Sony and Honda Pull the Plug on Afeela
Sony and Honda’s joint venture are discontinuing the $90,000 Afeela sedan after Honda said it was overhauling its EV strategy.
Sony and Honda ain't feelin' the Afeela anymore
The ambitious partnership between Sony and Honda to produce a luxury electric sedan appears to be coming to an abrupt end. Sony Honda Mobility, the joint venture formed by the two Japanese giants in 2022, has announced it will discontinue the Afeela sedan project following Honda's decision to dramatically overhaul its broader electric vehicle strategy. The $90,000 vehicle, which had generated significant buzz at multiple Consumer Electronics Show appearances, will not be moving forward as originally planned.
Honda recently revealed that it is rethinking its entire approach to electric vehicles, citing shifting market conditions and the need to remain competitive in an increasingly crowded EV landscape. The automaker has determined that its resources are better allocated toward developing more affordable electric vehicles that can reach a wider consumer base, rather than pursuing a niche luxury offering. This strategic pivot effectively pulled the rug out from under the Afeela project, which had been positioned as a high-end, tech-forward sedan aimed at blending Sony's entertainment and sensor expertise with Honda's automotive manufacturing prowess.
The Afeela had been one of the most talked-about concept vehicles in recent years, dazzling audiences with its sleek design, advanced autonomous driving features, and deep integration of Sony's entertainment ecosystem. The companies had previously announced plans to begin deliveries in North America in 2026, with preorders expected to open soon. Industry analysts had already questioned whether the $90,000 price tag would attract enough buyers in a segment dominated by established luxury brands like Tesla, BMW, and Mercedes-Benz.
The dissolution of the Afeela project raises questions about the future of Sony Honda Mobility as a whole and whether the two companies will continue collaborating in any capacity on electric vehicles. For Sony, the setback represents a failed attempt to break into the automotive industry after years of teasing its vision for the future of mobility. For Honda, the move signals a willingness to make tough decisions as it races to catch up with competitors in the global EV market, even if it means abandoning high-profile partnerships that no longer align with its revised roadmap.