Samsung Electronics is accelerating the expansion of its business capabilities by acquiring an AR technology company, following the acquisition of Harman, an American battlefield company acquired by the company in 2017, which achieved its best performance since the acquisition.

Samsung Electronics subsidiary Harman announced on the 10th (local time in the US) that it had acquired Apostera, a German AR head-up display (HUD) software company.

Founded in 2017, Apostera is a company that provides AR solutions to automotive head-up displays and navigation companies.

AR solutions provide advanced convenience and user experience to existing systems through AR, image processing, and sensor technologies that display virtual images in the real world.

Apostera’s solution will be applied to Harman’s Digital Cockpit (digitalized automotive driving space) product, strengthening Harman’s portfolio of automotive products by bridging the real and digital worlds.

Harman, which Samsung Electronics acquired in March 2017, achieved its best performance last year despite the difficult business environment of semiconductor shortage and logistics crisis.

Last year, operating profit was 600 billion won, the highest since being acquired by Samsung Electronics.

This figure is approximately twice that of 2019 (KRW 320 billion), before COVID-19, when the company recorded its highest operating profit.

Last year, Harman achieved its highest order performance by winning large orders from major automakers in Europe and North America.

In particular, orders were secured centered on the digital cockpit, a core technology for the next-generation ‘in-vehicle experience.’

Harman is evaluated as leading the global industry in technologies related to 'in-vehicle experience', which will become increasingly important in the era of electric vehicles and autonomous driving, such as digital cockpits, telematics, cloud-based software services, and driver assistance systems.

Harman is supplying the MBUX (Mercedes-Benz User Experience) platform, the next-generation infotainment system that is also applied to Mercedes-Benz's luxury electric vehicle EQS.

In 2018, it also received the 'Special Award for Innovation' from Mercedes-Benz as part of the 'Daimler Supplier Award'.

In addition, Harman was the first in the industry to supply the 5G TCU (Telematics Control Unit, vehicle communication equipment) developed using Samsung Electronics' 5G technology to BMW's luxury SUV electric vehicle 'iX' released last year.

Last year, the company also received an order from a European premium automaker for a next-generation digital cockpit using Samsung Electronics' SoC.

Since 2017, Harman has been jointly developing a premium digital cockpit that combines Samsung Electronics’ IT and home appliance technologies with its own battlefield technology.

In the automobile industry, with the acceleration of electrification and introduction of IT technology, the 'in-cab experience' is becoming more important than engine-centered driving performance.

The 'in-vehicle experience' market size is expected to grow from USD 47 billion in 2022 to USD 85 billion in 2028.

Harman Automotive Business Unit Manager “Harman has always been committed to providing customers with new in-vehicle experiences,” said Christian Sobotka. “The Apostera AR solution seamlessly connects the physical environment in the vehicle with AR, allowing consumers to experience richer AR experiences across all displays in the vehicle.”