Sony and Honda announced new electric car brand, Afeela

During Sony's presentation at CES in Las Vegas on Wednesday, the joint mobility venture of Sony and Honda showcased a new EV concept called Afeela. The logo will feature on the joint venture's first production electric vehicle, which will go on sale in North America in 2026.

Much remains unknown about the new brand, although Sony Honda Mobility CEO Yasuhide Mizuno stated that the car would leverage Sony's capabilities with artificial intelligence, entertainment, virtual reality, and augmented reality to deliver a distinct EV.

"Afeela reflects our vision of an interactive relationship in which people feel the sensation of interactive mobility and mobility can detect and understand people and society using sensing and AI technologies," Mizuno explained.

The new EV will be priced to compete with other premium automakers, like Mercedes-Benz, BMW, Volvo, and Audi. Sony has said it expects its software to offer subscription services, so vehicle owners will likely have to pay a monthly fee in order to access certain features.


Three years ago, Sony stunned attendees at CES by rolling out a sleek concept sedan called the Vision-S. With its pillar-to-pillar infotainment screens and an emphasis on (what else?) music and entertainment, the Vision-S was supposed to showcase what it would look like if Sony actually made a car. Which it assured everyone it had no intention of doing. 

Well, it turned out that wasn’t entirely true. In early 2022, news got out that Sony was creating a joint venture with Honda with the express purpose of mass producing and selling electric vehicles. The Sony-Honda cars will go into production at one of Honda’s 12 facilities in the US, though no details have been shared on planned volume. The EV will be sold first in the US in 2026, then in Japan and Europe later. Preorders are said to open in 2025. 

Among some of the ideas that have been floated for the Honda-Sony car was a fully integrated PS5 for gaming and entertainment. According to Yasuhide Mizuno, chair of Sony Honda Mobility and senior managing officer of Honda, the plan was to “develop a car as hardware that will cater to the entertainment and network we would like to offer,” he said in an interview late last year. 

What is the most interesting stuff you see? For me, its the integration of PS5 I could play PS5 on a road trip! How cool it is!