This marketing partnership will highlight the thrill of the drive as Harman Automotive becomes the exclusive in-cabin experience team partner for Scuderia Ferrari.
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Harman, an automotive electronics technology company and subsidiary of Samsung Electronics Co., Ltd., focused on designing consumer experiences at automotive grade and announced a multi-year, multi-faceted partnership with Ferrari to bring the next generation of in-cabin experiences to market today. Ferrari will leverage Harman Ready Upgrade hardware and software to deliver fully upgradeable consumer electronics-level experiences into the cabin across their vehicle lineup quickly and cost-effectively. The partnership extends to the racetrack, as Harman Automotive becomes the exclusive in-cabin experience team partner of Scuderia Ferrari, beginning with the 2023 Formula 1 season.
The partnership with Ferrari marks the latest milestone in Harman Automotive’s journey to become the leading automotive electronics supplier delivering best-in-class in-cabin experiences. This transformation was recently accelerated with the reveal of six new road-ready products during Harman Explore at CES 2023 that deliver specific vehicle safety, well-being, entertainment and connectivity benefits – including Harman Ready Upgrade, a suite of products that significantly lower new feature time to market and cost for automakers and empowers consumers to upgrade their own vehicle experiences easily. Ready Upgrade transforms the car into a modern electronic device that can be updated and personalized with new features and services at any time – similar to a smartphone. For Ferrari, Ready Upgrade adapts to their vehicle networks. It tunes the performance without having to invest in large software development efforts, accelerating the creation of its differentiated and signature in-cabin experience.
Benedetto Vigna, CEO, Ferrari, said:
Our partnership brings together two brands celebrated for excellence and for pushing the boundaries of technology and innovation. We look forward to working with Harman to extend our in-cabin experience advantage and deliver a drive like no other to our customers.
Christian Sobottka, President, Harman Automotive, added:
Harman Automotive and Ferrari share an expertise, tenacity and innovation mindset tailor-made for activating a new era of driving. I do not doubt this combination will deliver experiences that excite consumers…