Sony and Honda have officially announced the end of their joint electric vehicle brand, AFEELA. The partnership, known as Sony Honda Mobility (SHM), was established in 2022 to combine Sony’s software and entertainment expertise with Honda’s manufacturing experience. Unfortunately, the project has come to a halt as Honda has shifted its overall EV strategy, rendering the original plans for AFEELA obsolete.
The AFEELA 1 sedan and the planned follow-up SUV have been cancelled as a result of Honda’s strategic shift. The companies are now reevaluating their partnership to see if there is a new direction they can pursue. A joint statement released on March 25 confirmed the end of the EV project, leaving the future of SHM uncertain.
Initially dubbed a “Tesla killer” by some media outlets, the AFEELA 1 was envisioned as a mobile entertainment hub rather than a traditional electric vehicle. Key features of the now-cancelled project included a digital cockpit with a panoramic screen spanning the entire dashboard, powered by Epic Games’ Unreal Engine 5.
The vehicle was designed to support PS Remote Play, allowing passengers to stream PlayStation games and Sony movies directly to the cabin’s displays. Safety and automation were also prioritized, with the car equipped with 45 sensors including LiDAR and high-resolution cameras for Level 3 automated driving. An exterior Media Bar between the headlights even allowed the car to display text, emojis, and charging status to passersby.
Despite its high-tech interior, the AFEELA 1 faced challenges in staying competitive in the evolving EV market. With an estimated starting price of around $90,000 US and a range of 480 kilometers, critics noted that it lagged behind rivals like the Tesla Model S and Lucid Air in charging speed and performance.
The cancellation of the AFEELA project serves as a reminder of the complexities involved in bringing innovative EVs to market. While the partnership between Sony and Honda may have reached an impasse, both companies are likely to continue exploring opportunities in the rapidly evolving electric vehicle industry.