After Honda kills three EVs, Afeela tries something shiny while it still can. The Afeela 1 is scheduled to arrive later this year and the company is trying to build excitement with a couple of collabs 3 hours ago * Sony Honda Mobility has quietly introduced two new art cars. * Created in collaboration with Matt Copson and Hajime Sorayama. * Afeela 1 starts at $89,900 and is slated to arrive late this year. Just days after Acura and Honda killed three upcoming EVs, Sony Honda Mobility quietly announced a new art car based on the Afeela 1. It was created in collaboration with Japanese illustrator Hajime Sorayama, who is best known for creating sexy robots. That's an unlikely combination, but it spawned the dull sounding "Afeela prototype tuned up by Hajime Sorayama." The model was unveiled over the weekend at a museum in Tokyo celebrating the artist's work. SHM didn't say much about the art car, but noted it "embodies the concepts of light, transparency, and reflection." That's not a lot to go on, but it appears the model has been given a chrome wrap as well as special Sorayama badging. Carscoops can also see deep tinted windows as well as gray tires and blue lights. In a brief statement, Sorayama said: "I've always been fascinated by machines, so it was a real pleasure to take part in designing a car. I aimed to give it an analog sensibility that hints at a near-future vision. I'm especially proud of the moiré effect on the wheels." Besides the art car, SHM used the event to launch Afeela's first-ever apparel item. It's a black silkscreen t-shirt that features layers of ink showing the car. The shirt costs ¥11,000 ($69.15) and will be offered in limited quantities at the museum. A Second Art Car Closer to home, SHM teamed up with artist and director Matt Copson to introduce a separate art car at Frieze Los Angeles. It's been covered in a "reflective material... commonly found on emergency vehicles and signage." As a result, it looks like it's been coated in glow-in the dark silly string. The car was accompanied by limited-edition tote bags and will eventually be shown at Frieze New York in May.

This $100,000 EV from Sony and Honda is a big gamble and only available in California. March 13, 2026 3 AM PT * Sony and Honda are launching a luxury EV brand called Afeela, available exclusively in California with deliveries starting at the end of the year. * The debut comes as government incentives for EVs fade, high-end EVs struggle to gain traction and Honda has backed off on big plans for its own EVs * The Afeela 1 has 28 speakers, wraparound screens, an AI assistant and gaming capabilities. As electric vehicle makers struggle to remain relevant, a new competitor is about to hit California's roads from Sony and Honda. While it is stuffed to the sunroof with Sony speakers and screens and made at a Honda factory, it is hitting the market just as many companies - including Honda - are pulling out. The joint venture between the two companies, called Sony Honda Mobility, plans to launch the new luxury EV brand, Afeela, just in California later this year. VIDEO | 01:19 Sony and Honda deliver a new EV only available in California The sedan is a brash bet that the two old-guard brands can succeed where others have struggled. "We believe customers are looking for more than just a means of transportation" in their luxury EVs, said Sony Honda Mobility President and Chief Executive Shugo Yamaguchi in a statement to The Times. "They are looking for technology, safety, design, and a personalized experience." March 10, 2026 Afeela vehicles are hoping to do for driving what the Sony Walkman did for walking. They have 28 speakers, wraparound screens, an AI assistant and an entertainment system for Karaoke or playing Sony PlayStation games. Even as the end of government incentives for EVs has taken the air out of the market, Sony and Honda are hoping there are enough high-end Tesla buyers who may be looking to try something different. Some EV enthusiasts have been alienated by Tesla Chief Executive Elon Musk's affiliation with President Trump, who has strangled government support for green vehicles. In West Los Angeles, a big Afeela ad above a Tesla dealership puts the EV leader squarely in its crosshairs. "Get stares, not glares," the billboard reads, with a glamour shot of a sleek, silver Afeela 1. Tesla's market share in California slipped to 48% last year from around 53% a year earlier. Honda's own EVs haven't been wildly successful. Their market share in California was 3.8% last year. The Japanese automaker announced Thursday that it was killing three electric models that it had planned to build and sell in the United States. Unwinding its big plans could cost the company more than $15 billion, it said. "The suspension of EV subsidies in North America undercut growth, and competition in China meant we couldn't provide attractive models or maintain our competitive edge." Honda Chief Executive Officer Toshihiro Mibe told reporters, according to Bloomberg. Afeela is entering the market at a time when federal support for EVs is low and public enthusiasm is faltering. Feb. 6, 2026 Major automakers including Ford, General Motors and Stellantis are paring back their EV ambitions. Lucid, a Newark, Calif.-based EV maker, has been struggling to turn a profit and recently laid off more than 300 employees. Irvine-based luxury EV maker Rivian said last year that it was laying off more than 800 workers as it looked to cut costs. Afeela has showrooms in San José, Beverly Hills and Century City. The company is manufacturing the cars at a Honda plant in Marysville, Ohio, and will make its first deliveries at the end of the year. The Sony and Honda joint venture is in the midst of legal obstacles as it aims to build a solid reputation. Last August, the California New Car Dealers Assn. filed a lawsuit against American Honda Motor Company and Sony Honda Mobility, alleging that the companies violated franchise law by selling Afeela vehicles directly to consumers rather than through Honda dealerships. For now, Californians can reserve an Afeela 1 for a $200 deposit. Selling only in the Golden State at first will allow the company to learn from an engaged customer base, said Yamaguchi. "California is one of the most advanced markets for EV adoption, grid infrastructure, and new mobility technology," he said. "It also represents a culture of innovation and creativity that aligns well with the Afeela vision." The company is planning to begin sales in Arizona next year. The car comes in two trims, starting at $89,900 and $102,900. Both trims come with level two automation. When using a vehicle with level 2 automation, the driver must remain in control and attentive while the system assists with braking, acceleration or steering. Sony and Honda are looking to capitalize on growing interest in self-driving technology and plan to eventually equip all their vehicles for full autonomy. The Afeela 1 comes with 18 cameras, nine radars, 12 ultrasonic sensors, and lidar, a laser-based radar that Waymo uses to power its autonomous taxis. "You do have to pay attention and we definitely don't want people to believe that they can just go to sleep behind the wheel," said Raisu Williams, an Afeela engagement operations associate. "But we are aiming for that level four autonomy, where you don't have to drive at all." While some of Afeela's tech may have a leg up on the competition, the brand will have to prove there's healthy demand for it at that price, said Brian Moody, an auto industry analyst. "Tesla and its platforms are aging, and the Lucids and Afeelas of the world feel more modern, more futuristic," Moody said. "We'll see if the car can make the jump from early adopters and tech-type people to the mainstream." Afeela is hoping to have more success than Lucid with attracting a wide audience. Lucid laid off more people this year after laying off around 6,800 people in 2024 and hiring actor Timotheé Chalamet as a brand ambassador. "I do think Afeela is in danger of heading down the same road as as Lucid," Moody said. "If those cars can be successful in California, will that translate to success throughout the rest of the country and the world?" Sony Honda Mobility got its start when the two founding companies formed a strategic alliance in 2022. The new company unveiled its first Afeela prototype in 2023 at the Consumer Electronics Show in Las Vegas. Auto industry experts said Honda's bet on Afeela is somewhat risky for the major automaker, but it could pay off. Because Sony and Honda each own 50% of Sony Honda Mobility, the companies reduce their liability by sharing risk, said auto analyst Kristin Shaw. Honda has popular gas-powered models such as the Pilot and the CR-V to fall back on if their ambitions with Sony fall through. "Honda's bread and butter is still in their production vehicles," Shaw said. "Honda is hedging its bets across the board, and Afeela is one way for them to explore what could happen."

Sony Honda Mobility announces collaboration with Honda Racing Corporation to bring the legendary RA272 to AFEELA. Tokyo, March 4, 2026 - Sony Honda Mobility Inc. (SHM) announced a new collaboration with Honda Racing Corporation (HRC) under its "AFEELA Co-Creation Program", an open platform initiative that enables creators and partners to build new personalized mobility experiences. The first project introduces an in-vehicle theme inspired by the "Honda RA272", the racing machine that secured Honda's first FIA[*1] Formula One World Championship(TM)(F1(R) victory in 1965. At SHM, collaboration is central to shaping the future of mobility. By uniting HRC's motorsport legacy with SHM's advanced technology and creative vision, the two companies aim to deliver a new kind of mobility experience - one that inspires, excites, and moves people. Through this collaboration, SHM is developing the HRC theme, a feature designed to enhance the vehicle experience both inside and out. When selected, the meter cluster, ambient lighting, Media Bar, and displays adopt the design inspired by the RA272. While driving, AFEELA e-Motor Sound recreates the RA272's legendary V12 engine sound, bringing the classic F1(R) sound within the electric driving experience. The e-Motor Sound was recorded from an operational RA272 at Mobility Resort Motegi in Tochigi, Japan, in collaboration with Polyphony Digital Inc. and former Honda Works rider Hikaru Miyagi. SHM is currently publishing preview audio[*2] and theme transition visuals on its website, with continued development of synchronized e-Motor Sound that responds in real time to accelerator input. "After selling our first four-wheeled vehicle in 1964, Honda entered F1(R) the same year, and only a year later, the RA272 achieved a stunning victory at the Mexican Grand Prix. Reimagining the RA272's design and sound as a theme within the cutting-edge AFEELA is deeply meaningful for the evolution of mobility. HRC continues to maintain the RA272 in drivable condition even today, and we are honored that this collaboration allows us to connect the challenge spirit of 60 years ago with that of today." Koji Watanabe, President, Honda Racing Corporation "We are thrilled to begin this collaboration with Honda Racing Corporation. Their relentless pursuit of excellence on the world's highest motorsport stage continues to inspire people across generations. By merging that DNA with AFEELA's technology and experience value, we believe we can create an entirely new form of mobility excitement. Through this AFEELA Co-Creation, we aim to further expand the possibilities of mobility and deliver inspiring experiences." Yasuhide Mizuno, Chairman & CEO, Sony Honda Mobility Inc. [*1 Abbreviation for Fédération Internationale de l'Automobile.] [*2 Refers to the preview of the "e-Motor Sound" that is played when switching themes.] [This information is current as of the time of announcement. Please note that there may be additions or changes without notice due to various conditions.] About Honda Racing Corporation Established in 1982, Honda Racing Corporation (HRC) has achieved the highest honors across a wide range of motorcycle racing, including the FIM* Road Racing World Championship, the Trial World Championship, Motocross, and the Dakar Rally. In 2022, HRC expanded its scope to include automobile racing, bringing together activities such as Formula One power unit development, SUPER GT vehicles, and SUPER FORMULA engines under the HRC banner. From the 2026 season, the company will begin its new chapter in Formula One as a works partner of the Aston Martin Aramco Formula One Team. [*Abbreviation for Fédération Internationale de Motocyclisme.] About Sony Honda Mobility Sony Honda Mobility Inc. (SHM) is a Japanese joint venture mobility tech company established by Sony Group Corporation and Honda Motor Co., Ltd. in 2022. By combining Sony's technological prowess and Honda's automotive expertise, SHM aims to lead innovation in the industry. SHM is not controlled by Sony or Honda and operates independently from both Sony and Honda. For more information, please visit us at https://www.shm-afeela.com or follow us on Facebook, Instagram, X or LinkedIn.