Automotive Innovation $60 Billion in Opportunities

Automotive Innovation ─$60 Billion in Opportunities

Huge Opportunities for Touch Screen, Display, Sensors and Semiconductor Companies

By Jennifer Colegrove, Ph.D. ,CEO and principal analyst, Touch Display Research Inc.


The automotive industry’s adoption of new technologies has accelerated in the past couples of years. More and more touch screens and displays are integrated in the automobiles for better infotainment, intuitive control, and safety. ADAS (Advanced Driver Assistant Systems) and touchless human-machine-interaction have saved lives.

Figure 1. Automotive innovations: touch, display, ADAS and touchless human-machine-interaction

Source:  Automotive touch, display, ADAS and touchless 2016 report, Sept 2016, Touch Display Research Inc. Drawing credit: Parrot


Touch screen

Although there are many similarities, the touch panel for automotive market is very different from those in consumer electronics. The focus for touch panel intended for the consumer market is low price, low power consumption, portability, and typically less than three years of durability. On the other hand, automotive market requests over 10 years of durability while operating in harsh environment, but is willing to accept high price.

With projected capacitive touch spread in consumers’ smart phones and tablets in recent several years, car manufactures are also moving to projected capacitive touch panels, for example, Volkswagen, Ford, Tesla all adopted projected capacitive touch screen in their cars.

Our survey also found in-cell and on-cell touch is entering automotive industry.


The displays used for consumer electronics and automotive are very similar in terms of the technology, but the detail specifications are very different.  Automotive industry request the display to have wide operation temperature range from -40oC to 85oC and be able to pass vibration test.

High-end vehicles will have four or more displays per car, but low-end vehicles (for cost sensitive regions) will only have one display.

Although AMOLED (Active Matrix Organic Light Emitting Diode) displays have been demonstrated for vehicles, but due to the limited brightness and tradeoff with life time, and limited operation temperature, we believe it won’t be adopted for mass usage in automobiles until 2019.

ADAS and touchless human-machine-interaction (HMI)

ADAS (Advanced Driver Assistant Systems) includes many features. The top 3 most popular/critical features are automatic emergency braking, pre-collision warning, and blind-spot warning.

Currently ADAS feature is optional in many high-end cars, and we believe it will quickly become a must for many new buyer. By 2022, ADAS will become standard in most American cars.

Figure 2. Automotive touch, display, ADAS and touchless HMI revenue forecast

Source: Touch Display Research, Automotive touch, display, ADAS and touchless 2016 report

Touch Display Research forecasts the overall automotive touch, display, ADAS and touchless HMI market will grow from $15 billion in 2017, to $60 billion in 2023. The $60 billion opportunity will be gobbled by over 500 companies, which include approximately 100 automotive companies, approximately 200 touch screen companies, over 200 touchless human-machine-interaction (HMI) companies and approximately 30 display companies.

Dr. Jennifer K. Colegrove is the CEO and principal analyst of Touch Display Research Inc. She writes reports and performs consulting projects focusing on touch, display and sensor technologies, including touch screens, ITO-replacement, active pen, near-eye displays, flexible displays, OLED displays and lighting, e-paper displays , gesture control, voice control, eye control, and automotive advanced driver assistant system (ADAS).

Global Update
September 27, 2016