Sony Honda Mobility unveils Afeela car brand starting with electric sedan


Sony Honda Mobility, the result of a joint venture between two of Japan’s largest technology and automotive firms, has announced the name of its new electric vehicle car brand: Afeela.

Yasuhide Mizuno, CEO of the joint venture, revealed the new logo for the car brand and presented the Vision-S Concept car with the Afeela emblem at the Consumer Electronics Show in Las Vegas.

The logo is displayed on a screen embedded in the front end, which can also display information to onlookers such as the weather, the car’s state of charge and other information.

Inside and out, the car will have 45 sensors and cameras. It will also provide best-in-class entertainment from Sony including movies, music, and games. The car’s technology will be powered by Qualcomm Snapdragon chips, and Epic Games will provide its Unreal Engine for graphical interfaces.

The car has screens at the front and rear. In fact, there are screens that run the entire width of the dash. For frequently used features, physical controls are provided, including buttons on a yoke-style steering wheel and a rotary dial in the center console.

For Afeela, Honda will focus on vehicle development and production, while Sony will provide the ecosystem and digital experiences, some of which may be subscription-based.

Production of the car will be in the US while pre-orders will begin in the first half of 2025, with actual sales expected before the end of the year. The first shipments will be made to North America in the spring of 2026.