Sony Honda Mobility, the Japanese joint venture (JV) established in 2022, unveiled its first model to be sold under its “AFEELA” brand at the Consumer Electronics Show (CES) 2025.
AFEELA 1 is equipped with Advanced Driver Assistance Systems (ADAS), which hosts an interactive “personal agent” that enables communication with the vehicle while maximizing comfort and reducing stress.
The vehicle will be available in two trims, and prices start at $89,000 with a three-year free subscription for certain functionality and features.
In a press release, Sony Honda Mobility Inc. Chairperson and CEO Yasuhide Mizuno expounded on its first model release and how it revolutionizes the travel experience through intelligent mobility:
"AFEELA 1 can be called a buddy, combining advanced software with meticulously refined hardware. We will meet our customers’ expectations by providing a safe, secure, and comfortable travel experience."
AFEELA 1 is scheduled for U.S. production in Ohio, while sales will open in California later this year into mid-2026. The Japanese market is set to see the roll-out in 2026.
A Vision for Intelligent Mobility
Sony's entrance into the automotive market will help redefine how vehicles are marketed, focusing on intelligent features and a premium user experience through the following features:
- Access to apps and content through the vehicle’s sound system and displays
- Noise-canceling technology for a “sense of quietness”
- A 3D Motion Management System, including posture control technology, and robotics development that can control the motor, brakes, and suspension
Positioning AFEELA not just as a car but as a high-end lifestyle product appeals to tech-savvy consumers who seek innovation and entertainment.
While Sony Honda Mobility is forging ahead with the launch of its first model, progress on the Honda-Nissan merger has cast some doubts on its direction and benefits.
Honda CEO Toshihiro Mibe recently struggled to explain why the Honda-Nissan merger would be a good move.
The proposed merger, announced last month, has raised questions on whether the move is a rescue or a strategic one.
