The GV90’s Vehicle HMI Evolves with Rollable OLED
The luxury car market is emerging as a new stage for display innovation. Rollable OLED displays are gaining attention as a key technology for achieving both minimalism and cutting-edge sensibilities in vehicle interiors, and major manufacturers such as Hyundai Mobis and Forvia are competing to apply this technology to luxury vehicles.
In China, this technology has already become a reality. Hongqi’s ultra-luxury sedan, the Guoya (aka Hongqi L1), features a 14.2-inch rollable OLED display developed by Visionox. This display is designed to be stored within the dashboard and unfolds upward when needed. When off, it is completely hidden, maximizing the sense of integration within the interior. While driving, it displays limited information, but when stationary, it expands to display navigation and entertainment functions full-screen. The Hongqi Guoya is an ultra-luxury sedan priced at approximately 1.4 million to 1.86 million yuan (approximately 250 million won), serving as a Chinese flagship model competing with the Mercedes-Maybach and Bentley Flying Spur. The inclusion of a rollable OLED display in this vehicle goes beyond a simple luxury strategy and is interpreted as an attempt by the Chinese automaker to secure technological leadership in the premium market through advanced display technology.
Similar trends are being detected in Korea. Hyundai Mobis filed a patent (US12422892B2) in 2021 for a “rollable display for vehicles,” which features a structure that allows the OLED panel to be rolled up or unfolded around a rotating roller within the housing. According to the patent, horizontal and vertical supports are arranged on the back of the display panel to prevent panel deformation due to vibration or touch pressure while driving. It also includes a wing-shaped support structure that ensures the entire panel remains flat when unfolded. In other words, it’s not simply a “rollable” technology that simply rolls up, but a structural design that ensures stable visibility and rigidity even in driving conditions.
Rollable OLED Display Architecture (US12422892B2) (Source: Hyundai Mobis)
Hyundai Mobis unveiled an actual rollable OLED prototype based on this patented technology at CES 2024. The product can be expanded up to 30 inches and the screen can be adjusted to 1/3, 2/3, and full modes. When the ignition is turned off, it completely retracts and disappears into the dashboard, and its structure shows the screen only when needed, suggesting the concept of “the most luxurious display when it is invisible.” The installation space is only about 12 cm, allowing for a high degree of freedom in interior design, and it has achieved automotive QHD (2560×1440) picture quality. Hyundai Mobis is preparing for mass production, and Samsung Display and LG Display are known to be competing to supply the panels.
Hyundai Mobis rollable OLED display prototype for vehicles (Source: Hyundai Mobis)
The Genesis GV90 is being considered as a potential application for this technology. Hyundai Motor Group’s flagship electric SUV, the GV90, is attracting industry attention as a model likely to feature a rollable OLED display. Genesis’s reasons for considering a rollable display are clear. First, it aims to create a minimalist and luxurious interior by displaying digitalized driving information only when needed. Second, it has a functional purpose: the large screen can adjust its viewing area to avoid obstructing the driver’s view while driving. Third, it serves as a technological differentiation strategy to compete with global luxury brands. Being the world’s first “luxury SUV equipped with rollable OLED” could help Genesis narrow the gap with premium electrified models like the Mercedes-Benz EQS SUV and BMW iX.
Industry experts don’t view this trend as a simple design change. UBI Research Executive Vice President Changwook Han analyzed, “The application of rollable OLED to vehicles is not just a simple display innovation, but a technological evolution that will reorganize the paradigm of space design and user interface (UI).” He added, “The transition from large fixed screens to variable displays will emerge as an important option for premium vehicle interiors in the future.”
Changwook Han, Executive Vice President/Analyst at UBI Research (cwhan@ubiresearch.com)
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