E Ink and BMW debut color-changing concept car at COMPUTEX, eyes on construction market

E Ink, a leader in electronic paper technology, has partnered with BMW to unveil a concept car capable of changing its exterior color at the ongoing COMPUTEX trade show in Taipei. The vehicle utilizes E Ink's Prism™ color, flexible electronic paper material, representing a major milestone for the company's expansion into the automotive industry.

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If building exteriors can change color, change screens, and even become advertising media, the market size will be larger than the current display market.

This collaboration, which took approximately four years to develop, involved overcoming significant technical hurdles. E Ink Chairman Jerry Shang (Li Zheng-hao) highlighted the challenges of applying electronic paper to car exteriors, including resistance to stone impacts, UV exposure, water, and general outdoor weathering. He noted that the technology is not yet ready for full-body application but is being explored for localized color changes on areas like the hood or doors, potentially for aesthetic or signaling purposes when parked.

Beyond the automotive sector, E Ink is actively pursuing diversification. Shang expressed strong interest in the construction market, envisioning building facades that can change color or display dynamic content, potentially creating a market larger than the current display industry. The company is also focusing on large-scale electronic paper displays for outdoor advertising, leveraging their low power consumption and sunlight readability advantages.

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To truly apply electronic paper to the exterior of a car is actually very not simple.

E Ink's strategy emphasizes its role as a materials supplier and platform provider, fostering an ecosystem through collaborations with around 40 partners. While E Ink has some module production lines, its core focus remains on supplying the electronic paper material itself. Shang anticipates that increased competition from other major brands and panel manufacturers entering the electronic paper market will accelerate industry growth and expand its overall scale.

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E Ink's core strategy remains material supply, hoping to establish a complete electronic paper ecosystem, rather than expanding module production on a large scale.