Evolution of displays in various industries such as consumer electronics, aerospace, automotive, gaming and digital signage has been a key factor to engage and satisfy consumers. In this talk, I focus on Automotive market as one of the fastest growing display markets, but most discussed matters are applicable to other display verticals. Perceptual and Immersive display user experience are attracting more manufacturers these days to build products matching the end user’s expectation and needs while interacting with displays such as: perfect visibility in all conditions, personalization, less eye fatigue, seamless interaction - in one word “mimic real world” experience. Hardware and software advancements are critical but not enough to fulfil today’s knowledgeable consumer demands. The User Experience has become one of the highest priorities leading companies to develop dedicated user experience or UX teams to study the need of the end user. Multi-disciplinary teams of experts are built to tackle the UX optimization challenge._x005F_x000D_ _x005F_x000D_ In this talk I will share our experience evangelizing the benefits of Perceptual displays, challenges of such evangelism, productization of it and most importantly measuring the performance of perceptual displays in a comparable way to traditional displays.