Looking back at the car market so far this year, price reduction is a frequent hot word. A price war is a brutal one. It hurts the enemy a thousand and it hurts the enemy eight hundred. As an important interface of intelligent cockpit "human-vehicle interaction", vehicle display is becoming the focus of major vehicle manufacturers, and it is also the next battlefield for panel factories.

According to Omdia's report, in-vehicle TFT LCD revenue will become the largest component of the small and medium-sized TFT LCD market in 2022.  The latest market share statistics for the first half of 2023 show that Shentianma still maintains the world's first market share in the field of vehicle front installation and vehicle instrument display, and continues to lead the gold track in the field of small and medium-sized display.

Intelligent vehicle display has become a core selling point, and multi-screen drive the demand for vehicle display has increased significantly

Different from the transformation of engines and gearboxes in the mechanical era, the differentiated competition of new energy focuses on intelligent driving and intelligent cockpit. It is not difficult to see that the large-size central control LCD screen takes the lead in replacing the traditional central control screen, the full LCD instrument has gradually replaced the traditional instrument, the central control screen and the dashboard multi-screen schemes have emerged, a few models have added HUD head-up display, streaming media rearview mirror, etc., human-computer interaction is diversified, and the degree of intelligence has been significantly improved. In the context of new energy vehicles that use the on-board display as a selling point, fuel vehicles also follow to upgrade the on-board display.

From the perspective of on-board display technology, there is a pattern of coexistence of multiple technologies: Mini LED backlight is one of the upgrade solutions for on-board display, which can be matched with the existing LCD main flow production technology; Micro LED although the market attention is high, but maturity and commercialization need time, the future can be used for display fields such as vehicle; The application of OLED technology in the field of vehicle display as one of the hot spots of the industry, on the one hand, to provide more diversified solutions for vehicle display, on the other hand, it is also conducive to better expand the application field of OLED technology. However, at present, the application of OLED technology in the field of vehicle display is still facing the test of vehicle gauge stability, life and so on, and the industry is still continuing to increase investment in relevant technologies and solutions to improve and enhance.

The Shanghai Auto show in April also offered a glimpse of the future. According to Shentianma official micro introduction, tanks, Shanhai guns, polar krypton X, look up U8, or BMW, Ford, Honda and many other brand series of first or concept models, etc., have chosen Shentianma display solutions, products include 7 inch to 12.3+27 inch joint screen, instrument display, center control display to the passenger, rearview mirror, etc. The technology form includes LTPS, Mini LED and so on.

Land plant gradually leading, deep Tianma first for three consecutive years

The car shows that the participants overall present a tripartite situation of Chinese (including Taiwan), Japanese and Korean funded enterprises.  From the competitive situation, the mainland panel factory strategy is positive, China's mainland Shentianma, BOE and other panel factories in the automotive display market gradually in a leading position.

The vehicle business is positioned as one of the two core strategies of Shentianma. Shentianma mainly provides display modules to Oems or Tier1 manufacturers, and its customer resources cover Chinese, European, American, Japanese, Korean and other major automakers, and has achieved full coverage of international mainstream customers and Chinese independent brands (Top 10). In 2022, Shentianma's vehicle business sales revenue exceeded 7.4 billion yuan, accounting for 24% of the total revenue, an increase of 27%. Among them, vehicle LTPS business revenue doubled year-on-year. In the first half of this year, Shentianma's new on-board project opportunities accumulated rapidly, and the project fixed-point amount remained high, covering OLED, Local Dimming and other technologies, automotive electronics, new energy and other business directions, among which the LTPS on-board fixed-point project amount accounted for nearly 70%.

At the same time, Deep Tianma has opened up high-end projects with a number of international head car manufacturers to promote the growth of volume. At the quality level, automotive electronics will directly deliver display assembly products to the car factory, with higher requirements for the complexity of the process and modules, and the overall value of the product will also be increased accordingly. In the first half of 2023, the share of Shentianma in major new energy vehicle customers accelerated, and the automotive electronics business began to deliver in bulk to international head customers; The vehicle Mini-LED products have been shipped to overseas customers in bulk, and the technical solution launched has achieved a super high display contrast ratio of more than 1,000:1, and is still iterating; In the cutting-edge technology Micro-LED business, the automotive field has launched innovative project cooperation with the world's leading enterprises.

In the future, with the production of Shentianma TM19 (8.6GEN line) and TM20 (new display module production line), in terms of its vehicle business, TM19 will form a flexible match with TM20 and the existing module production line to support the further improvement of vehicle production capacity and mass production technology, and further meet the order needs of Shentianma's vehicle customers. Support the needs of its customers for multi-technology and multi-specification vehicle display products.