Sony Honda Mobility (SHM), the joint venture created in 2022 by Sony Group and Honda Motor, announced new developments in its AFEELA electric vehicle program on November 18, 2025, in California.

The company launched AFEELA insurance services through its U.S. subsidiary SHMA and licensed partner MOTOR Technologies, while preparing a pre-production debut of the AFEELA 1 at CES 2026.

Source: AFEELA

SHM was formed with 10 billion yen (c. $63.95m) in registered capital, held equally by Sony and Honda. Sony first displayed EV ambitions in 2020 when CEO Kenichiro Yoshida presented the Vision-S concept at CES, though he said the company had no production plans at the time. The strategy shifted in 2022 when both companies agreed to jointly develop high-value EVs integrated with mobility services.

AFEELA 1, the joint venture’s first production model, will be built in Ohio and remains open for reservation in California. Deliveries are planned for 2026. The vehicle uses a direct-to-consumer online model with a refundable $200 deposit. The sedan is priced from $89,900, while the higher-spec Signature version costs $102,900.

Source: AFEELA

The sales model has resulted in legal action. On August 22, 2025, the California New Car Dealers Association filed a lawsuit in Los Angeles County Superior Court against Honda Motor, SHM, and SHMA, alleging that collecting deposits directly from buyers violates state franchise law AB 473. Reservations for the AFEELA 1 remain available.

Technical data published for AFEELA 1 includes a dual-motor all-wheel-drive system generating 483 hp (360 kW). The vehicle uses a 91 kWh battery pack with a projected range of 300 miles (483 km). It supports the NACS charging interface but is limited to 150 kW DC fast charging.

Source: AFEELA

Available equipment includes 21-inch wheels, dual 12.9-inch rear screens, wireless phone charging, and a digital rear-view mirror. Forty sensors, including cameras, radar, and lidar, support driver-assistance functions.

Source: AFEELA

SHM will display several pre-production AFEELA 1 units at CES 2026 and will introduce a new concept vehicle at a January 5, 2026 press conference in Las Vegas. The company said the concept will outline the brand’s next-stage direction. The CES exhibit will emphasize autonomy, augmentation, and affinity.

Model expansion plans include a pure electric SUV in 2027 and a compact mass-market model around 2028. SHM has stated that it continues to study future product lines but is not disclosing additional details.

Sony’s automotive work extends beyond SHM. Its China Research Institute presented new in-vehicle early-warning and interface systems at an expo in November 2025. Sony has collaborated with several automakers globally in sensing, software, and entertainment.

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