Sony Honda Mobility to Reveal New AFEELA EV at CES 2025

Honda has made a late entry into the electric vehicle market, but it’s taking bold steps to catch up quickly. With a massive production hub under development in Ohio and a suite of in-house technologies, the automaker is determined to establish itself as a significant player in the EV space. A surprising element of this strategy is its partnership with Sony, which has led to the creation of a new electric vehicle brand, AFEELA.

The name AFEELA might sound unconventional, but the brand’s ambitions are anything but. Positioned to compete with cutting-edge entrants like Chinese EV makers that are shaking up the industry, AFEELA aims to deliver vehicles packed with advanced features. These include extensive screen integration, seamless software functionality, and state-of-the-art hands-free driving assistance.

First unveiled as a prototype sedan at CES 2023, AFEELA’s vision centers on combining Sony’s expertise in entertainment and consumer technology with Honda’s automotive legacy. The prototype showcased AI-driven features and innovative technologies, hinting at a future where vehicles become interactive, intelligent extensions of daily life. At CES 2024, further refinements underscored Afeela’s potential to challenge industry norms and appeal to tech-savvy consumers.

With deliveries expected in 2026, AFEELA is shaping up to be a bold entry that could redefine Honda’s position in the rapidly evolving EV market. The AFEELA sedan is expected to feature a 91 kWh lithium-ion battery and a dual-motor all-wheel-drive system capable of producing at least 400 horsepower. These specifications suggest a strong performance focus, though the company has yet to reveal a targeted electric range. However, it has confirmed the vehicle will support Tesla’s North American Charging Standard (NACS) and have native access to the Tesla Supercharger network. The sedan will also offer 150 kW DC fast charging—adequate by today’s standards but likely to require upgrades to remain competitive when the car launches. No prices have been announced for the Afeela, however it’s expected to start around $50,000.

The AFEELA sedan prototype is packed with screens, including a panoramic display that stretches across the dashboard and dedicated screens for rear passengers. It seamlessly integrates Sony’s vast entertainment library, remote PlayStation 5 gaming, and even a controller that has been used to drive the prototype. This fusion of tech and mobility positions the sedan as a “PlayStation on wheels,” offering an experience that combines gaming, streaming, and driving into one ecosystem designed for both functionality and fun.

The concept mirrors the philosophy of Chinese EVs that are shaking up the global auto market: sleek designs, high-tech interiors, and an emphasis on software-driven features. Like its competitors, AFEELA leans heavily on touchscreens over traditional buttons. It’s a clear response to the rise of innovative Chinese brands like Xiaomi and BYD, whose tech-forward sedans are setting new benchmarks in the EV industry.

While Japanese automakers have been slow to embrace the EV revolution, the AFEELA brand signals a shift in strategy, uniting Sony’s expertise in software, entertainment, and consumer technology with Honda’s deep automotive heritage. This collaboration underscores how Japanese companies are adapting to compete with the rapid advancements in China’s EV market, which have spooked traditional players across multiple industries. AFEELA does not yet rival giants like BYD, but the partnership reflects a larger trend of automakers and tech companies joining forces to redefine what cars—and driving—can be in the years ahead.

Sony Honda Mobility Inc. Announced its Participation in CES 2025

In November, Sony Honda Mobility Inc. announced its participation in CES 2025, taking place in Las Vegas, Nevada, from January 7 to January 10, 2025. This marks a pivotal moment for the joint venture as it prepares to launch its first mass-produced EV under the AFEELA brand. Ahead of the public showcase, the company will present key updates at the Sony Group press conference on January 6, followed by its own inaugural solo press conference on January 7. While AFEELA has hinted at the development of an SUV and a smaller EV, the upcoming showcase will focus on the sedan, leaving open the possibility of future surprises.

At CES, Sony Honda Mobility will unveil the latest iteration of its AFEELA EV, highlighting advancements made toward its official launch in 2025. The vehicle will be featured at the company’s booth alongside visual content illustrating AFEELA’s core principles of Autonomy, Augmentation, and Affinity. These concepts emphasize evolving self-driving capabilities, enhancing the relationship between people and mobility, and fostering harmony with society.

Sony Honda Mobility’s participation at CES represents a significant step in its mission to redefine mobility through innovation. The AFEELA brand aims to combine Sony’s technological expertise with Honda’s automotive heritage to create vehicles that transcend traditional boundaries, offering a new kind of interaction between people and transportation. Deliveries of AFEELA’s first EV are set to begin in 2026, with details on the production model and its features to be revealed during the press conferences, both of which will be available for online viewing.

The consensus among EVinfo.net’s followers is that Honda waited too long to enter the American EV market, and now is too far behind to catch up and have a chance to be a major player. However, with the most Chinese-inspired EV available on US shores, AFEELA could change the game for Honda and put it on top.

CES® 2025 Sony Group Corporation Press Conference
Date: January 6^th (Mon), 5:00-5:45 p.m. (PST) / January 7^th (Tue) 10:00-10:45 a.m. (JST)
Venue: Las Vegas Convention Centre
Sony booth (Central Hall booth #20800)
Live streaming: Sony Group Japan Official YouTube
https://www.youtube.com/Sony 

CES® 2025 Sony Honda Mobility Press Conference
Date: January 7^th (Tue) 4:30-5:00 p.m. (PST) / January 8^th (Wed) 9:30-10:00 a.m. (JST)
Venue: Las Vegas Convention Centre
Sony Honda Mobility AFEELA booth (Central Hall booth # 19904)
Live streaming: AFEELA Official YouTube Channel
https://www.youtube.com/@shmafeela