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Sony And Honda Join Forces Under The Afeela Brand, Present New Electric Car And Reveal Conceptual SUV Displayed At CES, With Estimated Arrival For 2028.
Sony and Honda announced this week the next steps of their partnership in the automotive sector by presenting a new electric car from the Afeela brand.
The announcement was made during CES in Las Vegas, United States, and involves the debut of a sedan in 2026 and a preview of an SUV expected for 2028.
This initiative occurs through the joint venture Sony Honda Mobility and aims to position the companies in the competitive electric vehicle market, starting with the North American audience.
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Created to develop connected and technological electric cars, Afeela emerges as a new brand for many consumers.
Even so, it carries the weight of two Japanese giants, combining Honda’s expertise in automotive engineering with Sony’s mastery in technology and entertainment.
The strategy, therefore, aims at innovation and sophistication in an increasingly competitive segment.
What Is Afeela And Who Is Behind The Project?
Afeela is the name of the new electric vehicle brand developed by Sony Honda Mobility.
The project was born with the goal of creating cars that go beyond transportation, investing in connectivity, software, and integrated digital experience.
Moreover, the launch reinforces Sony’s interest in expanding its operations beyond electronics.
For Honda, on the other hand, the partnership represents a way to accelerate its presence in the high-tech electric car market.
New Electric Car Starts With Sedan And Advances To SUV
The first new car from Afeela will be the Afeela 1 sedan, with deliveries expected in the United States by the end of 2026.
Even with the electric vehicle market experiencing a slowdown in the US, the initial strategy remains focused on the country.
Subsequently, the model will also reach Japan in the first half of 2027, expanding the brand’s reach.
Meanwhile, the Afeela electric SUV has only been presented as a prototype. Even so, it already attracts attention for its minimalist design, without visible door handles and with smooth lines.
The model resembles an elevated sedan more than a traditional SUV, betting on elegance and aerodynamics.
Minimalist Design Follows Sony And Honda Standard
The style of the Sony And Honda SUV maintains the visual identity already seen in the sedan. Clean surfaces, few creases, and a modern silhouette reinforce Afeela’s futuristic proposal.
This visual echoes previous concepts presented by Sony, which helps create familiarity with the brand. Although it is not a bold design, the ensemble pleases with its sobriety and focus on embedded technology.
Price, Market And Challenges Of Afeela
For now, Afeela does not disclose prices for the electric SUV. However, the sedan already serves as a reference, with prices starting at around US$ 89,900 in the US and exceeding US$ 100,000 in the most complete version.
Despite the prestige of Sony and Honda, Afeela will face challenges ahead. Competition in the electric vehicle market is intense and the launch of the SUV is still distant.
Even so, the brands’ bet indicates that the new car may gain traction in the coming years, especially among consumers seeking technology, comfort, and innovation.
Source: Motor1
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