As Afeela, the joint venture between Sony and Honda, begins to produce its first prototypes, the path to market seems 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 begun at Honda’s East Liberty plant in Ohio, with the goal 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 work perfectly, according to their design, to provide 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 an already saturated market of mid-size electric sedans with prices exceeding $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 powertrain developing around 400 horsepower, fast charging in direct current up to 150 kW via a Tesla type NACS connector, and an announced range of about 480 km thanks to its 91 kWh battery, the Afeela 1 will have to 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: the automotive expertise of Honda combined with the technological prowess of Sony. This model will be equipped with comfort and entertainment features that, according to SHM, could attract buyers beyond mere technical specifications.
Safety above all
One of the main selling points claimed by SHM for the Afeela 1 is its safety system. It is equipped with no less 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 future 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 enough to attract customers.
An uncertain but promising future
The Afeela 1 positions itself as one of the most anticipated newcomers of 2026. However, despite all its strengths, it is legitimate to wonder if it truly possesses all the necessary arguments to appeal to a demanding audience. The information provided by SHM is promising, but skepticism 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.
