Expect thin, curved displays.
Samsung Display has announced that the company has signed a memorandum of understanding (MOU) with Ferrari to develop an OLED (organic light-emitting diode) display solution for the next generation of Ferrari models.
The deal was sealed at a signing ceremony at Samsung Display's Asan campus in South Korea by JS Choi, President and CEO of Samsung Display, and Benedetto Vigna, CEO of Ferrari. In January 2023, Ferrari signed a deal with Harmon, a Samsung subsidiary, to use its Ready Upgrade system.
Samsung Display has been pushing OLED technology forward since 2007, particularly in cellphones, and is now targeting the automotive market. At 2023's Consumer Electronics Show, Harman revealed its New Digital Cockpit with a 34-inch slim bezel display and bendable technology.
The benefits of OLED displays are that they are light, low-powered, the structure can be kept thin, and inherently deliver deeper blacks and high contrast.
"In the luxury sector, elevating the client's experience is key," said Benedetto Vigna, CEO of Ferrari. "Through this strategic partnership with Samsung Display for the dedicated development of bespoke OLED technology display solutions, we will make a significant step forwards in the digital environment of our next-generation models."
OLED displays aren't new in cars and first debuted in a Cadillac. However, Samsung will likely take things to the next level for Ferrari.
The question is whether Ferrari will finally put touchscreens in all of its supercars rather than only its more mainstream vehicles. For example, the SF90 Stradale doesn't have a touchscreen, but the Roma does. Given the complex technology that will most likely be used in the LaFerrari successor, we're guessing the answer is yes. The upcoming hypercar will have to provide the owner with loads of information, and Samsung's OLED technology is a great way to do it.
"Based on our extensive expertise in OLED technology, we are poised to introduce cutting-edge display solutions that meet the Ferrari standard," said JS Choi, President and CEO of Samsung Display. "We are certain that our collaboration with Ferrari will provide an exciting opportunity to apply our strengths to the supercar field and reinforce our position in the automotive OLED market, enabling us to reach ever new heights."
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