A few months ago, OSRAM announced a new five-year strategic plan that includes a €2 billion investment in current and future lighting applications - which includes OLEDs for the automotive market. Last week the company's CEO, Olaf Berlien, said that while OLED is an important technology for some niches (like automotive lighting), it is "definitely" too expensive for general lighting.
Olaf says that Osram will indeed invest in OLED lighting technology, but not for general lighting. He does not expect OLEDs to be ready for the general lighting market anytime soon.
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.