Honda and Sony have officially progressed beyond the conceptual phase with their collaborative electric vehicle, the Afeela, developed under the banner of Sony Honda Mobility (SHM). Announced during the Consumer Electronics Show (CES) 2024 in Las Vegas, the Afeela 1 is scheduled for production at one of Honda's Ohio plants, with reservations currently available, although initially limited to California residents. A deposit of $200 secures a position in line for a vehicle expected to commence production in 2026.
The launch of the Afeela 1 positions it as a luxury electric sedan, priced starting at $102,900 for the high-end Afeela 1 Signature model, followed by a more economical version, the Origin, which is projected to begin sales in 2027 with a starting price of $89,900. SHM CEO Yasuhide Mizuno expressed the intention behind the Afeela model, stating that it is designed to be a vehicle customers will retain for a decade or longer, potentially offering leases of similar duration to ensure ongoing modernisation through software updates.
Key specifications for the Afeela 1 reveal a focus on both performance and advanced technology. The vehicle boasts a 91 kWh battery pack that delivers an estimated range of 300 miles, supported by a fast-charging capability of 150 kW via the new North American Charging Standard (NACS) plug. The Afeela 1’s dual-motor setup produces a combined total of 483 horsepower.
In line with its technological focus, the Afeela 1 incorporates the Afeela Intelligent Drive, which is SHM's advanced driver assistance system. This system utilises 40 sensors, including LiDAR, to enhance the car's perception and predictive capabilities, classifying it within the Level 2+ autonomous driving category. The purchase price includes three years of this advanced driving system.
The interior of the Afeela 1 also reflects a commitment to a luxurious user experience, featuring extensive digital displays, including a digital message board on the front exterior and screens for rear-seat passengers with wireless charging capabilities. The vehicle also promises active noise cancellation and 360 Spatial Sound, technologies augmented by Sony's expertise in audio and noise management.
In terms of sales strategy, SHM is proposing to diverge from traditional dealership models, keeping options open regarding how the Afeela will be sold. They have indicated that a separate conference at CES will outline their approach towards customer experience and vehicle ownership, suggesting a potentially innovative retail strategy for the brand.
Notably, the Afeela project marks another step in Honda's strategic partnerships, which also include collaborations with General Motors on electric vehicle platforms, arrangements for charging infrastructure with BMW and Ford, and an upcoming merger with Nissan. As Honda continues to evolve from its post-war origins as a motorcycle manufacturer into a significant player in the electric vehicle market, the launch of Afeela reflects changing trends in mobility and consumer preferences in the automotive landscape.
Source: Noah Wire Services