HARMAN Automotive Expands Collaboration with Scuderia Ferrari, Driving Innovation in the Fast Lane

HARMAN and Ferrari extend their partnership for another Formula One season, with HARMAN's in-cabin monitoring system, Ready Care, being incorporated into Ferrari's next-generation road cars.

Continued partnership with a prestigious and successful brand like Ferrari
Inclusion of HARMAN's innovative in-cabin monitoring system in Ferrari's road cars
Integration of technology, such as eye-gaze tracking, for improved safety on the road

HARMAN, a subsidiary of Samsung Electronics Co., Ltd. that specializes in automotive electronics technology, has announced that it will continue its partnership with Scuderia Ferrari for a second Formula One season. This collaboration not only extends to on-track marketing but also includes the adoption of HARMAN’s in-cabin monitoring system, HARMAN Ready Care, in Ferrari’s next-generation road cars.

According to Christian Sobottka, President of HARMAN Automotive, the partnership between HARMAN and Ferrari is built on a shared commitment to pushing the boundaries of what is possible in a car. After a successful first year, both companies are excited to continue their collaboration with an exciting new campaign for the 2024 race season. Additionally, HARMAN will provide Ferrari customers with key Ready Care safety features for their road cars.

In the upcoming Formula One season, HARMAN and Ferrari will showcase their synergies through an integrated marketing campaign that highlights their dedication to innovation and excellence.

On the road-car side, Ferrari will introduce eye-gaze tracking technology from HARMAN Ready Care. This feature will help determine if a driver is distracted and alert them to refocus on the road. Ready Care is part of HARMAN’s product lineup and is the industry’s first closed-loop interior sensing and tailored interventions system. It utilizes artificial intelligence, machine learning, and neuroscience to detect driver distraction and drowsiness, ensuring that their attention remains on the road.

The extension of the partnership with Ferrari is a significant milestone for HARMAN Automotive as it strives to become the leading supplier of automotive electronics, delivering exceptional in-cabin experiences. This value proposition, known as Consumer Experiences. Automotive Grade., is at the core of HARMAN’s mission.

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Background Information

About Samsung: Samsung, a South Korean multinational conglomerate, has established itself as a global leader in various industries, including electronics, technology, and more. Founded in 1938, Samsung's influence spans from smartphones and consumer electronics to semiconductors and home appliances. With a commitment to innovation, Samsung has contributed products like the Galaxy series of smartphones, QLED TVs, and SSDs that have revolutionized the way we live and work.