Pillar to Pillar Display Market

Pillar to Pillar Display Market Outlook (2022-2032)

The global pillar to pillar display market is expected to reach a valuation of US$ 36 million in 2022 and burst ahead at a CAGR of 46.2% to end up at US$ 1.65 billion by 2032.

Sales of pillar to pillar displays accounted for around 1% share of the global automotive display market at the end of 2021.

Report Attributes	Details
Pillar to Pillar Display Market Size (2022E)	US$ 36 Million
Estimated Market Value (2024F)	US$ 470 Million
Forecasted Market Value (2032F)	US$ 1.65 Billion
Global Market Growth Rate (2022-2032)	46.2% CAGR
Europe Market Share (2022)	43.2%
APAC Market Growth Rate (2022-2032)	~42.3%
North America Market Share (2022)	~32.1%
Key Companies Profiled	LG Continental Denso

Sales Analysis of Pillar to Pillar Displays (2022-2032)

Research and development for these displays began in mid-2016 for LG, when the engineering team started looking for potential ways to integrate continuous and singular touchscreen displays into luxury vehicle cockpits. Through primary input and continuous research and innovation, the concept of pillar to pillar displays was finalized for prototyping.

The emerging technology of the OLED display market in smartphones and other smart gadgets has gained significant penetration. Now, OLED display manufacturers are channelizing their focus towards automotive displays.

Automotive displays have evolved over the years, projecting innovation, smart device integration, and robust offerings. The market is currently in the embryonic stage of development, as P2P displays are not commercialized. Yet, the technology is gaining high traction among luxury car brands.

Fact.MR, a market research and competitive intelligence provider, reveals that the market will exhibit growth at 261% CAGR between 2022 and 2024, growing from US$ 36 million in 2022 to US$ 470 million by 2024.

Rising Electric Vehicle Sales Will Drive P2P Display Installation

The market share for electric vehicles increased from approximately 2% in 2019 to 10% in 2021. As a result, there are now more than 16.5 million electric vehicles on the roads worldwide, which is an increase of 3X from 2018. The market for electric vehicles has continued to expand quickly, with 2 million electric vehicle sales in the first quarter of 2022, a 75% increase over the same period in 2021.

Automakers are marking the opportunity for integrating innovation through their EV segment, which entails significant developments across matured geography. EVs would be the first choice of preference for automakers for the installation of pillar to pillar displays. Thereby, exponential growth of the electric vehicle market will provide the stage for P2P suppliers, owing to which, the segment will create an absolute dollar opportunity of US$ 1.62 billion over the forecast period.

P2P Displays for Luxury Car Brands to Create High-Value Generation

In 2021, there were around 56.3 million units of passenger vehicles sold across the globe, wherein, close to 10% penetration was captured by the luxury car segment. The integration of pillar to pillar displays is estimated to have higher penetration across luxury vehicles as customers would be willing to pay more dollars for such advancements in automotive display systems.

Due to the complex manufacturing process involved in pillar to pillar displays, the product in itself makes it expensive, which is not easily affordable by mass consumers in the market. Owing to this, the luxury cars segment would be one of the leading vehicle types marking its position for pillar to pillar display installation.

Country-wise Insights

Increasing Automotive Sales in the U.S. Will Drive Demand for P2P Displays

Automotive Grade Linux (AGL) is promoting linked cars by expediting auto infotainment applications. To accelerate the acceptance and development of completely open software stacks for connected automobiles, a collaborative project called AGL is bringing together technology companies, suppliers, and automakers.

As auto infotainment systems have already captured significant market share in the U.S automobile market, the emergence of P2P displays would be a stepping stone for automakers to leverage and generate ample revenue opportunities.

The pillar to pillar display market in the United States is expected to capture a market share of nearly 32% in 2024, and further expand rapidly at 18.5% CAGR from 2024 to 2032.

Germany Pillar to Pillar Display Market Expected to Be Highly Lucrative

Germany is renowned around the world for its strong engineering in the automotive sector. German automobiles are highly preferred across Asia and the Americas. Innovation, dependability, safety, and design attributes make Germany the global top producer in the automotive industry.

Top-notch R&D infrastructure, fully-integrated industry value chain, and highly skilled workforce lead to a world-class vehicle environment. These attributes have enabled businesses to develop modern technology that fully meets the mobility needs of the future.

As the maturity of the German automotive industry enables room for innovation, pillar to pillar display is one such technology. The Germany P2P display market is expected to capture nearly 45% of the European market share by the end of 2032.

Category-wise Insights

Market Growth to Be Led by OEM Sales for P2P Displays

Leading manufacturers of pillar to pillar displays are focusing only on OEMs as their sales channel during the initial launches of their products.

For example, LG collaborated with Mercedes, while Continental has decided to integrate its offerings with leading automakers. During the short term, OEM sales would account for nearly 95% of the market share by 2024-end.

OEMs will dominate the market for P2P displays as these products would have exponential growth after mass production, which would be witnessed post-2024. OEM sales channel growth is projected to leap at 220.4% CAGR from 2022 to 2024, and then expand at 17.4% CAGR during the period of 2025-2032.

The scenario will change post-product adoption and reorganization across end users, wherein companies would provide patent services to vendors for the mass manufacturing of P2P displays, which would have the aftermarket as their sales channel. All in all, the integration of sales channels from automakers for the integration of pillar to pillar displays into their new and existing fleets would create huge opportunities for revenue generation.

Automotive S Display Type Expected to Be Most Widely Deployed

Automotive displays have become vital elements of vehicles and are getting more technologically-advanced year on year. It is estimated that there would be more than 350 million automotive display shipments across the globe by 2025. Segments such as center stack displays, rear seat displays, and primary head-up displays will be the top-performing segments in terms of revenue generation.

As the automotive industry is taking innovation to the next scale, the adoption of high-end automotive displays is evident. Owing to this, the market for P2P displays is expected to grow 45X over the forecast period. S displays have been the most prominent display type across the automotive sector, which will see higher penetration for P2P displays and the segment is projected to capture nearly 52% market share by 2032-end.

Competitive Landscape

Prominent P2P display manufacturers and technology developers are LG, Continental, and Denso.

• LG Display recently entered into a collaboration with Mercedes to launch pillar to pillar displays in the market. LG Electronics has installed pillar to pillar displays in Mercedes-Benz EQS EV sedans.
• Continental has entered into a collaboration with one automobile company to launch their pillar to pillar displays in 2024. Denso also announced the launch of its in-house pillar to pillar display with a feature to prevent sunlight reflection, keeping cost in mind.
• Leading car brands such as Audi Etron, Porsche, Ford, Honda, Cadillac, and many others are in talks about the installation of pillar to pillar displays in their vehicles to provide a luxurious experience to their customers.

Fact.MR has provided detailed information about the price points of key manufacturers of pillar to pillar displays positioned across regions, sales growth, production capacity, and speculative technological expansion, in the recently published report.

Segmentation of P2P Display Industry Research

• By Display Type :

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

• By Sales Channel :

  • OEMs
  • Aftermarket

• By Region :

  • Americas
  • EMEA
  • Asia Pacific