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From January 7th to 10th, 2025, Pacific Time, the CES 2025 (International Consumer Electronics Show), representing the global trendsetter in 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 application scenarios in 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 awarded the "CES Innovation Award – 2025 Honoree in In-Vehicle Entertainment" for its in-vehicle splicing sliding flexible display. This accolade fully demonstrates how BOE's "Screen-Connected IoT" innovation accelerates scenario empowerment, creating a value-driven industrial ecosystem under the "Powered by BOE" banner.
Notably, at CES 2025, BOE's exhibition area underwent a comprehensive upgrade, with significant improvements in size, the number of exhibits, and presentation formats. The exhibition area doubled in size compared to the previous year, featuring eight zones, including the Smart Cockpit Center, three technology brand zones, in-vehicle innovation application zones, and integrated zones corresponding to the four scenarios of the "HERO" plan. A total of 13 global debut products were showcased, setting industry trends and allowing visitors to experience the allure of technology firsthand. A standout exhibit 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 Display Trends
In 2021, BOE officially launched the first technology brand in China's semiconductor display sector, steering the industry toward more realistic, high-end, intelligent, and eco-friendly display development. Guided by this brand, BOE and its partners are continuously enhancing user experiences through technological advancements, shifting the industry from price-focused "zero-sum games" to value-driven "symbiotic integration." At CES 2025, BOE showcased its latest innovations and debut display solutions empowered by its three major technology brands.
In the LCD domain, 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 visual experiences. Additionally, the 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 smoothness while reducing power consumption.
In the flexible OLED domain, BOE unveiled the industry-leading 31.6-inch splicing sliding display, the largest of its kind for in-vehicle applications, capable of flexibly switching between 31.6 inches and 17.6 inches. BOE also debuted the world's first in-vehicle display combining electric folding and bending functions, including a 15.05-inch foldable screen and a 17-inch curved breathing center console display. The curved breathing display 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 domain, BOE's α-MLED technology 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. This delivers an unparalleled visual experience, catering to gaming, video editing, graphic design, and rear-seat entertainment.
2. HERO Smart Cocktail Revolutionizes Travel Experiences
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 "HERO" plan, showcasing cutting-edge smart cockpit technologies, including intelligent steering wheels, wood-grain displays, haptic feedback systems, naked-eye 3D displays, and privacy screens. Five of these were global debuts, vividly illustrating the integration of health (Healthiness), entertainment (Entertainment), relaxation (Relaxation), and office (Office) scenarios into a comprehensive smart cockpit solution.
In 2023, BOE introduced the "HERO" plan for intelligent automotive scenarios, collaborating with global partners to create more immersive smart cockpit experiences. Under this plan, BOE has applied its leading display technologies and solutions extensively in the automotive sector. According to Omdia, BOE ranked first globally in both in-vehicle display shipments and shipment area in the first three quarters of 2024.
At CES 2025, BOE's central exhibition area showcased the third-generation "HERO Smart Cocktail," featuring the world's first ultrasonic fingerprint technology on an intelligent steering wheel, enabling users to adjust seats, steering wheels, and mirrors with a single touch. The ECG & HOD system monitors users' heart rate and ECG in real-time to prevent fatigue driving. Additionally, a 12.3-inch wood-grain display, a privacy screen for rear-seat private calls and meetings, and BOE's first direct RGB in-vehicle interactive light were displayed, highlighting the future of in-vehicle display technology.
The in-vehicle innovation application zone featured several cockpit "black technologies," including a 44.8-inch PHUD (Panoramic Head-Up Display) with advanced oxide technology and 2850 Mini LED partitions, achieving 9K ultra-high resolution, 7000nits peak brightness, and million-level contrast. Other highlights included a 17.3-inch ultra-thin ceiling display 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 introduced multiple IoT solutions corresponding to health, entertainment, relaxation, and office scenarios, with interactive demonstrations on-site.
In the health scenario, BOE showcased a 30.9-inch 12MC top-tier medical diagnostic display, designed for high-end medical imaging applications. With high resolution, contrast, brightness, and fast response times, it delivers smooth, high-density, and ultra-clear images.
In the entertainment scenario, BOE partnered with brands like Thunderobot, Lenovo, and Mechrevo to display several global debut or industry-leading gaming monitors, offering immersive and interactive experiences. The ROG Strix XG27UCS gaming monitor, powered by BOE's ADS Pro technology, features a 27-inch 4K panel with a 178° 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 screen and BOE's proprietary naked-eye 3D technology, allows seamless 2D/3D switching without additional devices, delivering a groundbreaking gaming experience.
In the relaxation scenario, BOE seamlessly integrated technology with nature, creating an immersive camping experience. The global debut of the New π multimedia charging station, featuring BOE's latest split flexible charging solution, offers 250KW fast charging for two vehicles simultaneously. With 55-inch and 10.1-inch touchscreens and status-indicating LED lights, it combines efficient charging with outdoor digital media advertising, offering a unique and entertaining 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.
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As new technologies and applications rapidly converge, the wave of intelligent industries is driving diversified development across sectors, including smart vehicles. BOE remains committed to its "Screen-Connected IoT" strategy, leveraging its technological, market, and manufacturing strengths to build a collaborative industrial ecosystem. Together with its partners, BOE aims to share resources, co-create ecosystems, and shape a shared future.
Leveraging its leading technological innovation capabilities and product application achievements, BOE was awarded the "CES Innovation Award – 2025 Honoree in In-Vehicle Entertainment" for its in-vehicle splicing sliding flexible display. This accolade fully demonstrates how BOE's "Screen-Connected IoT" innovation accelerates scenario empowerment, creating a value-driven industrial ecosystem under the "Powered by BOE" banner.
Notably, at CES 2025, BOE's exhibition area underwent a comprehensive upgrade, with significant improvements in size, the number of exhibits, and presentation formats. The exhibition area doubled in size compared to the previous year, featuring eight zones, including the Smart Cockpit Center, three technology brand zones, in-vehicle innovation application zones, and integrated zones corresponding to the four scenarios of the "HERO" plan. A total of 13 global debut products were showcased, setting industry trends and allowing visitors to experience the allure of technology firsthand. A standout exhibit 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 Display Trends
In 2021, BOE officially launched the first technology brand in China's semiconductor display sector, steering the industry toward more realistic, high-end, intelligent, and eco-friendly display development. Guided by this brand, BOE and its partners are continuously enhancing user experiences through technological advancements, shifting the industry from price-focused "zero-sum games" to value-driven "symbiotic integration." At CES 2025, BOE showcased its latest innovations and debut display solutions empowered by its three major technology brands.
In the LCD domain, 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 visual experiences. Additionally, the 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 smoothness while reducing power consumption.
In the flexible OLED domain, BOE unveiled the industry-leading 31.6-inch splicing sliding display, the largest of its kind for in-vehicle applications, capable of flexibly switching between 31.6 inches and 17.6 inches. BOE also debuted the world's first in-vehicle display combining electric folding and bending functions, including a 15.05-inch foldable screen and a 17-inch curved breathing center console display. The curved breathing display 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 domain, BOE's α-MLED technology 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. This delivers an unparalleled visual experience, catering to gaming, video editing, graphic design, and rear-seat entertainment.
2. HERO Smart Cocktail Revolutionizes Travel Experiences
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 "HERO" plan, showcasing cutting-edge smart cockpit technologies, including intelligent steering wheels, wood-grain displays, haptic feedback systems, naked-eye 3D displays, and privacy screens. Five of these were global debuts, vividly illustrating the integration of health (Healthiness), entertainment (Entertainment), relaxation (Relaxation), and office (Office) scenarios into a comprehensive smart cockpit solution.
In 2023, BOE introduced the "HERO" plan for intelligent automotive scenarios, collaborating with global partners to create more immersive smart cockpit experiences. Under this plan, BOE has applied its leading display technologies and solutions extensively in the automotive sector. According to Omdia, BOE ranked first globally in both in-vehicle display shipments and shipment area in the first three quarters of 2024.
At CES 2025, BOE's central exhibition area showcased the third-generation "HERO Smart Cocktail," featuring the world's first ultrasonic fingerprint technology on an intelligent steering wheel, enabling users to adjust seats, steering wheels, and mirrors with a single touch. The ECG & HOD system monitors users' heart rate and ECG in real-time to prevent fatigue driving. Additionally, a 12.3-inch wood-grain display, a privacy screen for rear-seat private calls and meetings, and BOE's first direct RGB in-vehicle interactive light were displayed, highlighting the future of in-vehicle display technology.
The in-vehicle innovation application zone featured several cockpit "black technologies," including a 44.8-inch PHUD (Panoramic Head-Up Display) with advanced oxide technology and 2850 Mini LED partitions, achieving 9K ultra-high resolution, 7000nits peak brightness, and million-level contrast. Other highlights included a 17.3-inch ultra-thin ceiling display 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 introduced multiple IoT solutions corresponding to health, entertainment, relaxation, and office scenarios, with interactive demonstrations on-site.
In the health scenario, BOE showcased a 30.9-inch 12MC top-tier medical diagnostic display, designed for high-end medical imaging applications. With high resolution, contrast, brightness, and fast response times, it delivers smooth, high-density, and ultra-clear images.
In the entertainment scenario, BOE partnered with brands like Thunderobot, Lenovo, and Mechrevo to display several global debut or industry-leading gaming monitors, offering immersive and interactive experiences. The ROG Strix XG27UCS gaming monitor, powered by BOE's ADS Pro technology, features a 27-inch 4K panel with a 178° 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 screen and BOE's proprietary naked-eye 3D technology, allows seamless 2D/3D switching without additional devices, delivering a groundbreaking gaming experience.
In the relaxation scenario, BOE seamlessly integrated technology with nature, creating an immersive camping experience. The global debut of the New π multimedia charging station, featuring BOE's latest split flexible charging solution, offers 250KW fast charging for two vehicles simultaneously. With 55-inch and 10.1-inch touchscreens and status-indicating LED lights, it combines efficient charging with outdoor digital media advertising, offering a unique and entertaining 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 remains committed to its "Screen-Connected IoT" strategy, leveraging its technological, market, and manufacturing strengths to build a collaborative industrial ecosystem. Together with its partners, BOE aims to share resources, co-create ecosystems, and shape a shared future.
