The Formula 1 team, Scuderia Ferrari, and Harman Automotive, an American electronics company, have announced a partnership extension.
The deal has enabled Harman Automotive to remain an official partner of the F1 team. The new development in the Reds and the American company’s association includes co-branded marketing initiatives, with the iconic Prancing Horse accompanied by Harman Automotive logos on the engine cover around the cockpit.
But the collaboration goes beyond the track this time. The partnership also includes the Prancing Horse’s next-generation road cars, which will be equipped with in-cabin safety software developed by the automotive company.
This signifies a focus on both high-performance racing and cutting-edge technology for the iconic Italian automaker. The move highlights the shared values of innovation and driver experience between the two brands.
Harman President Christian Sobottka stated, “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.”
Harman Automotive is a division of Harman International, a company known for its audio electronics. The entity is a renowned player in the connected car space, meaning it develops technology that makes cars smarter and more feature-rich.
Scuderia Ferrari, the famed “Prancing Horse” F1 team, is all set for the Bahrain GP. Earlier this year, the F1 team also secured partnerships with ZCG and CEVA Logistics.