At CES 2025, Sony’s press conference introduced a revolutionary moment in automotive innovation with the debut of the Afeela electric vehicle (EV). Hiroki Totoki, President, COO, and CFO of Sony Group Corporation, announced the Afeela brand, which is part of Sony’s “Creative Entertainment Vision,” a philosophy that is shaping the Afeela brand.
AFEELA 1, the first model, is slated for production at a state-of-the-art Ohio plant with sales beginning in California in 2025 and deliveries expected by mid-2026. The EV is available in two trims: The Origin model, priced from $89,900, and the Signature trim, $102,900. They both come with a free three-year subscription to some advanced features. Online, reservations for the Afeela 1 are now open, with a fully refundable $200 fee. This strategic launch, which is initially limited to California residents, highlights Sony Honda Mobility’s focus on the U.S. market.
Sony Honda Mobility’s Yasuhide Mizuno highlighted the car’s uniqueness, saying it was a ‘Creative entertainment space.’ The Afeela 1 features a 40-sensor ADAS system for end-to-end driving support. The system uses AI perception to recognize surroundings and supports intelligent autonomous driving. The car’s standout feature is the AI-driven personal agent that converses, controls the vehicle, and optimizes driving conditions. Multiple view options improve both driver and passenger experiences with the sleek user interface.
Afeela also has an entertainment suite, with apps like Amazon Music, TikTok, Zoom, and Spotify, with more integrations to come. Mizuno said he was confident the car would redefine mobility and entertainment. The Afeela 1 is a bold vision, advanced technology, and luxurious EV. It starts at $89,900 and aims to deliver intelligence, entertainment, and elegance in a premium package for the next generation of electric vehicles.