Harman continues association with Scuderia Ferrari for 2024 F1 season

The fully-owned subsidiary of Samsung Electronics - Harman Automotive - has announced to continue its association with Formula One team Scuderia Ferrari into the 2024 F1 season, which commences with the Bahrain GP on March 2.

The automotive technology major which is a key supplier of in-cabin solutions, including instrument clusters, and digital displays, has also announced to extend its partnership with Scuderia Ferrari, enabling the latter to become the first automotive OEM to adopt several solutions from Harman Automotive's expansive range of in-cabin monitoring systems.

These solutions under the Harman Ready Care brand will be seen making their way into the next-generation of Scuderia Ferrari's road cars. Ferrari will introduce eye-gaze tracking from Harman Ready Care, to determine if a driver is distracted and alert them to refocus on the road. Part of Harman's Ready product lineup, Ready Care is claimed to be the industry’s first closed-loop interior sensing and tailored interventions product that helps keep the driver's eyes and mind on the road by detecting driver distraction and drowsiness using artificial intelligence, machine learning and neuroscience. 

The company says the partnership extension 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. According to Christian Sobottka, President, Harman Automotive, “A collaborative commitment to pushing the boundaries of what is possible in a car is the cornerstone of the partnership between Harman Automotive and Ferrari. 

"After a successful inaugural year, we look forward to continuing our Scuderia Ferrari partnership with an exciting new campaign for the 2024 race season. On the road, we will extend our technical partnership with Ferrari by delivering a number of key Ready Care safety features for its customers,” he added.

For the 2024 Formula One season, the synergies between the two brands will be brought to life through an integrated marketing campaign focused on a shared commitment to innovation and excellence.

Also Read: Harman plans to supply digital clusters to e-two-wheeler OEMs in India