Samsung Electronics Subsidiary Harman Acquires German AR Software Company

Acquisition of Apostera... Strengthening the 'Digital Cockpit'
Operating Profit of 600 Billion KRW Last Year, Highest Since Samsung Acquisition

[Asia Economy Reporter Lee Hye-young] Harman, a subsidiary of Samsung Electronics' automotive division, has acquired an augmented reality (AR) technology company. Since Samsung Electronics' acquisition in 2017, Harman has achieved its greatest success and plans to further strengthen collaboration and expand its business areas this year.

Samsung Electronics announced on the 11th that Harman acquired 'Apostera,' a German AR head-up display software specialist, on the 10th (local time). The specific acquisition amount was not disclosed.

Founded in 2017, Apostera provides AR solutions to automotive head-up display and navigation companies. Apostera's solutions will be applied to Harman's digital cockpit (digitalized vehicle driving space) products, leading the connection between the real and digital worlds and are expected to strengthen Harman's automotive product portfolio.

Christian Sobottka, head of Harman's automotive division, said, "Harman has always provided new experiences inside vehicles to customers," adding, "Apostera's AR solutions continuously connect the physical environment inside the vehicle with AR, allowing consumers to experience richer AR on all displays inside the vehicle."

Harman, acquired by Samsung Electronics in 2017 for 9.4 trillion KRW, achieved an operating profit of 600 billion KRW last year despite semiconductor supply shortages and logistics crises. This is the highest performance since Samsung's acquisition, nearly double the previous best operating profit of 320 billion KRW in 2019.

In particular, the company explained that last year it achieved record-high order performance by successfully securing large orders mainly for digital cockpit products from major automakers in Europe and North America.

Harman is expected to solidify its position as a global leader in the rapidly growing connected car automotive market, especially in the 'In-Cabin Experience' market, through acquisitions like Apostera. Harman focuses on technologies related to 'In-Cabin Experience,' which are expected to become increasingly important in the era of electric and autonomous vehicles, including digital cockpits, telematics (wireless communication for vehicles), and driver assistance systems.

Harman supplies the next-generation infotainment system MBUX platform, applied in Mercedes-Benz's luxury electric vehicle EQS, and was the first in the industry to supply equipment developed using Samsung Electronics' 5G technology to BMW's SUV electric vehicle 'iX.'

In the automotive audio business, Harman supplied its audio brand 'Bang & Olufsen' sound systems to the Genesis GV60 released last year and the G90 released this year.

Harman has continuously co-developed premium digital cockpit and audio businesses with Samsung Electronics and plans to strengthen cooperation in automotive and audio businesses in the future to maximize synergy.

This content was produced with the assistance of AI translation services.