A vehicular outer panel is provided that is capable of displaying an image or a video which is easily viewed even outdoors under direct sunlight for people outside the vehicle. The vehicular outer panel includes: a transparent plate that is attached to a vehicle and constitutes an outer wall of a vehicle body; and a reflective display unit that is provided on an inner surface, in the inside/outside direction of the vehicle, of the transparent plate and is capable of displaying an image or a video for people outside the vehicle.