Sony and Honda are officially entering the electric vehicle game with the launch of the Afeela 1, announced during CES 2025 held in Las Vegas. Consumers can now pre-order the highly anticipated EV, marking the culmination of years of development by the Sony Honda Mobility partnership.
The Afeela 1 is offered in two trims: the base model Afeela 1 Origin, priced at $89,900, and the more advanced Afeela 1 Signature, which starts at $102,900. Both models come equipped with premium features and include a three-year complimentary subscription to advanced functionalities, such as the Afeela Intelligent Drive and the Afeela Personal Agent. The Origin variant will only be available in Core Black, whereas the Signature model offers three color choices: Tidal Gray, Calm White, and Core Black.
Initially, pre-orders for the Afeela 1 are limited to customers residing in California, who can secure their request with a refundable $200 deposit. Those who order the Signature model can expect deliveries to begin as early as mid-2026, with the Origin model following by 2027.
During the CES presentation, Yasuhide Mizuno, CEO of Sony Honda Mobility, expressed excitement, stating, "We are very pleased to unveils the AFEELA 1, developed for the era of autonomous driving." He emphasized the vehicle's role as not just transportation but as a "buddy," integrating advanced software with refined hardware.
The Afeela 1 aims to differentiate itself from competitors by offering unique features such as AI-driven technology, which will assist drivers with everything from navigation to interactive experiences during their travels. With over 40 sensors, including cameras and radar, the Afeela 1’s Intelligent Drive system will offer enhanced safety and ease of use. Mizuno added, "AFEELA 1 can be called a buddy, combining advanced software with carefully refined hardware."
Features expected within the Afeela 1 include seat-specific displays and Sony's 360 Spatial Sound Technology, catering to passenger entertainment preferences. The cabin is intentionally crafted for enjoyment, with careful attention to noise reduction and high-quality functional materials sourced from plant-derived and recycled elements, making up approximately 70% of the interior.
CEO of Sony Corporation, Kenichiro Yoshida, highlighted the collaborative effort behind the Afeela brand, underscoring the merger of technological expertise from Sony with Honda's manufacturing capabilities. "Customers can make reservations for the Afeela EV with a refundable $200 fee," he noted, indicating the intentional focus on customer engagement and accessibility during the pre-order process.
The importance of the Afeela brand arises not only from its technological features but also its strategic positioning within the American EV market, which has seen fluctuated demand and increased competition from Chinese manufacturers and rising environmental concerns. Given these factors, the Afeela 1 aims to carve out its own niche.
By enhancing its software capability and entertaining aspects, the Afeela 1 seeks to appeal to modern consumers who value both luxury and functionality during their travels.
Looking forward, the Afeela 1 is projected to deliver on its promises of performance and autonomous driving capabilities, expected to make waves by integrating augmented reality and immersive experiences directly within the driving environment.
The partnership between Sony and Honda is poised to redefine not just mobility but the way we interact with vehicles. With competitive pricing and luxurious features, Afeela is set to make its mark as it moves toward its anticipated launch across broader markets, following its debut in California.
The initial deliveries to the U.S. market will allow early buyers to experience the evolution of EV technology firsthand, and customers are encouraged to stay tuned for updates on broader release plans. With the Afeela 1 steering the way toward the future, it solidifies Sony Honda Mobility's entrance as an innovative player within the electric vehicle sector.