Ferrari tie up Harman Automotive partnership

Samsung Electronics subsidiary signs a multi-year contract with Italian team.

The Ferrari Formula One team have announced a multi-year partnership with Harman Automotive.


  • Harman Automotive signs a multi-year deal
  • Contract will focus on in-cabin experiences

Context: As the official in-cabin experience partner of Ferrari, Harman Automotive, a subsidiary of Samsung Electronics, will focus on delivering its hardware and software across Ferrari's vehicle lineup. The Italian team are currently looking to fill a US$55 million hole in their sponsorship portfolio following the exits of Velas and Snapdragon. This push appears to be in full flow with the announcement of Genesys joining the team last week.

Comment: Benedetto Vigna, chief executive of Ferrari: “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 to our customers a drive like no other.”

Coming next: Harman Automotive will be seen on the cars for the first time at Ferrari's official livery unveiling on 14th February, before the team makes their competitive debut this year at the Bahrain Grand Prix on 5th March.

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