After Xiaomi, it's Sony's turn to take a step into the automotive sector. Apple's failed project has interested tech brands, more and more of which are looking into it from near or far, and CES in Las Vegas 2025 confirms this. If Nvidia sees the autonomous car as the first trillion-dollar robotics market, Sony is not far behind with the Afeela 1. Five years after a first concept, also presented at CES, the Japanese brand is back and announces dates and prices, and mentions "the era of autonomous driving".
The first draft of this Sony electric car dates back to 2020. Two years later, the brand returned with a second concept, and in 2023 and 2024, its design was refined and its name was confirmed. Over time, the sector has shown that technological advances in the automobile industry will no longer necessarily be made by traditional manufacturers, and Sony is counting on this bet in order to take care of on-board technologies and leave batteries and engines to the responsibility of other companies.
The lack of interest in managing all the trades related to the automobile is evident from the bodywork: the Afeela 1 has nothing special to us offer in terms of its style, which is ultimately very classic, despite its Lucid Motors and Lancia feel. Describing his sedan, Yasuhide Mizuno, President and CEO of Sony Honda Mobility, said that the Afeela 1 "can be described as a companion, combining advanced software with meticulously refined hardware. We will meet our customers’ expectations by providing them with a safe, secure and comfortable travel experience.”
While it has never designated itself as a future car manufacturer, Sony now sees itself going through a joint venture with Honda, which will be called SHM, for Sony Honda Mobility. Three models are expected to be released by 2030. In addition to Japan, the range is to be marketed in the United States, where Sony plans to produce the first Afeela 1 by 2026, and in Europe later (between 2027 and 2028).
With the merger of Nissan and Honda, planned for 2026, Sony could take part in an alliance that is even stronger than its first project with Honda. What will be the main contributions of the tech brand to the car? For the general public, we will especially remember the possible integration of a PlayStation 5 on board, which will excuse the price of the electric sedan, expected between 89,000 and 103,000 dollars depending on the chosen configuration.
Other information on this first Sony electric car should be revealed during the day on Tuesday, January 7 in Las Vegas, while the brand prepares its press conference there. According to The Verge, the range of this Afeela 1 would reach 482 kilometers thanks to a battery pack with a capacity of 91 kWh. Fast charging would be limited to 150 kW. Two motors would be integrated, on the front axle and the rear axle.
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