OSRAM is mostly focused on OLED for the automotive market, and the company recently announced a five-year strategic plan that includes a €2 billion investment in current and future lighting applications - which includes OLEDs for the automotive market. The company's CEO considers OLED important for some niches, but too expensive for general lighting.
OSRAM says that their automotive OLED lighting panels will enter mass production in early 2016. OSRAM is the OLED supplier of BMW's M4 GTS taillights. The M4 GTS will enter limited-edition (700 units) production and may be considered the first commercial car with OLED lighting.