HARMAN Automotive, a subsidiary of Samsung Electronics Co Ltd, has announced the extension of its partnership with Scuderia Ferrari for the 2024 Formula One season. This collaboration not only reaffirms HARMAN’s status as an Official Partner of the esteemed racing team but also heralds a significant technological leap forward, with Ferrari poised to become the first car manufacturer to integrate HARMAN’s cutting-edge in-cabin monitoring system, HARMAN Ready Care, into its next-generation road vehicles.
The partnership, which seamlessly blends the high-octane world of Formula One with the innovative sphere of automotive technology, aims to push the boundaries of what is achievable within the automotive industry. Christian Sobottka, President of HARMAN Automotive, expressed enthusiasm about the continuing relationship with Scuderia Ferrari, highlighting the mutual commitment to innovation and excellence that underpins this alliance. The upcoming 2024 race season is set to be punctuated by an integrated marketing campaign celebrating the shared values and technological synergies between the two iconic brands.
At the heart of this collaboration is the adoption of HARMAN Ready Care technology by Ferrari, a move that underscores the automaker’s dedication to enhancing driver safety and experience. By leveraging eye-gaze tracking technology, Ready Care is capable of detecting when a driver is distracted and issuing alerts to refocus their attention on the road. This innovative system represents the industry’s first closed-loop interior sensing solution designed to mitigate driver distraction and drowsiness.
The extension of the HARMAN-Ferrari partnership is a testament to the success of their initial collaboration and marks a pivotal step in HARMAN Automotive’s ambition to dominate the automotive electronics market. By delivering unparalleled in-cabin experiences that meet automotive grade standards, HARMAN aims to redefine the intersection of automotive luxury and safety. As Ferrari becomes the first to bring HARMAN’s Ready Care technology to its vehicles, this partnership not only signifies a leap towards safer, more connected driving experiences but also solidifies the role of technology in shaping the future of automotive design and functionality.
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