Driven by the automotive industry’s megatrends towards digital cockpits and electric vehicles, car manufacturers are equipping their new vehicles with digital displays that are better, bigger and installed in greater numbers per vehicle.
“Traditionally, the automotive industry lagged behind consumer electronics when it came to displays. This is changing rapidly now, and the automotive industry is driving its own technology roadmap for displays,” said Visteon President and CEO Sachin Lawande said Thursday (April 28) during the company’s quarterly earnings call.
Visteon said its production volume of digital cockpit components for vehicles rose 11% while that of new vehicles fell 4%. Digital clusters, cockpit domain controllers and displays recorded growth. Infotainment systems were down but still outperformed vehicle production.
Provide travelers with an enhanced experience
During the call, Lawande provided examples of the global, industry-wide trend toward larger displays. For one, Mazda has historically offered 8-inch digital displays in its vehicles, but on new models it offers 10-inch and 12-inch digital displays.
Lawande also told of an unnamed Japanese automaker preparing to launch a multi-screen display module under a seamless cover lens, which will be available in 24-inch and 28-inch display sizes. This will be available in multiple vehicles in 2024.
“Consumer demand for [advanced driver assistance systems] and connected services have led OEMs to use larger displays in the cockpit to provide an enhanced experience for travelers and passengers,” said Lawande.
See also: Automakers are using NFTs to reach younger, tech-savvy consumers
Taking design cues from smartphones, tablets
Automotive displays are also getting better and better. A presentation The study released in conjunction with the bid highlighted several emerging display trends, including sunlight readability, large seamless display areas, distraction-reducing displays and low power consumption for electric vehicles.
“Display trends driven by consumer electronics products such as smartphones and tablets have shaped some of the trends in cockpit displays, including narrow bezels and high perceptual quality,” said Lawande.
In addition, the automotive industry continues its shift towards digital clusters, and digital clusters are migrating into mass-market vehicles. Lawande said during the call that 40% of the clusters Visteon sells are now digital clusters “providing a long runway for future growth as our customers continue to fully digitize their cockpits.”
Prioritizing the production of high-end vehicles
In the presentation, the company said factors impacting auto industry output include the conflict in Ukraine, pandemic-related lockdowns in China and semiconductor shipments — although the latter improved at key suppliers during the quarter.
At the same time, as vehicle production is limited, automakers are pouring their efforts and available chips into higher specification vehicles — and those vehicles tend to have more digital displays.
“In the constrained supply environment, OEMs have prioritized the production and sale of the upper level fairings to maximize their sales and revenue,” said Lawande.
Onwards towards a digital, connected and electric future
Looking ahead to the remainder of the year, Visteon said in the presentation that it expects demand for digital cockpit products to continue to grow faster than the new vehicle market. Demand for digital cockpit components continues to be impacted by automakers prioritizing higher value vehicles and new product launches.
“We are excited about the digital, connected and electric future of the industry and are confident that Visteon’s product portfolio will continue to support these important industry trends,” said Lawande.
Related: Legacy mobile players are pursuing new digital chassis and cockpit collaborations
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