From January 7th to 10th, 2025 (Pacific Time), CES 2025, the world's leading consumer electronics trade show, kicked off in Las Vegas, USA. BOE and its subsidiary BOE Precision Electronics made a stunning appearance at CES with over 60 innovative technology products and diverse IoT scenario technology solutions. BOE also launched its "HERO" plan, targeting application scenarios in the era of intelligent vehicles, for the first time to an overseas audience, bringing a spectacular technological feast to the industry and global viewers. Based on its leading technological innovation capabilities and product application achievements, BOE also won the "CES Innovation Awards: 2025 Honoree in In-Vehicle Entertainment" for its automotive splicing sliding flexible display, fully demonstrating its commitment to accelerating scenario empowerment through "screen-to-screen IoT" innovative technology and comprehensively building an industrial value innovation ecosystem "Powered by BOE".
Of particular note is BOE's comprehensive upgrade of its booth at CES 2025, with significant improvements in booth size, number of exhibits, and presentation formats. The booth area has doubled in size compared to last year, encompassing eight zones including a smart cockpit center, three major technology brand zones, an in-vehicle innovation application zone, and a fusion zone corresponding to the four "HERO" scenarios. It showcased as many as 13 world-premiere products, comprehensively leading industry trends and allowing visitors to directly experience the charm of technology. Particularly eye-catching within the booth was the commercial truck jointly showcased by BOE Precision Electronics and Stoneridge, whose advanced digital cockpit built from a cargo container attracted considerable attention.
Three major technologies lead and showcase the trend
In 2021, BOE officially launched the first technology brand in China's semiconductor display industry, leading the industry towards a more realistic, high-end, intelligent, and green display development direction. Guided by this technology brand, BOE, together with its partners, is continuously enhancing user experience through technological upgrades, striving to promote a healthy industry development direction that shifts from a "zero-sum game" focused on price to a "converged and symbiotic" approach focused on value. At CES 2025, BOE made a stunning appearance with its latest technological achievements and pioneering innovative display solutions empowered by its three major technology brands.
In the LCD field, BOE (Beijing Oriental Electronics Co., Ltd.) has launched the world's first high-end UB Cell smart display, thanks to its deep optimization of ADS Pro technology. Boasting an ultra-high contrast ratio of 3000:1, an ultra-low reflectivity of 0.7%, and a color gamut of up to 95% BT2020, it even surpasses OLED displays, comprehensively revolutionizing the user's visual experience. Furthermore, the new UB Cell smart display is the first in the industry to integrate a PNL (Power Neural Network) temperature sensor and an ambient light sensor, enabling it to intelligently perceive the surrounding environment with the help of an AI assistant and automatically adjust the screen mode according to ambient light and temperature, ensuring a perfect match between the screen content and the ambient brightness. In addition, the product also features BOE's first dynamic partial refresh technology, which improves screen smoothness while achieving the dual advantages of intelligent interaction and reduced power consumption.
In the field of flexible OLED, leveraging its f-OLED technology, BOE (Beijing Oriental Electronics) launched an industry-leading 31.6-inch rollable display, currently the largest rollable automotive display solution, capable of flexibly switching between 31.6 inches and 17.6 inches. Additionally, BOE also globally debuted automotive displays integrating electric folding and bending functions, including a 15.05-inch electric folding screen and a 17-inch curved breathing screen for the center console. The curved breathing screen can freely switch between curved and flat shapes, while the passenger-side entertainment folding screen has a bending radius of R3, allowing for flexible unfolding and concealment according to different usage scenarios.
In the field of MLED, the industry's largest 31.5-inch 4K glass-based active Mini LED display is powered by BOE's α-MLED technology brand. Through industry-leading 4,608 backlight Mini LED beads and 1,152 ultra-high local dimming zones, it achieves unprecedented precise light control. It also boasts a million-level ultra-high contrast ratio, 1,000 nits ultra-high brightness, 144Hz ultra-high refresh rate, and up to 99% DCI-P3 color gamut, bringing the ultimate visual experience and comprehensively meeting the needs of various scenarios such as e-sports, video editing, graphic design, and large-screen entertainment in the rear of the cabin.
HERO Smart Cockpit Revolutionizes the Travel Experience <br /> With the increasing maturity of 5G and AI technologies, new scenarios and applications are rapidly becoming more widespread, and smart cockpits will become the "third space" in users' mobile travel scenarios. In response, BOE and BOE Precision Electronics proudly launched their cutting-edge smart cockpit technologies, representing the "HERO" plan, at CES 2025. These technologies include ten innovative in-vehicle devices such as a smart steering wheel, wood grain display, haptic feedback pressing system, naked-eye 3D display, and privacy screen, five of which are global debuts. While perfectly embodying the integration of "human, vehicle, and domain," these technologies vividly interpret a comprehensive smart cockpit solution that integrates health, entertainment, relaxation, and office scenarios.
In 2023, BOE launched the "HERO" program, targeting application scenarios in the era of intelligent vehicles, collaborating with global partners to create more intelligent cockpit scenario-based experiences. Guided by the "HERO" program, BOE has comprehensively applied its leading display technologies and solutions to the automotive field. According to the latest data from market research firm Omdia, BOE maintained its position as the world's number one in automotive display shipments and area in the first three quarters of 2024. At CES 2025, BOE showcased its third-generation "HERO Smart Cockpit," which integrates multiple cutting-edge technologies. Its smart steering wheel features BOE's world-first ultrasonic fingerprint technology, allowing users to easily memorize and adjust seat, steering wheel, and rearview mirror usage habits with a single touch. The ECG & HOD system also monitors the user's electrocardiogram and heart rate in real time to prevent dangerous driving conditions such as fatigue. In addition, there are 12.3-inch wood grain monitors, privacy screens in the rear of the vehicle that can create private call and meeting scenarios, and BOE's first direct-display RGB in-vehicle interactive lights, which fully demonstrate the development trend of in-vehicle display technology.
In the automotive innovation application exhibition area, BOE and BOE Precision Electronics also showcased several cockpit "black technologies," including a head-up display smart cockpit featuring a 44.8-inch PHUD (Panoramic Head-Up Display) full-width screen. This screen integrates advanced oxide technology and Mini LED backlighting technology with 2850 finely subdivided zones, achieving industry-leading 9K ultra-high resolution, 7000 nits (10% area) peak brightness, and a million-level ultra-high contrast ratio. Combined with a self-developed distortion correction algorithm and an 8K+ system, it ensures clear projection on the windshield and accurate information transmission. Other notable technologies include a 17.3-inch ultra-thin ceiling-mounted screen and the industry's first 15.05-inch flexible OLED Edge 3D central control display. These innovative technologies will collectively lead to a new experience in future mobility.
IoT Solutions Reshape Diverse Application Scenarios <br /> At CES 2025, BOE (Beijing Oriental Electronics) launched a number of IoT solutions for the four major scenarios of health, entertainment, leisure, and office, and demonstrated them interactively on-site.
In the health scenario, BOE (Beijing Oriental Electronics) transformed into a health guardian accompanying users, showcasing its 30.9-inch 12MC top-of-the-line medical diagnostic monitor. Designed specifically for high-end medical applications such as medical imaging, this device delivers smooth, high-density, and high-definition images thanks to its superior performance in high resolution, high contrast, high brightness, and fast response time.
In the entertainment segment, BOE, together with partners such as Thunderobot, Lenovo, and Mechrevo, showcased several world-first or industry-leading e-sports display terminals, presenting viewers with an immersive experience full of fun and interaction. Among them, the ROG Godlike 27 XG27UCS e-sports monitor, powered by BOE's ADS Pro technology brand, features a 27-inch panel design, supports 4K ultra-high-definition resolution and a 178° wide viewing angle, ensuring players receive consistently clear and detailed images from any viewing angle. Additionally, the first glasses-free 3D PC gaming handheld was also showcased, equipped with an 11-inch 2.5K 120Hz high refresh rate screen exclusively supplied by BOE. It features BOE's proprietary glasses-free 3D display technology solution and eye-tracking system, making it the first gaming handheld to achieve 2D/3D visual effect switching without any auxiliary equipment, bringing players a brand-new immersive entertainment experience.
In the leisure setting, BOE seamlessly connects technology with nature, cleverly creating an immersive camping environment. Among the highlights is the world's first New π multimedia charging pile. This technologically advanced and sleek charging pile utilizes BOE Energy Technology's latest split flexible charging solution, boasting a flexible DC fast charging power of up to 250kW, capable of simultaneously charging two vehicles and significantly improving charging efficiency. Equipped with a 55-inch screen and a 10.1-inch touchscreen on both sides, along with breathing lights displaying different statuses, it not only accurately displays the charging progress but also cleverly integrates the charging scene with outdoor digital media advertising, creating an unprecedented charging experience that combines high efficiency and entertainment.
In the office setting, facing the increasing demand for remote and on-site work, BOE's C100 smart all-in-one machine became the star of the show. This device enables multi-screen联动 (multi-screen linkage) between meeting room and vehicle-mounted scenarios, allowing users to enjoy a seamless meeting experience while working remotely. Furthermore, the device is equipped with cascaded microphones, a panoramic camera, a portable printer, and a recording jammer, further enhancing the user experience, productivity, and information security of remote mobile work.
The current rapid integration of new technologies and applications is driving diversified development across various industries, including smart cars. BOE will adhere to its "Internet of Screens" development strategy, leveraging its leading technologies, market and intelligent manufacturing capabilities, and industrial ecosystem advantages to create a collaborative industrial ecosystem from "chain" to "circle," sharing resources, building the ecosystem together, and creating a shared future with its partners.
