Harman aims to expand in Chinese market

Driven by an automobile production boom in China, Harman International, a United States-based manufacturer that designs and engineers connected products and solutions for automakers, consumers and enterprises worldwide, will deploy more resources and build more partnerships in the country to secure more market share, said Christian Sobottka, president of Harman Automotive.

During his visit to Beijing to attend the 2024 Beijing International Automotive Exhibition, which was held in the Chinese capital from April 25 to May 4, Sobottka said China's automotive market is not just growing, it is leading the global shift towards more connected and intelligent vehicles.

This market dynamism is fueled by China's push towards new energy vehicles (NEVs), creating a fertile ground for innovations that meld automotive needs with digital lifestyle demands, said Sobottka.

"Harman's approach focuses on delivering tailor-made 'automotive-grade' consumer experiences, known as 'Consumer Experiences, Automotive Grade', that seamlessly integrate the car environment with the digital lives of consumers," he said, adding that the Stamford, Connecticut-headquartered company has experienced significant growth in its traditional car audio and digital cockpit segments in China in recent years.

Sobottka said that Harman Automotive will further expand its local team and continue to enhance its partnership with Chinese automakers such as Geely, BYD, Great Wall Motor and BAIC Group.

After experiencing a 32 percent year-on-year growth in the Chinese market in 2022, Harman Automotive's sales revenue amounted to $464.4 million in the country last year and this figure is expected to reach $510 million in 2024.

That sentiment is in line with the latest data. Local and international automakers in China manufactured a record 30.16 million vehicles last year. They also delivered 30.09 million units, another record, marking year-on-year increases of 11.6 percent and 12 percent, respectively, data from the Beijing-based China Association of Automobile Manufacturers showed.

With Harman being a wholly-owned subsidiary of Samsung Electronics Co Ltd, Sobottka noted that the synergy between Samsung's consumer technology portfolio and Harman's automotive expertise allows the company to swiftly anticipate market shifts, accelerate solution development and ensure that consumers receive the same high-quality experience in their vehicles as they do with other devices.

"Our engineering team in China is not just for local business but also represents a team in a particular domain within Harman's global research and development network, responsible for product and technology innovation and serving both local and global customers," he added.

With more than 30,000 employees globally, Harman designs and engineers connected products and solutions for automakers, consumers, and enterprises worldwide, including connected car systems, audio and visual products, enterprise automation solutions; and services supporting the Internet of Things. It has a workforce exceeding 5,000 in China, with more than 3,700 of these employees working at its automotive business.

Highlighting China's massive market, sophisticated industrial system, strong supply chain competitiveness and the improving business environment, Sobottka stressed that the Chinese market remains extremely attractive to multinational corporations on a far-reaching level.