As Afeela, the joint venture between Sony and Honda, begins to produce its first prototypes, the path to market appears fraught with obstacles. Scheduled for 2026, the Afeela 1 will need to prove it can compete in a segment where competition is already well established.
A production launched discreetly
Afeela has managed to maintain a low profile during 2025. However, the joint venture Sony-Honda Mobility (SHM) is making significant strides to launch its first model, the Afeela 1, by the end of the year. Trial production has commenced at Honda’s East Liberty plant in Ohio, with the aim of ensuring that this vehicle meets the highest quality standards.
Although the official launch date and the timing of the first deliveries remain unclear, Susan Dulik, quality manager at SHM, assures that: “We will ensure that all functions integrated into the vehicle operate perfectly, according to their design, in order to deliver the experience promised by AFEELA.” A strong commitment that reflects the brand’s ambition.
A saturated market and modest specifications
Despite ongoing production, the Afeela 1 enters a market already saturated with mid-size electric sedans priced above $90,000 (approximately €76,500). In a segment where competition is fierce, SHM’s model stands out with specifications that may seem rather modest.
With a dual-motor setup developing around 400 horsepower, fast charging in direct current up to 150 kW via a Tesla-type NACS connector, and an announced range of approximately 480 km thanks to its 91 kWh battery, the Afeela 1 will face well-established rivals that surpass these figures.
A design that opts for simplicity
Aesthetically, the Afeela 1 does not break new ground. Its classic design may appeal to some, but it is not particularly bold. However, the brand is banking on a unique blend: Honda’s automotive expertise combined with Sony’s technological prowess. This model will feature comfort and entertainment equipment that, according to SHM, could attract buyers beyond mere technical specifications.
Safety first
One of the main selling points claimed by SHM for the Afeela 1 is its safety system. It is equipped with no fewer than 40 sensors, including 18 cameras, a lidar module, nine radars, and 12 ultrasonic sensors. This technological array will provide a constant and clear view of the vehicle’s environment, essential for considering level 3 automated driving. Although this feature will not be available at launch, SHM plans for its subsequent deployment.
This is more than what most vehicles currently sold in the United States offer. The brand hopes that this enhanced safety, coupled with a user experience enriched by the integrated PlayStation 5, will be sufficient to attract customers.
An uncertain but promising future
The Afeela 1 is positioned as one of the most anticipated newcomers of 2026. However, despite all its advantages, it is legitimate to question whether it truly possesses all the necessary arguments to appeal to a discerning audience. The information provided by SHM is promising, but scepticism remains in the face of already well-established competition.
For the more curious, it is possible to reserve the Afeela 1 today with a refundable deposit of $200 (approximately €170). A move that could prove bold if the car does not meet expectations. In a constantly evolving automotive world, Afeela still has much to prove to carve out its place.
