Samsung supplies first sliding OLED display for Geely’s Zeekr

Samsung Display has begun supplying three types of OLED displays for Zeekr’s 9X flagship SUV, a model produced by the Chinese automaker Geely Auto Group, since the second half of 2023.

The displays include center information panels, passenger information screens, and rear-seat entertainment units, with the latter featuring a ceiling-mounted design and a “wing-style sliding screen” that moves up to 88 centimeters between the second and third rows.

The 17-inch OLED rear-seat display is reported to be the first of its kind.

Zeekr’s 9X SUV is a popular luxury model in China, priced over 500,000 yuan (US$71,800).

🔗 Source: The Korea Times

🧠 Food for thought

Implications, context, and why it matters.

The deal’s true value depends on Zeekr’s sales volume and screen adoption rates

The revenue impact of Samsung Display’s automotive OLED display supply deal for Zeekr’s 9X flagship SUV, which was launched in the second half of last year, has not been quantified.
In November, 8,124 Zeekr 9X units were delivered, then more than 10,000 were delivered in December. Full-year sales targets still need to be checked to estimate long-term OLED panel demand for the center information panel, the passenger information display, and the rear-seat entertainment display 1.
Clarification is still needed on whether the 17-inch, ceiling-mounted rear-seat entertainment OLED display with the “wing-style sliding screen” is included on all 9X trims or sold as an option.
Since over 70% of Zeekr 9X buyers choose high-spec models, a confirmed take-rate for the rear-seat display would make the deal’s size easier to gauge 2.

Large in-car screens create an opening for video software and content providers

Streaming services and software vendors can treat large rear-seat displays like the Zeekr 9X setup as a new way to reach passengers in vehicles marketed as premium, cinema-like experiences.
Automakers can speed rollout by using open operating systems like Android Automotive, which includes a native app store with streaming services like Tubi 3.
Video app teams and underlying technology providers can focus partner outreach by tracking which original equipment manufacturers (OEMs) are shipping vehicles with these platforms, including Ford and Volvo 3.