Sony Honda Mobility’s AFEELA: A Fresh Era of Electric Vehicles
Sony Honda Mobility (SHM) is poised to disrupt the automotive industry with AFEELA, a new electric vehicle (EV) brand that blends cutting-edge technology with a human-centered design. With deliveries scheduled to begin in California in 2026, AFEELA aims to deliver a unique driving experience focused on advanced sensing, interactive technology, and emotional connection.
The AFEELA Vision
AFEELA represents a fusion of intelligence and emotion in motion, designed to sense and respond to the driver and passengers. The brand’s first production model, the AFEELA 1, is set to launch in California, marking a significant step in SHM’s ambition to lead innovation in the mobility sector.
Sony Honda Mobility: A Collaborative Venture
Established in 2022, Sony Honda Mobility is a joint venture between Sony Group Corporation and Honda Motor Co., Ltd. This collaboration leverages Sony’s expertise in technology and Honda’s established automotive engineering and manufacturing capabilities. The company aims to develop and sell high-value-added mobility solutions and related services.
AFEELA 1: Key Features and Specifications
The AFEELA 1 boasts impressive specifications, including up to 300 miles of EPA estimated range and 40 onboard sensors. The vehicle is priced starting at $89,900. Currently, the AFEELA 1 Signature model is prominently featured in marketing materials, although the AFEELA 1 Origin trim is available through the configuration tool. It’s crucial to note that actual appearance and features may vary depending on the selected trim level.
Direct Sales Model and Legal Challenges
SHM is adopting a direct-to-consumer sales model for the AFEELA lineup, bypassing traditional dealerships. Honda will manage all vehicle deliveries and servicing, and will also collaborate with independent repair providers. This approach has faced opposition from Honda dealerships, who argue it diverts resources from core Honda and Acura models.
The California New Car Dealers Association (CNCDA) filed a lawsuit against Honda and Sony in May 2025, claiming the direct-sales strategy violates California Vehicle Code. The CNCDA argues that manufacturers are prohibited from competing with their franchised dealers through direct sales. SHM maintains that it operates as a separate business entity and is not bound by existing dealership infrastructure.
Recent Developments
On March 5, 2026, Sony Honda Mobility of America announced the grand opening of the AFEELA Studio & Delivery Hub in Fremont, California. on March 4, 2026, SHM announced a collaboration with Honda Racing Corporation to bring the legendary RA272 to AFEELA. The company also launched the “AFEELA Cup 2026 presented by Sony Honda Mobility” in Gran Turismo 7 on March 2, 2026. SHM also showcased the fusion of contemporary art and mobility at Frieze Los Angeles on March 9, 2026.
Looking Ahead
AFEELA represents a bold step towards the future of mobility, combining technological innovation with a focus on the user experience. As the launch date approaches, the ongoing legal challenges regarding the direct sales model will be crucial to watch. The success of AFEELA could redefine the automotive landscape and pave the way for new approaches to vehicle sales and ownership.