LG Electronics (066570.KS) is expanding its organic light-emitting diode (OLED) monitor business into the racing simulator market, leveraging superior picture quality and response speed. The strategy aims to accelerate its business-to-business (B2B) solutions business through partnerships with automotive brands, moving beyond the professional market for broadcasting and film production that it has previously targeted.
LG Electronics announced Tuesday that it will supply OLED monitors and TVs to the "Hyundai N Racing Simulator," a product from Hyundai Motor (005380.KS) that recreates the driving experience of its high-performance N brand in a virtual environment. The collaboration comes in two variants depending on specifications — the "Pro" and the "Racer." The higher-end Pro model features a 65-inch LG OLED Pro monitor, while the Racer model is equipped with a 65-inch LG OLED TV.
The LG OLED Pro monitor applied to the Pro model is based on 4K resolution and features an interface that stably transmits high-quality, high-capacity content without compression. It stands out for its built-in color correction feature, along with a calibration function that maintains uniform screen brightness and color, delivering colors similar to those of an actual racing circuit.
The near-infinite contrast ratio unique to OLED panels and their fast response speed are regarded as key competitive advantages in simulator environments that reproduce high-speed driving. Building on technological capabilities developed in video production settings, where accurate color reproduction is essential, LG Electronics has expanded its reach into racing simulation, where split-second control determines victory or defeat.
Hyundai's N brand chose LG OLED's picture quality competitiveness to convey the driving emotion of real vehicles. With this supply deal, LG Electronics plans to expand customized solutions business opportunities across areas ranging from video production sites to the industrial simulator market, based on its OLED and signage competitiveness.
