Samsung Electronics subsidiary Harman revealed a suite of in-car technologies under the “Ready” brand at CES 2023. And this week, Harman Automotive confirmed that its latest partner for Ready Upgrade technology is none other than the Italian supercar brand Ferrari.
Harman's new multi-faceted partnership with Ferrari will bring the Ready Upgrade hardware and software in-cabin experiences across the Italian brand's vehicle lineup. Ready Upgrade will allow Ferrari customers to update and personalize features and services at any time, “similar to a smartphone.”
As cars become smarter and more intertwined with mobile technologies, carmakers face difficulties keeping up with the latest changes and security features. Harmann Ready Upgrade is an innovative software and hardware suite that enables frequent and efficient in-car interface updates. It's designed to give vehicles longer life cycles and shorten the development cycle for car manufacturers.
Harman comes to the Formula 1 racetrack as an exclusive Ferrari partner
In addition to enabling upgradable in-car experiences for Ferrari's road vehicles, Harman also announced that it is now the In-Cabin Experience Team partner for Scuderia Ferrari.
Harman will be the exclusive In-Cabin Experience partner for Ferrari's Formula 1 team beginning with the 2023 season. However, the two companies have not elaborated on the extent of this partnership. It's unclear if Harman Automotive is a sponsor or if the company will deliver any technologies that will be used by Scuderia Ferrari's In-Cabin Experience Team throughout the 2023 Formula 1 season.
Nevertheless, this partnership marks an important milestone for Samsung's Harman, and according to the CEO of Ferrari, Benedetto Vigna, “our partnership brings together two brands celebrated for excellence and for pushing the boundaries of technology and innovation.”
