Sony-Honda Unveil AFEELA EV Prototype with Yoke Steering Wheel [VIDEO]

Photo: Sony Honda Mobility

Sony Honda Mobility announced its new mobility brand AFEELA at the Consumer Electronics Show (CES) 2023, according to a press release shared on Wednesday.

The company says the brand represents the term “feel,” including added smart vehicle features focusing on expression, such as an exterior media light bar that can be used to interact with people. The rear almost looks like a Lucid Air.

The company also shared an EV prototype of its first planned production model, set to start accepting preorders in the first half of 2025, with sales launching by the end of 2025 and deliveries beginning in spring 2026.

AFEELA / Chairman and CEO Yasuhide Mizuno

The company also says it aims to develop a Level 3 automated driving system, and to move toward enabling Level 2 driving in urban environments. The prototype has 45 total cameras and sensors on the outside, along with 800 TOPS of max computing power from its ECU.

SMH also shares plans for a strategic tech partnership with chip maker Qualcomm on the Snapdragon Digital Chassis and to help progress into next-generation mobility features. The joint effort will also work with Epic Games for services and entertainment in the vehicle.

AFEELA EV Prototype Interior

“The car is becoming increasingly connected and intelligent, and how we experience our vehicles is changing,” Qualcomm President and CEO Cristiano Amon said. “The Snapdragon Digital Chassis serves as the foundation for next-generation software-defined vehicles, enabling new mobility experiences and services. We are excited to collaborate with Sony Honda Mobility to deliver on our shared vision for the car of the future.”

Check out the announcement replay below, with the AFEELA announcement at the 30-minute mark below: