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EV, NEWS

Afeela EV brand by Sony and Honda discontinued before launch

Before its official launch, the Afeela brand owned by Sony Honda Mobility (SHM) has unfortunately been discontinued.

In an official statement, SHM clarified that they will continue discussions with Sony and Honda regarding the direction and future of the company.

According to initial plans, the Honda-Sony collaboration was set to launch the Afeela 1 electric sedan by the end of this year, with another SUV model expected to debut in 2028.

Main Reason: Honda’s EV Strategy Overhaul

The primary reason for the project’s halt is closely tied to a significant overhaul of Honda’s strategy announced earlier this month.

To avoid losses amounting to 2.5 trillion yen (approximately RM62 billion), Honda has reportedly canceled several key EV programs, including:

  • 0 Saloon
  • 0 SUV
  • Acura RSX

Without the support of hardware, platforms, and technical assets, SHM acknowledged that they no longer have a realistic pathway to bring the model to market as planned.

Surprisingly, this announcement comes shortly after SHM America unveiled the Afeela Studio and distribution hub in Torrance, California, on March 16.

With this cancellation, customers who pre-ordered the Afeela 1 will receive a full refund.

Vision-S 01 as the Starting Point

Sony made waves in the automotive world with the introduction of the Vision-S 01 model at CES 2020, followed by the Vision-S 02 two years later.

The collaboration between Honda and Sony (Sony Honda Mobility) was established in 2022, with the Afeela brand formally announced in 2023.

The full production model Afeela 1 was slated for introduction in 2025, with a target price of $89,900 (RM356,000).

The Afeela 1 is powered by two electric motors (483 hp) paired with a 91 kWh lithium-ion battery pack and has a fast DC charging capability of 150 kW.

On a full charge, this electric sedan can travel up to 480 km.

The End for the Afeela Brand?

Don’t worry; the sedan can still be experienced ‘legally’ via the Gran Turismo 7 platform.

Through a collaboration between SHM and Polyphony Digital, the Afeela 1 was officially added to GT7 last April.

Polyphony Digital also created an electronic motor sound and special audio effects to convey a sense of speed, braking, and cornering for the Afeela 1.

EV

Afeela EV presented with closer to production specs

Sony and Honda at the Consumer Electronics Show (CES) 2023 event last year have surprised the world with the debut of the new EV brand Afeela.

The collaboration, later named Sony Honda Mobility, has now unveiled the updated prototype of the Afeela electric sedan at the CES 2024 event in Las Vegas.

What you see here is the Afeela EV with specifications closer to the actual production model. Compared to the previous model, the sedan brings several changes, such as the use of traditional side mirrors, slimmer main headlight units, and a new bumper design.

The charging port door is now larger, while the rocker panel and rear bumper sections have also been updated. The cabin design is almost the same as the original prototype model, except for the larger center console structure, followed by a redesigned steering wheel.

Additionally, there are two wireless smart device charging slots and a camera module positioned above the full-width screen panel.

The Afeela EV will feature dual single electric motor setups, each delivering 241 hp, along with a 91.0 kWh lithium-ion battery pack.

The sedan supports fast DC charging up to 150 kW, and 11 kW AC charging. The air suspension system is standard with a multi-link setup at the rear, along with 21-inch rims (245/40 front tires, 275/35 rear tires).

It is noted that reservations for this sedan will open in 2025 before it goes on sale in 2026. However, before that, Afeela will allow the sedan to be driven for the first time through the Gran Turismo 7 racing simulation game this year.