Harman, a subsidiary of Samsung Electronics, unveiled a range of in-car technologies under the brand name ‘Ready’ at CES 2023. Also this week, Harman Automotive confirmed that the company’s newest partner for Ready Upgrade technology is none other than Italian supercar Ferrari.
written by SammobileHarman’s new multilateral cooperation with Ferrari brings the hardware and software experiences of Ready Upgrade technology inside the cabin of this Italian brand’s cars to Armaghan. Ready Upgrade allows Ferrari customers to upgrade and customize features and services at any time, similar to smartphones.
As cars become smarter and inseparable from mobile technologies, automakers are struggling to keep up with the latest changes and security features. Harman’s Ready Upgrade technology is an innovative software and hardware suite that enables frequent and efficient upgrades of the in-car interface.
Harman comes to Formula 1 as Ferrari’s exclusive partner
In addition to providing an upgradeable in-cabin experience for Ferrari road cars, Harman announced that it is now the In-Cabin Experience partner of the Scuderia Ferrari racing team.
Harman will be the exclusive In-Cabin Experience partner for the Ferrari Formula 1 team from the 2023 season. However, these two companies have not explained the extent of this cooperation. It is not clear if Harman Automotive will sponsor or provide the technologies used by the In-Cabin Experience Team during the 2023 Formula 1 season.
Nevertheless, this cooperation is considered an important milestone for Samsung and according to Ferrari’s CEO, Benedetto VignaThe partnership of these two famous brands brings together the frontiers of technology.