At the 2025 International Consumer Electronics Show (CES 2025), Sony Group Corporation and Honda Motor Co., Ltd. Ltd.）Sony Honda Mobility, a joint venture between its Afeela, has officially released the AFEELA 1, the first model of its electric vehicle brand Afeela.The model is scheduled to be produced at an existing factory in Ohio, USA, and is expected to go on sale in California in 2025, with delivery beginning in mid-2026.The starting price of the new car is US$89,900 (approximately RMB 658,900). Reservations have been opened on the official website, with a deposit of US$200, which can be fully refunded.

Judging from official promotional materials, the main highlight of AFEELA 1 is its intelligent configuration.The vehicle is equipped with an Advanced Driver Assistance System (ADAS) and a personal assistant that can interact with the vehicle.In addition, the car is equipped with a unique sound system and a display optimized for each seat, allowing passengers to enjoy a variety of applications and entertainment content.

Sony and Honda announced a strategic cooperation in the field of mobile travel in March 2022, and formally signed a joint venture agreement in June of the same year to establish Sony Honda Mobile, which aims to sell high value-added pure electric vehicles and provide mobile travel services.The registered capital of the new company is 10 billion yen, with Sony and Honda each contributing 50%.Yasuhide Mizuno, a former head of Honda China, serves as chairman and CEO of the joint venture company.

Yasuhide Mizuno said that producing high-value electric vehicles like Afeela is costly, and the company has discussed issuing shares (IPOs) as one of the potential ways to raise funds to achieve self-hematopoietic functions.

According to previous plans, in addition to the AFEELA 1 sedan, Sony Honda Mobile also plans to launch an SUV model in 2027 and a compact car in 2028 or later, with a view to competing with Tesla and other competitors in the electric vehicle market.In terms of market layout, the company plans to deliver vehicles to the Japanese market in the second half of 2026, and then consider entering the European market.

It is worth noting that Sony Honda Mobile cooperated with multiple technology companies during the development process of AFEELA 1.For example, Qualcomm Technologies will provide mobile platforms such as the Snapdragon digital chassis, while Epic Games will provide technical support such as Unreal Engine 5 to enhance the intelligence and entertainment experience of vehicles.

In addition, AFEELA 1 will also support Tesla's super charging network, and its EPA range is expected to reach 300 miles (about 483 kilometers), which gives it a certain competitive advantage in terms of charging convenience and battery life.

In terms of design, the AFEELA 1 adopts a simple and modern exterior design, with smooth body lines, the elimination of traditional door handles, and the use of electronic exterior mirrors. The overall style is similar to models such as Tesla and Lucid Air.The car is equipped with a penetrating ultra-long central control screen that provides rich digital entertainment functions and aims to transform the mobile space into a place for entertainment and emotional communication.

With the release of AFEELA 1, Sony officially entered the luxury electric vehicle market, marking an important step in the field of smart electric vehicles.In the future, as more models are launched and the market expands, Sony Honda Mobile is expected to occupy a place in the global electric vehicle market.