Sony and Honda have officially halted the development of their joint electric vehicle brand, AFEELA. The partnership, known as Sony Honda Mobility (SHM), was formed in 2022 to merge Sony’s software and entertainment expertise with Honda’s manufacturing experience.
The project hit a wall after Honda recently shifted its overall EV strategy. Because Honda is no longer moving forward with the specific platforms and parts originally planned for AFEELA, the joint venture determined it no longer has a viable path to bring the cars to market. As a result, the upcoming AFEELA 1 sedan and a follow-up SUV have been cancelled. The companies are now reviewing the future of their partnership to see if a new direction is possible.
Both companies released a joint statement on March 25 to confirm the EV project is dead. The Afeela name is probably one of the worst we’ve heard to date.
The PlayStation on Wheels
Early in its development, the AFEELA 1 was dubbed a “Tesla killer” by various media outlets due to its massive focus on in-car technology. Rather than competing on traditional specs like horsepower or range, Sony and Honda designed the car to be a mobile entertainment hub. Key features of the cancelled project included a digital cockpit with a massive panoramic screen stretching across the entire dashboard, powered by Epic Games’ Unreal Engine 5.
Concepts are easy, but actual production is hard, especially when it comes to EVs.
The car was built to run PS Remote Play, allowing passengers to stream PlayStation games and Sony movies directly to the cabin’s displays. For safety and automation, the vehicle was equipped with 45 sensors, including LiDAR and high-resolution cameras designed to support Level 3 automated driving. An exterior Media Bar between the headlights even allowed the car to display text, emojis, and charging status to people outside.
Despite the high-tech interior, the AFEELA 1 struggled to stay competitive in a changing market. With an estimated starting price near $90,000 US and a 480-kilometre range, critics noted it lagged behind rivals like the Tesla Model S and Lucid Air in charging speed and raw performance.
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No one ever expected this to amount to anything anyways. Should of declared this years ago.