Growth Opportunities in the European Passenger Vehicle In-vehicle Display Industry

The Impact of the Top 3 Strategic Imperatives on the In-vehicle Display Industry

Competitive Intensity

Why:

• The integration of advanced technologies and the changing dynamics associated with next-generation vehicles' smaller in-vehicle displays and limited functionality is challenging for original equipment manufacturers (OEMs).
• The growing demand for advanced display technologies and heads-up displays (HUDs), enhanced in-car entertainment, personalization, integrated apps, and other display capabilities will drive the in-vehicle display market.

Frost Perspective:

• To distinguish between premium and less-than-premium offerings, many manufacturers provide larger screens with more enhanced functionality than lower variants or models targeting the mass market.
• The growing exposure of tech-savvy customers to larger screens on their smartphones and tablets has resulted in mass-market OEMs following the trend of including larger screens in most models.

Transformative MegaTrends

Why:

• Enhanced user experience and the improved display of crucial information, such as navigation, driver-assistance features, vehicle status, and entertainment options, have transformed in-vehicle displays.
• Modern vehicle OEMs want to offer added features to distinguish their products from previous models.

Frost Perspective:

• Larger and more advanced in-vehicle displays enable the smooth integration of smartphone apps via Apple CarPlay or Android Auto, allowing access to familiar apps and features directly from the car's display.
• As new-age vehicles continue to evolve, large in-vehicle displays will be crucial in displaying essential information to the passenger and providing other streaming and entertainment services.

Internal Challenges

Why:

• In-vehicle displays can make driving a vehicle more complex, possibly increasing the risk of accidents through driver distraction.
• The cost and technical hurdles OEMs encounter in integrating larger screens into vehicles will raise the overall vehicle cost.

Frost Perspective:

• OEMs will charge a premium for vehicles with larger and more advanced in-vehicle displays compared to smaller screen sizes with fewer functionalities.
• Automakers can prioritize clean, user-friendly interfaces with easily accessible menus to reduce driver distraction. Voice commands, gestures, and physical buttons can minimize the need for direct touchscreen interaction.

Scope of Analysis

• Automakers drive the in-vehicle display market, dominating innovation and revenue generation.
• The study presents an overview of in-vehicle displays for European premium and mass-market OEMs and offers a vehicle segment* analysis.
• The research investigates the market penetration of various display systems across OEMs and provides a market evaluation.

Key Questions This Study Will Answer

• What are the growth opportunities for OEMs in the in-vehicle display market?
• What are the primary drivers and restraints for the in-vehicle display market?
• What are the display types and trends across various European OEMs?
• What are automakers’ future strategies in the infotainment system space?
• What is the revenue growth for the display market in Europe up to 2030?

Key OEMs Included in this Report

Display Segmentation

In-vehicle Display Size Category

• <5"
  • In-vehicle displays smaller than 5" are monochrome display units with buttons as their primary human–machine interface (HMI).
  • OEMs usually offer them on base and base+1 variants.
  • Basic integrated features include AM/FM, CD, DVD, USB, AUX, and Bluetooth.
• 5"–10"
  • In a few cases, audio systems with a touchscreen color display exceeding 5" and built-in navigation fall under the 5"–10" category.
  • Larger screens enhance the user experience, improve usability and readability, and enable the integration of multiple functions into a single interface.
• >10"–15"
  • Displays of this size are mostly premium offerings, available as standard or optional equipment in cars.
  • A larger screen reduces the need for physical buttons and clutter on the dashboard.
  • Bigger touchscreen displays support integration with smartphones and smart devices, allowing access to apps, music, and other entertainment functionalities.
• >15"
  • Few displays greater than 15" are available on the market, but they have the potential for integration into more cars because of their ability to integrate and operate advanced technologies and other safety features.
  • Most of these displays will have a portrait or tablet-style screen to accommodate more features and enhance the user experience.

Competitive Environment

Key Competitors

• BMW
• Ford
• Geely
• Stellantis
• Honda
• Hyundai-Kia-Genesis
• Daimler
• Renault-Nissan-Mitsubishi
• Tata Motors (Jaguar Land Rover)
• Toyota
• VW
• Mazda
• Bosch
• Continental
• Denso
• Harman
• Visteon
• LG Electronics
• Delphi Technologies (now part of Aptiv PLC)
• Panasonic
• Clarion