Sony and Honda have made headlines at CES in recent years, with their Afeela electric car brand taking center stage. The companies created the brand in a startup-style collaboration, aiming to disrupt the electric vehicle (EV) market with minimalist designs and a strong focus on technology.
After some initial announcements, they unveiled their EV in 2023. Sony and Honda confirmed that their Vision S-01 prototype was ready and rebranded it as the Afeela 1. The big news was the confirmation of its launch in 2026.
The Afeela 1 follows Tesla’s philosophy: A streamlined, aerodynamic sedan designed for performance and outfitted with cutting-edge technology.
Key features include:
- A dashboard-spanning display.
- 40 sensors supporting Level 2+ autonomous driving, allowing adaptive cruise control and automatic lane changes while requiring driver supervision.
- A focus on software upgrades to ensure the car stays relevant for up to 10 years.
While the Afeela 1 offers advanced driver-assistance features comparable to Tesla’s FSD, it won’t match the capabilities of Mercedes, which provides full autonomy in specific conditions without requiring driver attention.
Sony and Honda’s Pricing Strategy
Sony Honda Mobility CEO Yasuhide Mizuno previously described the car as “a bit expensive.” He emphasized the longevity of the vehicle, designed to remain relevant for five to 10 years thanks to continuous software updates. Mizuno highlighted the growing trend of temporary luxury car rentals in the U.S. and Europe, aligning the Afeela 1 with the premium market.
The Afeela 1 will start at $89,900, with the top-tier version priced at $102,900. The higher-priced model includes rear-seat infotainment, 21-inch wheels, and a rear-facing camera. Pre-orders are available for $200.
To attract buyers, Sony and Honda have integrated advanced features, including:
- A voice assistant with “proactive communication.”
- Computing power up to 800 TOPS for AI-driven trip planning.
- Tesla-compatible charging sockets.
- Qualcomm chips and Epic Games’ Unreal Engine for 3D animations and maps.
- A 360-degree spatial audio system.
While range details are limited, Sony and Honda expect the car to achieve 300 miles on a full charge.
Challenges and Market Dynamics
The Afeela 1’s rollout begins with the premium model, slated for launch in Japan in 2026. The $89,900 version will follow in 2027. However, U.S. reservations are currently limited to California.
Honda is navigating a critical period, exploring a potential collaboration with Nissan to stabilize the latter’s financial struggles. Simultaneously, the future of EV development in the U.S. faces uncertainty with President-elect Donald Trump’s potential withdrawal of subsidies for EVs. While the Afeela 1 targets the high-end market and wouldn’t be directly impacted, a reduction in EV adoption could hinder the expansion of charging infrastructure, indirectly affecting demand.
In Japan, EV adoption remains low, adding another layer of uncertainty. Additionally, the Afeela 1’s potential entry into China, the world’s largest EV market, remains unclear as the country increasingly favors domestic brands.
Time will tell how Sony and Honda’s Afeela 1 performs in global markets. For now, the car positions itself as a premium, technology-driven EV designed for longevity, with a price tag to match.
Images | Sony Honda Mobility
Related | Hertz Dangles Cheap Used Teslas in Front of Customers in Effort to Offload Fleet
View 0 comments