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ven. 6 Jul 2018 – 5:50 AM
Tokyo
Fully digital screens replace speedometers and dials in vehicles, making Japan Display Inc (JDI) an optimistic leader
While most new models generally have a central information panel for maps, entertainment and other functions, manufacturers are replacing more and more the dashboard facing the driver with a flat screen. Look inside the latest BMW or Mercedes-Benz, it is likely that Japan Display has made the panel.
Replacing instrument clusters by displays is difficult as they must be more reliable and withstand temperature variations, while providing critical information. 19659006] This also makes them more expensive and gives viewers the openness to demand higher margins, making it an attractive business.
Japan Display, the world's largest supplier of car panels, bets that the move to electric vehicles will make the main selling point of any car is the attention worn by motorists to the interior aesthetics of automobiles.
Holger Gerkens, who heads JDI's automotive business, said in an interview: about the engine – how many cylinders, how much horse power, the sound of it – but with the electric vehicles all gone .How do you create the attraction? You can do a lot with screens. "[19659003] Digital dashboards provide driver benefits, for example by changing the style and amount of information for different driving modes, making the maps more visible when needed. They are mainly used in high-end cars manufactured by Audi, Mercedes-Benz and some supercar manufacturers.
JDI's automotive activities generated 100 billion yen ($ 1.23 billion) last year The company expects sales will increase by 40% by March 2020. JDI, which already supplies about 30% of the European automotive market, is expanding in the United States, in Japan and China, said Gerkens
This could be good news for investors, who saw the company's share fall by 32% last year. 1.6% drop in mid-day game The Japanese company controlled 19 percent of the global automotive market from $ 6.7 billion last year, said IHS Markit. LG Display finished second with 14%
Damian Thong, an analyst at Macquarie Group Ltd., said: "It's a combination of great variety and low volume, but automotive activity could potentially offer Higher profit margins will be a crucial test. "Global smartphone sales, which account for about 80% of revenue, are also behind JDI's desire to increase sales. of motor vehicles.
In addition, Apple Inc., the largest customer of the company, adopts the new generation of organic light emitting diodes. displays, that JDI does not produce in massive quantities. Samsung Electronics Co and LG Display Co provide the most OLED screens in the world.
The adoption of OLED in cars will probably take longer. Unlike liquid crystal displays, OLED pixels can shine alone and do not require backlighting, making them thinner and more energy efficient. These are significant advantages with regard to smartphones, but automakers will probably be more concerned about the limited lifespan and the significantly higher price of OLED, said Mr Gerkens
. , but could not compete with South Korean rivals and Taiwanese in the capital investment and price competition.
JDI was established in 2012 in a merger of the screen-making units of Toshiba Corp, Sony Corp, and Hitachi Ltd. a strategy of focusing on smaller screens and better quality, which allowed him to gain a foothold in the automotive industry
"We are moving away from rectangular flat screens." Mr Gerkens. BLOOMBERG
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