Harman, the automotive technology supplier owned by Samsung, is strengthening its research and development footprint in China as automakers race to equip vehicles with smarter cockpits and advanced driver assistance features. According to an interview published by Pacific Automotive News, the company's automotive division now accounts for more than half of Harman's total sales, and it has struck partnerships with brands including Ferrari, Geely, Great Wall Motor and Lynk & Co.
Liu Yuzhan, senior vice president of Harman's automotive business in Asia-Pacific, told the outlet that the company is focusing on "consumer-grade experience with automotive-grade quality." He said Harman is investing in artificial intelligence, mixed reality and machine learning, and is working with parent company Samsung on chips, displays and processors to build more personalized and modular products.
Ready series and ADAS push
Harman's new Ready product line includes Ready Care, Ready Connect, Ready Upgrade, Ready Vision and Ready Display, which are designed to give automakers flexible platforms for in-car experiences. The company says it is the only player in the industry that can apply AI at the vehicle level to monitor, analyze, classify and intervene in driver cognitive load, a capability it has been developing since 2018.
In advanced driver assistance systems (ADAS), Harman has developed augmented-reality platforms, vehicle navigation and detection systems, and electronic mirrors. It is also using connected-car technology to enable real-time interaction between vehicles, the internet and cloud services, which the company says improves the safety and reliability of assisted driving.
China R&D centers and global ambitions
Harman established its first R&D center in Shanghai in 2009. Today, its automotive business in China employs more than 3,700 people, over a third of whom are engineers. The company operates four R&D, engineering and design centers in Shanghai, Suzhou, Chengdu and Shenzhen. The Suzhou center, which focuses on automotive electronics, is Harman's largest automotive audio R&D base globally.
Liu said the Chinese R&D team is an integral part of Harman's global network, serving both local and international markets. The team studies Chinese consumer preferences and market trends, and develops products for smart cockpits, autonomous driving and software. Harman also leverages China's supply chain to improve cost efficiency and competitiveness.
Looking ahead, Harman plans to continue investing in AI and machine learning, and to help Chinese automakers expand overseas. "We will integrate global vision with local practice to help Chinese car companies adapt to international markets and enhance their global competitiveness," Liu said.
