 |
| Image source: Harman Press Release |
At IAA Mobility 2025, Harman and Qualcomm Technologies officially announced a new technology collaboration aimed at shaping the future of in-vehicle experiences. At its core, this partnership will integrate and optimize Harman's range of in-cabin solutions with Qualcomm's Snapdragon Digital Chassis platform.
The collaboration goes beyond simply combining products. It is being heralded as a strategic partnership focused on evolving the vehicle into a "smart, personalized space" through advanced AI technology.
Key Aspects and Technical Details of the Collaboration
1. AI-Powered Integrated Digital Cockpit Solutions Harman's 'Ready' portfolio—including Ready Display and Ready Vision—will be tightly integrated with Qualcomm's digital cockpit platform. The goal is to provide a seamless user experience by linking all in-vehicle displays and infotainment systems. A key focus is the joint development of technology that uses Qualcomm's AI Engine to learn passenger preferences and automatically provide customized infotainment content, seat settings, and climate controls.
Furthermore, the AI-based 'Ready Care' solution will be used to monitor the driver's cognitive load, drowsiness, and distraction, actively helping to ensure safer driving.
2. Advanced Driver-Assistance Systems (ADAS) and Autonomous Driving Harman plans to leverage Qualcomm’s Snapdragon Ride autonomous driving platform to enhance safety and autonomous features. The two companies will jointly research AI-based sensor fusion technology, working to efficiently process and integrate data from various vehicle sensors (cameras, radar, lidar) on the Qualcomm platform to improve the accuracy and reliability of autonomous driving.
3. Enhanced Vehicle-to-Cloud Connectivity The collaboration will strengthen real-time data communication between the vehicle and the cloud using Qualcomm’s connectivity technology. This plays a crucial role in delivering new features and services continuously via OTA (Over-The-Air) updates, improving AI model performance, and reducing maintenance costs.
Harman's Market Position and Key OEM Clients
Harman is a leader in a wide range of in-vehicle areas, including infotainment, telematics, and audio systems.
Digital Cockpit & Infotainment Systems: According to market research estimates, Harman holds approximately a 20% global market share in the infotainment system sector, positioning it as one of the industry's leaders.
Car Audio: With premium brands like JBL, Harman Kardon, and Bang & Olufsen, Harman has built a unique market presence, maintaining its No. 1 market share in car audio.
Harman supplies its solutions to most of the world's major automakers. Core OEM clients include Mercedes-Benz, BMW, Ferrari, Ford, Volkswagen, Hyundai, and Kia. Notably, following its acquisition by Samsung Electronics, Harman has been expanding its collaboration in vehicle display and AI solutions by leveraging synergies with Samsung's technology.
The Evolution of In-Vehicle AI
This partnership between Harman and Qualcomm signals a fundamental shift in the core value of the vehicle, driven by AI. In the past, the goal of in-car technology was limited to convenience features like navigation and audio. Now, the focus is on using AI to understand the driver and passengers' states, provide personalized experiences, and ultimately transform the car into a "moving AI space."
This shift foreshadows a new era of ecosystem competition among technology companies. Integrated platforms like Qualcomm’s Snapdragon Digital Chassis, by efficiently combining hardware and software within a single framework, help automakers overcome the complexity of technological integration.
Ultimately, the winners in the future mobility market will be the companies that can best integrate superior AI technology to maximize driver safety and convenience, all while creating new revenue models. The Harman-Qualcomm collaboration offers a clear glimpse into the direction AI is taking the future of mobility.