LG Display Aims for Dominance with Technological Prowess and Cost Efficiency
Las Vegas, NV – At the recent CES 2026 event, Jeong Cheol-dong, president of LG Display, articulated a clear vision for the company’s future, emphasizing a dual strategy of “overwhelming technological capabilities” and “price competitiveness.” Speaking to reporters, Jeong outlined a plan to not only return to robust profitability but also to build an unshakeable resilience capable of withstanding any market fluctuation. The core of this strategy, he revealed, lies in the transformative power of “AX (AI Transformation)” and “VD (Virtual Design).”
“The introduction of AX and VD acts as a catalyst to dramatically accelerate innovation from research and development to production and cost reduction,” Jeong explained. He further elaborated on the expansion of an “AX culture” across all operational facets, including production and quality enhancement throughout the current year. The concept of VD, in particular, promises significant efficiencies. “VD allows us to reduce 10 types to 2–3 types, physically create and test them, which significantly aids in reducing development costs and time,” he noted, highlighting the practical benefits of this advanced design methodology. Looking ahead, LG Display is also exploring the integration of current robot technology, or “Physical AI,” into its sophisticated display production processes.
Innovating for the Future: Humanoid Robots and Automotive Synergies
A significant highlight at CES 2026 was LG Display’s debut of its OLED technology specifically designed for humanoid robots. Jeong drew a parallel between the burgeoning humanoid robot sector and the stringent requirements of the automotive industry. “The humanoid robot sector shares similarities with automotive standards,” he observed. He underscored the company’s existing strengths in automotive displays, citing their high reliability and the inherent flexibility of their plastic OLEDs, which are adept at conforming to curved surfaces.
“With the know-how and technological capabilities accumulated in the vehicle display market, we are confident in proactively responding to new customer demands in the robot sector,” Jeong stated. The presence of numerous humanoid robots at CES served as a powerful reminder of the evolving landscape. “Seeing numerous humanoid robots at this CES made us realize that displays must innovate in tandem,” he emphasized, signaling a proactive approach to meeting the emerging needs of this dynamic field.
Navigating a Challenging TV Market
Addressing the current state of the television market, Jeong acknowledged its inherent difficulties. However, he reaffirmed LG Display’s primary objective: “The TV market is indeed difficult, but our first goal is to defend the high-end market.” The company plans to achieve this by continuously enhancing the premium value proposition of its OLED technology. Simultaneously, LG Display will also introduce “SE products” designed to offer more accessible price points, thereby catering to a broader segment of the market.
Confronting Intensified Competition
The growing influence of Chinese manufacturers in the display industry was also a topic of discussion. Jeong confirmed that competition has indeed intensified. “We confirmed that competition has intensified, and from a technological perspective, we must prepare and deliberate more,” he said. He stressed the critical need for clear technological differentiation. “Without clear technological differentiation amid China’s pursuit, we cannot stay ahead, so we must secure differentiated technological competitiveness,” Jeong concluded, underscoring the imperative to maintain a leading edge through innovation and unique technological advancements.
