headrests. With a resolution of 1920×1080, these displays offer the same level of color reproduction as the central cinematic display. Passengers can enjoy content such as movies on their respective left and right screens or use them for work purposes, such as video conferencing.

The OLEDs supplied this time also embody “DRIVE,” Samsung Display’s philosophy for its automotive display brand. DRIVE stands for differentiated design, robust reliability, intelligent safety, exceptional picture quality, and scalable experiences.

Lee Ju-hyung, Executive Vice President and Head of the Small and Medium-sized Display Business Division at Samsung Display, stated, “The Samsung OLED applied to the GV90 is an iconic example of premium displays and luxury mobility coming together to create a new experience,” adding, “Moving forward, we will continue to collaborate to create new value in luxury mobility based on the strengths of both companies.”