At the CES 2025 technology show on January 6, Sony Honda Mobility unveiled the highly anticipated Afeela 1 electric vehicle (EV), marking the company's first foray as it combines digital technology from Sony with automotive expertise from Honda. The announcement came alongside the commencement of pre-orders for the EV, which begin at $89,900 for the Origin model, with the Signature model priced at $102,900.
The Afeela 1, set for shipment to customers starting mid-2026, is currently open for pre-orders only to residents of California, with plans to extend sales to other states as production ramps up. Yasuhide Mizuno, CEO of Sony Honda Mobility, emphasized the vision behind the vehicle: "Afeela is the first product to embody our vision of redefining the relationship between people and mobility," highlighting the integration of advanced technologies aimed at enhancing user interaction.
During the event, Mizuno noted, "We are very proud to present the almost final version after less than two years since the prototype was unveiled at CES 2023." The Afeela 1 is equipped with cutting-edge AI technology for enhanced driver support. The vehicle boasts features such as the Afeela Intelligent Drive—a system featuring 40 sensors, including cameras and LiDAR, which analyze surroundings to assist with navigation and safety.
According to the company, the Afeela 1 has been crafted for optimum functionality and comfort, featuring multiple displays and voice interaction capabilities through the Afeela Personal Agent. This assistant can understand natural language to facilitate user requests for vehicle functions, suggest destinations, and even recommend entertainment options, integrating seamlessly with various applications.
The design of the vehicle aligns closely with the original prototype revealed two years earlier, showcasing elegant lines and modern aesthetics. It resonates with the current trends toward streamlined, tech-savvy automobiles, appealing to consumers who value both functional and stylistic elements.
The Afeela brand, created by the joint venture between Sony and Honda, plans to leverage its strengths to challenge leading EV manufacturers. The comprehensive subscription services included for three years come at no additional cost for features like advanced driving assistance and entertainment options, which are expected to be key selling points.
Mizuno addressed competition from significant players like Tesla, stating the importance of differentiators such as their integrated AI system. "We aim to provide beneficial insights for users, maximizing the utility of their travel time," he stated, outlining how interactivity could redefine the driving experience.
The pricing structure places the Afeela 1 competitively within the electric vehicle market, slightly higher than Tesla's Model S. With predicted range capabilities of approximately 300 miles, the Afeela could attract those seeking a feature-rich EV.
Given the current challenges facing the broader EV market, including fluctuated demand, Sony Honda Mobility enters with cautious optimism. They plan to carefully expand their market presence and continuously refine their offerings based on user feedback and technological advancements.
With deliveries for the Afeela 1 planned for Japan as well, Sony Honda Mobility is positioned to tap the growing global interest in electric vehicles. The excitement around this launch suggests it could be the start of a significant venture for the company, blending entertainment technology with mobility solutions to create unique user experiences.
The Afeela 1 aims not only to serve as a mode of transport but to create the next frontier of interaction between humans and machines. With plans to redefine vehicular experience, the impact of this innovative approach may be felt across the automotive industry, setting new standards for future EV developments.