Pillar to Pillar Display Market

Pillar to Pillar Display Market Outlook (2025 to 2035)

The global pillar to pillar display market is projected to increase from USD 691.4 million in 2025 to USD 30,846.3 million by 2035, with a CAGR of 46.2% during the forecast period. Growth is driven by rising demand for advanced infotainment systems and smart cockpits.

These innovations make pillar-to-pillar displays ideal for luxury and electric vehicles, offering seamless, high-resolution information and entertainment interfaces that enhance both driver convenience and passenger experience.

Quick Stats for Pillar to Pillar Display Market

• Industry Value (2025): USD 691.4 Million
• Projected Value (2035): USD 30,846.3 Million
• Forecast CAGR (2025 to 2035): 46.2%
• Leading Segment (2025): S Type Displays (30% Market Share)
• Fastest Growing Country (2025-35): India (46.8% CAGR)
• Top Key Players: LG, Continental, and Denso

What are the Drivers of Pillar-to-Pillar Display Market?

The pillar-to-pillar (P2P) display market is witnessing strong growth, driven by the rapid evolution of automotive interiors toward advanced digital cockpits. As vehicles increasingly integrate infotainment, navigation, connectivity, and control functions into a centralized interface, pillar-to-pillar display offers a seamless, expansive visual platform that stretches across the entire dashboard.

Pillar-to-pillar displays not only enhance the driver and passenger experience with intuitive interaction and high visual quality but also align with the broader industry shift toward software-defined vehicles (SDVs). Automakers are prioritizing user interface innovation to differentiate their offerings in a highly competitive and tech-driven market.

The rising penetration of electric vehicles (EVs) and luxury vehicles is propelling the growth of the pillar-to-pillar display market. Consumers of EVs often expect futuristic aesthetics and high-end technology integration, making large-format, high-resolution dashboard displays a natural fit. Luxury carmakers are also leveraging pillar-to-pillar displays to create immersive, multi-zone experiences for both drivers and passengers, offering functions like in-seat entertainment, climate control access, and even in-dash gaming.

Technological advancements in display components are also playing a critical role in market expansion. Breakthroughs in OLED and flexible display technology have enabled the development of curved, ultra-thin, and energy-efficient panels that can be seamlessly integrated into vehicle dashboards.

Features such as local dimming, switchable privacy modes, and augmented reality overlays enhance safety and personalization, supporting the use of displays for both infotainment and Advanced Driver Assistance Systems (ADAS). As these innovations continue to improve cost-effectiveness and performance, pillar to pillar displays are becoming increasingly feasible for wider deployment beyond premium segments.

With the growing integration of 5G, V2X (vehicle-to-everything) communication, and in-car cloud connectivity, vehicles now require sophisticated user interfaces to manage these services. Pillar-to-pillar displays act as a central hub for connected services, including real-time traffic data, streaming platforms, voice assistants, and smart home integration, pushing OEMs to adopt larger and more functional displays.

Consumers demand high levels of in-vehicle personalization, including adjustable user profiles, ambient themes, and entertainment preferences. Pillar to pillar displays support multiple user interfaces across a single surface, allowing passengers and drivers to interact with different modules simultaneously. Some systems also offer switchable privacy modes or context-aware UI layouts, driving further innovation and adoption.

Strategic partnerships and investment initiatives between automotive OEMs and technology providers are accelerating the commercialization of pillar-to-pillar displays. Companies like LG Display, Continental, and Denso have secured large-scale contracts to supply pillar-to-pillar systems, with production ramping up to meet growing demand. Moreover, the growing ability of manufacturers to mass-produce curved, large-format OLED and LCD panels, combined with economies of scale, is helping reduce costs and improve availability.

What are the Regional Trends of Pillar to Pillar Display Market?

North America, particularly the U.S., is emerging as a dominant region in the pillar-to-pillar display market. Factors such as the strong presence of premium and electric vehicle manufacturers such as Tesla, General Motors, and Ford and high consumer demand for advanced in-vehicle technologies, are driving early adoption of pillar-to-pillar displays. U.S. automakers are actively integrating large-format displays in next-generation models to enhance the digital experience and remain competitive. Moreover, strong tech-industry collaboration and high per capita income further support the region's appetite for high-end cockpit innovations.

Germany, France, and the U.K., where luxury automotive brands such as Mercedes-Benz, BMW, Audi, and Porsche are spearheading the integration of full-width dashboard displays, are witnessing rapid growth of the market. Strict automotive safety and emissions regulations are accelerating the shift toward electric and software-defined vehicles, promoting the market growth in the region.

Moreover, customer preference for premium vehicles with modern interiors is pushing manufacturers to adopt advanced cockpit technologies, supported by initiatives around vehicle digitization and sustainability.

Asia-Pacific is expected to be the fastest-growing region in the pillar to pillar display market, fueled by rapid vehicle electrification, high-volume car production, and increasing demand for in-car digital experiences. China, in particular, leads the region due to its strong EV ecosystem and domestic giants like BYD, NIO, and XPeng investing heavily in smart cockpit innovations. South Korea and Japan are also key players, with companies like LG Display, Hyundai, and Toyota contributing to the development and deployment of large-format displays.

The Middle East and Southeast Asia are experiencing steady growth of the market. Gradual improvements in vehicle electrification and growing interest in connected vehicle technologies are expected to support the growth of pillar to pillar display market in the region.

What are the Challenges and Restraining Factors of Pillar to Pillar Display Market?

One of the major challenges for the growth of the pillar-to-pillar display market is the high expense involved in developing and integrating these expensive displays. Utilizing advanced display technologies like OLED and flexible panels, combined with the need for custom dashboard fittings and high-resolution graphics processing, makes pillar-to-pillar systems considerably costlier than traditional infotainment setups.

This restricts adoption primarily to premium and luxury vehicle segments, limiting scalability in mass-market or entry-level vehicles where cost-efficiency is critical.

Technical and engineering complexities of producing and installing seamless full-width displays are hindering the growth of pillar to pillar display market. Ensuring uniform brightness, accurate color calibration, and durability across such large screens is difficult. These displays must be engineered to withstand in-vehicle conditions such as extreme temperatures, constant vibration, and long operational hours without degradation in performance.

Thermal management and power consumption also pose concerns, especially for electric vehicles where energy efficiency is a top priority. Pillar-to-pillar displays can generate significant heat and consume large amounts of power due to their size and high-resolution requirements.

Integration and regulatory challenges present additional hurdles for the growth of pillar to pillar display market. Pillar-to-pillar displays must communicate seamlessly with various vehicle subsystems, ranging from ADAS and navigation to multimedia and climate control, which demands complex software coordination. The lack of industry-wide standardization for display formats, interfaces, and safety protocols can delay development and increase customization costs.

Country-Wise Outlook

U.S. Pillar to Pillar Display Market sees Growth Driven by Advanced Infotainment

The pillar to pillar display market growth is propelled by several interrelated trends, including the widespread adoption of advanced infotainment and advanced driver-assistance systems (ADAS). U.S. automakers and tech firms, including those part of the Automotive Grade Linux (AGL) consortium, are accelerating the shift toward open-source infotainment architectures, resulting to propel the market growth.

Rising sales of electric vehicles (EVs) in the U.S. are playing a significant role. EVs frequently feature digital cockpits as a part of their high-tech interior packages, making them ideal platforms for pillar to pillar display integration. The global correlation between EV growth and pillar to pillar display uptake holds in North America.

China witnesses Rapid Market Growth Backed by Technological Advancements

China is firmly leading the global expansion of pillar‑to‑pillar (P2P) displays, primarily driven by the country’s rapid rollout of electric and intelligent vehicles. In 2024, over 1.5 million “cluster‑free” models (i.e., those replacing traditional gauge clusters with HUDs and center screens) were sold, a 50 % year‑over‑year increase, with brands like Li Auto accounting for nearly a third of that volume.

Demand for rear entertainment and large central screens is also increasing, resulting in market growth. Installations of rear entertainment systems doubled in 2024, nearly 900,000 units sold, a 122 % rise, mainly in mid-to-large sedans and SUVs. Over 3.3 million new vehicles featured combined dual- or triple-display setups, including high-end variants like foldable or curved OLED screens. Early 2024 saw more than 3 million passenger cars equipped with large‑center console screens (>10″), representing over 80 % penetration in new models.

Technology-wise, China is aggressively adopting OLED-based pillar-to-pillar setups. Examples include the Voyah Courage’s curved-edge OLED and the Yangwang U7’s combination of OLED and LCD displays. Manufacturers are also piloting foldable and rollable display technologies in passenger cabins. Thus, growing technological advancements are propelling the growth of the pillar-to-pillar display market.

Growing Automotive Sector to Drive the Market Growth in Japan

The pillar‑to‑pillar display market in Japan, as a part of the broader automotive display sector, has been steadily growing. Japanese automakers and Tier‑1 suppliers such as Denso, Panasonic, Nippon Seiki, and Japan Display Inc. (JDI) are actively investing in advanced cockpit technologies, including OLED and microLED panels. Their global leadership in automotive-grade electronics positions Japan to ramp up pillar-to-pillar display deployment as new EV and ADAS models launch. JDI, in particular, has been moving into OLED and microLED segments, which are foundational for seamless pillar-to-pillar dashboard designs.

Expanding EV sales, consumer demand for smart interiors, and OEM-led cockpit innovation are combining to drive adoption of pillar to pillar display in Japan.

Category-wise Analysis

S-Type to Exhibit Leading by Display Type

S-Type displays segment dominate the pillar to pillar display market due to their balanced integration of design flexibility, functionality, and cost-efficiency. Automakers prefer S-Type configurations as they offer seamless dashboard aesthetics while accommodating multiple screen zones, such as cluster, infotainment, and passenger displays, within a single panel. This format aligns well with vehicles adopting partial or hybrid digital cockpits, especially in mid-to-high-end electric vehicles (EVs) and SUVs. The proven compatibility of S-Type displays with both LCD and OLED technologies further contributes to their widespread implementation.

C-Type displays are the fastest-growing segment in the pillar to pillar display market, driven by their high-end, immersive design that wraps the dashboard in a continuous “C” shaped format. This design is gaining traction in luxury and flagship EVs as manufacturers look to create futuristic, software-defined interiors. C-Type displays enable a fully connected cockpit experience, offering expansive screen real estate for ADAS data, entertainment, navigation, and personalization. OEMs such as BYD, NIO, and Mercedes-Benz are exploring or deploying such designs, especially in vehicles that prioritize advanced digital human-machine interface (HMI). As display technologies like OLED and microLED improve flexibility and reduce panel thickness, C-Type configurations are expected to proliferate rapidly.

OEM to Exhibit Leading by Sales Channel

The OEM (Original Equipment Manufacturer) segment currently dominates the pillar-to-pillar display market. Automakers are increasingly integrating advanced cockpit systems, including expansive pillar-to-pillar displays, directly into new vehicle models, particularly electric and luxury vehicles. Leading automotive brands such as Mercedes-Benz, BMW, and Hyundai are collaborating with Tier-1 suppliers like Continental, LG Display, and Denso to equip factory-built vehicles with factory-fitted pillar-to-pillar displays. Moreover, stringent safety regulations and consumer expectations for advanced infotainment systems are reinforcing the dominance of the OEM channel.

Aftermarket segment is the fastest-growing in the pillar to pillar display market. Advancements in installation technology, affordability of curved OLED/LCD panels, and rising penetration of connected car services are driving aftermarket adoption. Furthermore, the aftermarket channel benefits from e-commerce expansion, allowing enthusiasts and third-party installers to access advanced display kits previously limited to OEM platforms.

Competitive Analysis

The pillar-to-pillar display market is becoming increasingly competitive, with rapid technological innovation, strategic partnerships, and a strong presence of leading Tier-1 suppliers and display manufacturers. Companies are actively developing ultra-wide OLED and curved LCD panels optimized for in-vehicle use, prioritizing energy efficiency, durability, and high-resolution imaging to meet the demands of premium and electric vehicles.

Continental AG has established itself as a front-runner by introducing its pillar-to-pillar OLED display platform, securing production deals with multiple global OEMs. The company’s strength lies in its ability to integrate hardware and software for a seamless user interface. Similarly, LG Display has been a pioneer in curved OLED panels for pillar-to-pillar applications, supplying to luxury EV manufacturers such as Mercedes-Benz. Denso continues to leverage its automotive electronics legacy to produce integrated cockpit systems, including pillar-to-pillar display setups with ADAS and infotainment integration.

Companies are focusing on flexible and rollable displays, positioning themselves for next-gen cockpit applications. Furthermore, emerging startups and niche firms specializing in microLED and digital cockpit software are entering the space, intensifying competition and pushing technological boundaries.

Overall, the competitive landscape is defined by vertical integration, localization strategies, and co-development partnerships between display manufacturers and automakers. Companies that can offer modular platforms, fast production scalability, and OTA-updatable interfaces will maintain a competitive edge in this fast-evolving market.

Key players in the market are LG, Continental, Denso and other players.

Recent Development

• In June 2025, VIA formed a joint venture with Autolink in Wuxi to localize production and integrate smart cockpit technologies, including cameras and touch sensors.
• In December 2024, VIA Optronics AG, a leading supplier of interactive display solutions, secured two significant contracts with a premium Tier-1 Chinese Electric Vehicle (EV) Original Equipment Manufacturer (OEM). These contracts involve the supply of dual 24-inch pillar-to-pillar (P2P) display modules, both housed under a single cover glass.

Segmentation of Pillar to Pillar Display Market

• By Display Type :

  • S Type Displays
  • V Type Displays
  • C Type Displays
  • L Type Displays

• By Sales Channel :

  • OEMs
  • Aftermarket

• By Region :

  • North America
  • Latin America
  • Western Europe
  • Eastern Europe
  • East Asia
  • South Asia & Pacific
  • Middle East & Africa