From January 7th to 10th, 2025, Pacific Time, the CES 2025 (International Consumer Electronics Show), a global benchmark for consumer electronics, kicked off in Las Vegas, USA. BOE (京东方) and its subsidiary BOE Varitronix showcased over 60 innovative technology products and diverse IoT scenario solutions, making a stunning appearance at CES. For the first time, they unveiled the **"HERO" plan** targeting the application scenarios of the intelligent automotive era to an international audience, delivering a spectacular tech feast for the industry and global visitors.
Leveraging its leading technological innovation capabilities and product application achievements, BOE was honored with the **"CES Innovation Award – 2025 Honoree in In-Vehicle Entertainment"** for its automotive splicing rollable flexible display. This recognition highlights how BOE's "Screen IoT" innovation accelerates scenario empowerment, creating a comprehensive "Powered by BOE" industrial value innovation ecosystem.
Notably, at CES 2025, BOE's exhibition area underwent a comprehensive upgrade, with significant improvements in size, the number of exhibits, and display formats. The exhibition area doubled in size compared to the previous year, featuring eight zones, including the Smart Cockpit Center, three technology brand zones, automotive innovation application zones, and integrated zones corresponding to the four scenarios of the "HERO" plan. **Thirteen global debut products** were showcased, setting industry trends and allowing visitors to experience the charm of technology firsthand. Particularly eye-catching was the commercial truck jointly displayed by BOE Varitronix and Stoneridge, featuring an advanced digital cockpit built from a shipping container, which drew considerable attention.
### **1. Three Major Technologies Leading the Display Trend**
In 2021, BOE officially launched the first technology brand in China's semiconductor display sector, guiding the industry toward more realistic, high-end, intelligent, and eco-friendly display development. Guided by this technology brand, BOE and its partners are continuously enhancing user experiences through technological advancements, shifting the industry from price-focused "zero-sum games" to value-focused "symbiotic coexistence." At CES 2025, BOE showcased its latest technological achievements and debut innovative display solutions empowered by its three major technology brands.
**In the LCD field**, BOE introduced the **world's first high-end UB Cell smart display**, leveraging deep optimization of ADS Pro technology. With a 3000:1 ultra-high contrast ratio, 0.7% ultra-low reflectivity, and up to 95% BT2020 color gamut, it surpasses OLED displays, revolutionizing user visual experiences. Additionally, the new UB Cell smart display integrates PNL temperature sensors and ambient light sensors for the first time in the industry, using AI to intelligently adjust display modes based on environmental conditions. It also features BOE's debut dynamic local refresh technology, enhancing fluidity while reducing power consumption.
**In the flexible OLED field**, BOE unveiled the industry-leading 31.6-inch splicing rollable display, the largest of its kind for automotive applications, capable of flexibly switching between 31.6 inches and 17.6 inches. BOE also debuted the world's first automotive display combining electric folding and bending functions, including a 15.05-inch foldable screen and a 17-inch curved breathing center console screen. The curved breathing screen can switch between flat and curved modes, while the foldable entertainment screen for the passenger seat features an R3 bending radius, allowing flexible deployment and storage based on usage scenarios.
**In the MLED field**, BOE's α-MLED technology brand powers the industry's largest 31.5-inch 4K glass-based active Mini LED display. With 4608 Mini LED backlight units and 1152 ultra-high partitions, it achieves unprecedented precision in light control, offering **million-level contrast**, **1000nits peak brightness**, **144Hz refresh rate**, and **99% DCI-P3 color gamut**, delivering an unparalleled visual experience for gaming, video editing, graphic design, and rear-seat entertainment.
### **2. HERO Smart Cocktail Revolutionizes Travel Experience**
With the maturation of 5G and AI technologies, new scenarios and applications are rapidly emerging, making the smart cockpit the "third space" in users' mobile travel experiences. At CES 2025, BOE and BOE Varitronix **officially launched the cutting-edge smart cockpit technologies under the "HERO" plan**, featuring ten innovative automotive devices, including a smart steering wheel, wood-grain display, haptic feedback system, naked-eye 3D display, and privacy screen. Five of these devices made their global debut, vividly illustrating a comprehensive smart cockpit solution integrating health (Healthiness), entertainment (Entertainment), relaxation (Relaxation), and office (Office) scenarios.
In 2023, BOE introduced the "HERO" plan for the intelligent automotive era, collaborating with global partners to create more smart cockpit experiences. Guided by this plan, BOE has fully applied its leading display technologies and solutions to the automotive sector. **According to Omdia's latest data, BOE ranked first globally in automotive display shipments and shipment area in the first three quarters of 2024.**
At the BOE center exhibition area during CES 2025, BOE showcased its third-generation "HERO Smart Cocktail," featuring **ultrasonic fingerprint technology** for the smart steering wheel, enabling users to adjust seats, steering wheel, and mirrors with a single touch. The **ECG & HOD system** monitors users' heart rate and ECG in real-time to prevent fatigue and dangerous driving. Additionally, the **12.3-inch wood-grain display**, **privacy screen for rear-seat private calls and meetings**, and **BOE's first direct RGB automotive interactive light** demonstrate the future trends of automotive display technology.
In the automotive innovation application zone, BOE and BOE Varitronix introduced several cockpit "black technologies," including a **44.8-inch PHUD (Panoramic Head-Up Display)** with advanced oxide technology and 2850 Mini LED partitions, achieving industry-leading 9K resolution, 7000nits peak brightness, and million-level contrast. Other innovations include a **17.3-inch ultra-thin ceiling screen** and the industry's first **15.05-inch flexible OLED Edge 3D center console display**, collectively shaping the future of travel experiences.
### **3. IoT Solutions Reshape Diverse Scenario Applications**
At CES 2025, BOE launched multiple IoT solutions corresponding to health, entertainment, relaxation, and office scenarios, showcasing interactive demonstrations.
**In the health scenario**, BOE presented itself as a constant health guardian, showcasing a **30.9-inch 12MC top-tier medical diagnostic display**. Designed for high-end medical imaging, this device offers high resolution, contrast, brightness, and fast response times, delivering smooth, high-density, and ultra-clear images.
**In the entertainment scenario**, BOE **collaborated with partners like Thunderobot, Lenovo, and Mechrevo to showcase several global debut or industry-leading gaming displays**, offering immersive and interactive experiences. For instance, the **ROG Strix 27 XG27UCS gaming monitor**, powered by BOE's ADS Pro technology, features a 27-inch 4K panel with a 178° wide viewing angle, ensuring consistent clarity from any angle. Additionally, the **first naked-eye 3D PC gaming handheld**, equipped with an 11-inch 2.5K 120Hz high-refresh screen and BOE's proprietary naked-eye 3D display technology, allows players to switch between 2D and 3D visuals without additional devices, delivering a groundbreaking immersive gaming experience.
**In the relaxation scenario**, BOE seamlessly connected technology with nature, **crafting an immersive camping experience**. The **globally debuted New π multimedia charging station**, featuring BOE's latest split flexible charging solution, offers up to 250KW fast charging power and can charge two vehicles simultaneously. Its 55-inch and 10.1-inch touchscreens, along with status-indicating LED lights, not only display charging progress but also integrate charging with outdoor digital media advertising, creating a unique and efficient charging experience.
**In the office scenario**, addressing the growing demand for remote and on-the-go work, BOE showcased the **C100 smart all-in-one device**, enabling seamless multi-screen collaboration between meeting rooms and vehicles. Equipped with cascading microphones, panoramic cameras, portable printers, and audio shields, it enhances remote work efficiency, user experience, and information security.
As new technologies and applications rapidly converge, the wave of intelligent industries is driving diversified development across sectors, including smart vehicles. BOE will continue to adhere to its "Screen IoT" strategy, leveraging its technological, market, and manufacturing strengths, along with industrial ecosystem resources, to build a collaborative industrial ecosystem from "chain" to "circle," sharing resources, co-creating ecosystems, and shaping the future with its partners.
Leveraging its leading technological innovation capabilities and product application achievements, BOE was honored with the **"CES Innovation Award – 2025 Honoree in In-Vehicle Entertainment"** for its automotive splicing rollable flexible display. This recognition highlights how BOE's "Screen IoT" innovation accelerates scenario empowerment, creating a comprehensive "Powered by BOE" industrial value innovation ecosystem.
Notably, at CES 2025, BOE's exhibition area underwent a comprehensive upgrade, with significant improvements in size, the number of exhibits, and display formats. The exhibition area doubled in size compared to the previous year, featuring eight zones, including the Smart Cockpit Center, three technology brand zones, automotive innovation application zones, and integrated zones corresponding to the four scenarios of the "HERO" plan. **Thirteen global debut products** were showcased, setting industry trends and allowing visitors to experience the charm of technology firsthand. Particularly eye-catching was the commercial truck jointly displayed by BOE Varitronix and Stoneridge, featuring an advanced digital cockpit built from a shipping container, which drew considerable attention.
### **1. Three Major Technologies Leading the Display Trend**
In 2021, BOE officially launched the first technology brand in China's semiconductor display sector, guiding the industry toward more realistic, high-end, intelligent, and eco-friendly display development. Guided by this technology brand, BOE and its partners are continuously enhancing user experiences through technological advancements, shifting the industry from price-focused "zero-sum games" to value-focused "symbiotic coexistence." At CES 2025, BOE showcased its latest technological achievements and debut innovative display solutions empowered by its three major technology brands.
**In the LCD field**, BOE introduced the **world's first high-end UB Cell smart display**, leveraging deep optimization of ADS Pro technology. With a 3000:1 ultra-high contrast ratio, 0.7% ultra-low reflectivity, and up to 95% BT2020 color gamut, it surpasses OLED displays, revolutionizing user visual experiences. Additionally, the new UB Cell smart display integrates PNL temperature sensors and ambient light sensors for the first time in the industry, using AI to intelligently adjust display modes based on environmental conditions. It also features BOE's debut dynamic local refresh technology, enhancing fluidity while reducing power consumption.
**In the flexible OLED field**, BOE unveiled the industry-leading 31.6-inch splicing rollable display, the largest of its kind for automotive applications, capable of flexibly switching between 31.6 inches and 17.6 inches. BOE also debuted the world's first automotive display combining electric folding and bending functions, including a 15.05-inch foldable screen and a 17-inch curved breathing center console screen. The curved breathing screen can switch between flat and curved modes, while the foldable entertainment screen for the passenger seat features an R3 bending radius, allowing flexible deployment and storage based on usage scenarios.
**In the MLED field**, BOE's α-MLED technology brand powers the industry's largest 31.5-inch 4K glass-based active Mini LED display. With 4608 Mini LED backlight units and 1152 ultra-high partitions, it achieves unprecedented precision in light control, offering **million-level contrast**, **1000nits peak brightness**, **144Hz refresh rate**, and **99% DCI-P3 color gamut**, delivering an unparalleled visual experience for gaming, video editing, graphic design, and rear-seat entertainment.
### **2. HERO Smart Cocktail Revolutionizes Travel Experience**
With the maturation of 5G and AI technologies, new scenarios and applications are rapidly emerging, making the smart cockpit the "third space" in users' mobile travel experiences. At CES 2025, BOE and BOE Varitronix **officially launched the cutting-edge smart cockpit technologies under the "HERO" plan**, featuring ten innovative automotive devices, including a smart steering wheel, wood-grain display, haptic feedback system, naked-eye 3D display, and privacy screen. Five of these devices made their global debut, vividly illustrating a comprehensive smart cockpit solution integrating health (Healthiness), entertainment (Entertainment), relaxation (Relaxation), and office (Office) scenarios.
In 2023, BOE introduced the "HERO" plan for the intelligent automotive era, collaborating with global partners to create more smart cockpit experiences. Guided by this plan, BOE has fully applied its leading display technologies and solutions to the automotive sector. **According to Omdia's latest data, BOE ranked first globally in automotive display shipments and shipment area in the first three quarters of 2024.**
At the BOE center exhibition area during CES 2025, BOE showcased its third-generation "HERO Smart Cocktail," featuring **ultrasonic fingerprint technology** for the smart steering wheel, enabling users to adjust seats, steering wheel, and mirrors with a single touch. The **ECG & HOD system** monitors users' heart rate and ECG in real-time to prevent fatigue and dangerous driving. Additionally, the **12.3-inch wood-grain display**, **privacy screen for rear-seat private calls and meetings**, and **BOE's first direct RGB automotive interactive light** demonstrate the future trends of automotive display technology.
In the automotive innovation application zone, BOE and BOE Varitronix introduced several cockpit "black technologies," including a **44.8-inch PHUD (Panoramic Head-Up Display)** with advanced oxide technology and 2850 Mini LED partitions, achieving industry-leading 9K resolution, 7000nits peak brightness, and million-level contrast. Other innovations include a **17.3-inch ultra-thin ceiling screen** and the industry's first **15.05-inch flexible OLED Edge 3D center console display**, collectively shaping the future of travel experiences.
### **3. IoT Solutions Reshape Diverse Scenario Applications**
At CES 2025, BOE launched multiple IoT solutions corresponding to health, entertainment, relaxation, and office scenarios, showcasing interactive demonstrations.
**In the health scenario**, BOE presented itself as a constant health guardian, showcasing a **30.9-inch 12MC top-tier medical diagnostic display**. Designed for high-end medical imaging, this device offers high resolution, contrast, brightness, and fast response times, delivering smooth, high-density, and ultra-clear images.
**In the entertainment scenario**, BOE **collaborated with partners like Thunderobot, Lenovo, and Mechrevo to showcase several global debut or industry-leading gaming displays**, offering immersive and interactive experiences. For instance, the **ROG Strix 27 XG27UCS gaming monitor**, powered by BOE's ADS Pro technology, features a 27-inch 4K panel with a 178° wide viewing angle, ensuring consistent clarity from any angle. Additionally, the **first naked-eye 3D PC gaming handheld**, equipped with an 11-inch 2.5K 120Hz high-refresh screen and BOE's proprietary naked-eye 3D display technology, allows players to switch between 2D and 3D visuals without additional devices, delivering a groundbreaking immersive gaming experience.
**In the relaxation scenario**, BOE seamlessly connected technology with nature, **crafting an immersive camping experience**. The **globally debuted New π multimedia charging station**, featuring BOE's latest split flexible charging solution, offers up to 250KW fast charging power and can charge two vehicles simultaneously. Its 55-inch and 10.1-inch touchscreens, along with status-indicating LED lights, not only display charging progress but also integrate charging with outdoor digital media advertising, creating a unique and efficient charging experience.
**In the office scenario**, addressing the growing demand for remote and on-the-go work, BOE showcased the **C100 smart all-in-one device**, enabling seamless multi-screen collaboration between meeting rooms and vehicles. Equipped with cascading microphones, panoramic cameras, portable printers, and audio shields, it enhances remote work efficiency, user experience, and information security.
As new technologies and applications rapidly converge, the wave of intelligent industries is driving diversified development across sectors, including smart vehicles. BOE will continue to adhere to its "Screen IoT" strategy, leveraging its technological, market, and manufacturing strengths, along with industrial ecosystem resources, to build a collaborative industrial ecosystem from "chain" to "circle," sharing resources, co-creating ecosystems, and shaping the future with its partners.
