How Samsung is Helping Toyota to Digitise its Dealerships
Samsung has expanded its partnership with Toyota to bring smart signage technology to dealerships across key global markets, transforming how customers browse and buy vehicles from the Japanese manufacturer.
The move builds on a digital overhaul of around 1,250 Toyota dealerships in 40 countries, which Samsung helped the motoring giant to complete earlier this year.
This next stage of the partnership will see Samsung deploy roughly 23,000 smart displays across Toyota's sites in Europe, the Middle East and the Commonwealth of Independent States, in what ranks as one of the firm's largest commercial signage projects to date.
Blending physical and digital customer experiences
This aspect of the partnership is designed to respond to some recent shifts in consumer behaviour, with prospective buyers increasingly flitting between online research and physical dealership visits.
"The trend of digitalising car dealerships is accelerating globally, and digital signage is playing a key role in that shift," says Hoon Chung, Executive Vice President and Head of Enterprise Business team at Samsung's Visual Display division.
For this deal, Samsung will fit Toyota's showrooms with touchscreens and LED displays, from reception areas to consultation booths and vehicle display zones.
The QMC Series forms the backbone of the deployment, offering 4K UHD screens ranging from 43 to 98 inches with non-glare panels and EPEAT Silver environmental certification.
Customers can use the touch-enabled interfaces to browse vehicle models, compare specifications and configure their ideal car in real time.
The technology shifts staff time away from routine product explanations towards more nuanced customer conversations.
How Samsung's technology works
Behind the scenes, Samsung's MagicINFO software will handle the heavy lifting.
The centralised platform lets Toyota's customer-facing teams monitor how the new screens are performing on a day-to-day basis.
They will also be able to troubleshoot issues across the entire display network, without ever needing to dispatch expert technicians to individual dealerships.
The system carries ISO/IEC 27001:2022 and ISO/IEC 27701:2019 certifications from the British Standards Institution, addressing security and privacy concerns for enterprise deployments.
"Bringing Samsung's digital signage into our dealerships has added real value at every point of the customer journey," explains Dirk Christiaens, Business Transformation and Brand Experience Manager at Toyota Motor Europe.
"There are multiple stages to the car-buying journey, and we must communicate the right information at the right time to deliver a great customer experience."
Digital transformation in traditional retail environments
Samsung's expanded deal with Toyota comes at a time when the market for this kind of technology is growing rapidly.
Interactive, digital commercial displays are becoming more popular all the time, with the global digital signage market forecasted to reach US$12.6 billion by 2029, according to new data from Omdia.
In the first half of 2025, Samsung had a record 38.8% share of the global commercial display market, which makes it the market leader in this field for the 17th year running.
The Toyota partnership speaks not only to the prowess of Samsung in this area, but also the development of the market more broadly, with even the most traditional retail environments ready for digital transformation.
With the expectations of consumers constantly evolving, it is becoming incumbent on car dealers to offer them cohesive experiences that can span physical and digital mediums.
By the looks of things, the dealerships of the future will look less like staid, static showrooms and more like dynamic, digital depots, where the boundaries between online browsing and in-person buying continue to blur.
