Hitachi is wielding a new weapon in the television market. Namely, automotive engineers.

The frame on the 35-millimeter-thick LCD TVs that the Japanese manufacturing giant will showcase at the Consumer Electronics Show in Las Vegas next week is made out of a polycarbonate from the company’s automotive division, according to Bill Whalen, director of product development at Hitachi. Because the TV is thinner than most LCD TVs that size, it requires a stronger, more rigid frame, which the polycarbonate made possible.