Sony and Honda Aim for Afeela EV to Reach Customers by Late 2026

Sony and Honda have teamed up under the banner of Sony Honda Mobility (SHM) to usher in the Afeela 1, a high-end electric vehicle, to the American market, targeting a debut for late 2026 at a price point of $90,000.

Simultaneously, the venture has unveiled an SUV prototype which aspires to enter production by 2028, signaling SHM's intent to expand their lineup.

The newly revealed Afeela Prototype 2026 bears a close resemblance to its predecessor, the Afeela 1 pre-production model, characterized by short overhangs and a robust wheelbase that contribute to its expansive size. Not much more was shared regarding the vehicle's specifics, which SHM CEO Yasuhide Mizuno describes as a concept that is still very much in its infancy.

A Significant Milestone in Deliveries

What stands out most prominently in their recent announcements is the timeline set for delivering these vehicles to customers. Sony and Honda's collaboration has been a familiar sight at the CES since its collaboration debut in 2020. Their journey has brought gradual progress towards full-scale manufacturing yet hasn't reached the phase of on-road testing or advanced driver feedback.

This month, SHM confirmed that manufacturing of the Afeela 1 would commence at Honda’s facility located in East Liberty, Ohio.

Pre-Delivery Innovations and Market Strategy

Ahead of delivery commencement, SHM plans to conduct phased demonstration drives tailored to early reservation holders. Expanding its reach, SHM has announced plans to extend sales into Arizona following California, aiming to broaden their U.S. footprint by 2027. Meanwhile, Japanese consumers can expect the initial shipments to begin in early 2027, according to Mizuno.

From some perspectives, the Afeela appears to merge Sony's entertainment prowess seamlessly with automotive design. The dashboard stretches screen technology across its entirety, complemented by 40 sensors and cameras assisting semi-autonomous driving. More features hint at augmented reality and a touch of virtual realms integrated into the driving experience, with Sony's Playstation 5 capabilities expected to connect directly to the vehicle’s entertainment hub.

Challenges in a Competitive Market

As the Afeela becomes available, the launch targets a premium segment competing fiercely among other EVs priced above $90,000. This price tier has experienced a slowdown in buyer interest, as market saturation and aggressive competition from brands like Tesla, Mercedes, Audi, and BMW increase. Many automakers are pivoting towards producing more cost-effective models to counter the rising influence of Chinese manufacturers.