Sony and Honda join forces for new electric car brand Afeela

Sony and Honda join forces for new electric car brand Afeela

The first production prototype of the joint venture between Japanese electronics giant Sony and auto giant Honda has been unveiled, with deliveries promised for 2026 in North America.


Sony Honda Mobility, a joint venture between the two Japanese industrial giants, has confirmed plans to sell its first electric car under the Afeela badge.

The sleek four-door hatchback follows two previous Sony-designed concept cars – the 2020 Vision-S and the 2022 Vision-S 02.

Sony and Honda say pre-orders for the first Afeela model are set to begin in the first half of 2025, before first deliveries in North America are slated for 2026 — with cars to be built at a North American factory.



journey Sony has contacted Honda Mobility to confirm if there are any plans to introduce the Afeela in Australia.

There are no technical details on the battery, electric motors or range of the Afeela prototype – apart from the fact that it has all-wheel drive and at 4895 mm long and 1900 mm wide it is similar in size to a Tesla Model 3 or Hyundai Ioniq 6 1460 mm high.



“Our innovation in mobility is based on the three Aces – autonomy, augmentation and affinity,” said Sony Honda Mobility CEO Yasuhide Mizuno at the CES presentation.

“We believe that our vision of mobility will write a new chapter in the history of human movement.”

Sony announced its collaboration with Honda last March to provide a manufacturing facility and help with vehicle development – although the automaker has been slow to roll out EVs in its own showrooms.



The Afeela prototype includes 45 cameras and sensors – inside and out – and the installation of electronics hardware company Qualcomm’s latest “Snapdragon” computer processor.

It also has graphics from Unreal enginethe technology used to play popular computer games such as Fourteen days or Mortal Kombat.

Mr. Mizuno said Sony Honda Mobility plans to “elevate automotive design to focus not only on driving dynamics and performance, but also on software networks and interfaces.



“We want to think outside the box to rethink the underlying philosophy of vehicle design.”

Despite having a relatively conservative five-door liftback body, the Afeela has a half-size ‘yoke’-style steering wheel and an unusual ‘media bar’ between the headlights that displays information and can also ‘interact with people outside the vehicle’.

“We expect to start accepting pre-orders in the first half of 2025. The first shipment will ship to customers in North America in Spring (March) 2026,” said Mr. Mizuno at CES.



Paul Gover

Paul Gover has been a motoring journalist for more than 40 years and has worked for newspapers, magazines, websites, radio and television. A qualified general news journalist and sports reporter, his passion for driving has taken him to Wheels, Motor, Car Australia, Which Car and Auto Action magazines. He is a champion racer as well as a World Car of the Year judge.

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