AFEELA – the new electric car brand by Sony and Honda

Sony and Honda’s joint mobility venture unveiled a new EV prototype called AFEELA during CES 2023. The brand will appear on the joint venture’s first production electric car, set to go on sale in North America in 2026.

Though not much is revealed, Sony Honda Mobility CEO Yasuhide Mizuno stated that the new car model would use Sony’s expertise in AI, entertainment, virtual and augmented reality.

Sony Honda Mobility’s (SHM) intention is to become a Mobility Tech Company that will pursue innovation in mobility by combining cutting-edge technology and passion along with people who pioneer the future with their creativity, based on their corporate purpose “Move people, through the pursuit of innovation with diverse inspirations.” The brand will strive to represent autonomy, augmentation, and affinity as its core principles.

45 sensors such as cameras, radar, ultrasonic, and lidar, will cover the cars’ exterior to sharpen its capacity to spot things and drive autonomously. In order to realise a next gen mobility experience, Sony Honda Mobility is building a strategic technology partnership with Qualcomm Technologies. Next to it, SHM starts a collaboration with Epic Games to create new value in mobility services and entertainment.

SHM will develop the production model based on this prototype. Pre-order period is expected to start in the first half of 2025 and sales are estimated to begin by the end of that year. Delivery from spring in 2026 is planned for North America.

AFEELA is designed with an exterior "Media Bar” to allow it to interact with the people around it using light. This feature allows for communication between the mobility and those in its vicinity.

The inside of the vehicle is filled with a gentle and soothing ambiance, creating a feeling of safety and protection. Not only is the interior designed for comfort, but it has also been crafted to be as uncluttered as possible, reducing complexity and stress.

We can’t wait to hear more about AFEELA and of course we will share the latest news with you.

Pictures: AFEELA