Sony and Honda are teaming up to enter the competitive electric vehicle market with a new luxury-tech EV brand called Afeela. The collaboration aims to launch a $60,000 luxury sedan under the Afeela brand in 2026, with plans for an SUV and a more affordable model in the future. The concept was first unveiled at CES 2024, and an updated prototype is set to debut at CES 2025.
Recently, a prototype of the Afeela was showcased in New York, offering a glimpse into the high-tech features and design of the upcoming electric vehicle. The exterior of the Afeela resembles a modern luxury sedan, with a sleek and inoffensive design. However, it’s the interior where the Afeela truly shines. The front of the car features a curved, high-resolution display that spans from one side-view mirror to the other. In some markets, the Afeela will even replace traditional mirrors with cameras.
The interior of the Afeela is equipped with Sony tablets mounted to the seatbacks, allowing passengers in the back seat to stay entertained with movies, music, and games. The front-seat passenger can watch a movie without distracting the driver, thanks to the glare-free display. One notable feature is the ability to play games like Fortnite in the Afeela, although gameplay is restricted to when the car is stationary.
The collaboration between Sony and Honda brings together Sony’s expertise in consumer electronics and content creation with Honda’s engineering prowess. The Afeela concept aims to compete with high-tech electric vehicles from China, showcasing a genuine intention to innovate and push the boundaries of EV technology.
While the Afeela prototype shows promise, there are still challenges to overcome before the vehicle hits the market. Building cars in today’s landscape of uncertain tariffs is a complex endeavor, but Sony and Honda are committed to bringing the Afeela to fruition. The concept represents a new direction for luxury-tech EVs and could potentially reshape the market in the coming years.
Overall, the Afeela is a bold step into the future of electric vehicles, combining cutting-edge technology with luxurious design. With the support of Sony and Honda, the Afeela brand has the potential to make a significant impact in the EV industry. Stay tuned for more updates on this exciting collaboration and the future of Afeela.