Sony and Honda have announced that their joint venture electric car will be built under a new brand: Afeela. The Japanese firms confirmed the project at the annual Consumer Electronics Show (CES) in America and wheeled out an updated concept car that previews  the new brand’s first offering. 

While the two companies have been working together officially for three years as Sony Honda Mobility (SHM) and shown a number of concept cars, the confirmation of a new brand name, along with a launch timeline means that the project is no longer in the planning stage. 

The first Afeela model is expected to closely follow the new concept car revealed at the show. It takes the form of a streamliner saloon with a very similar profile to that of the Hyundai Ioniq 6. The front and rear light clusters are arranged in long strips with the one at the front featuring a ‘media bar’ that displays a digital rendering of the badge. The display can also be programmed to show additional information such as charging status.

A total of 45 cameras and sensors have been incorporated into the exterior and interior of the concept car

Unsurprisingly given Sony’s involvement, the concept is packed with technology. A total of 45 cameras and sensors have been incorporated into the exterior and interior - all of which will feed information and imagery to a central computer developed by Sony and featuring the latest Qualcomm chips. Sony claims the car will be capable of Level 3 autonomous driving in some situations.

The cabin comes with a full-width dashboard screen display with additional units for the digital mirrors. Elsewhere the interior is minimalist with few physical buttons and an emphasis on screen-based infotainment. Sony is partnering with Epic games to develop specific entertainment packages that can be played by all passengers. 

Battery, range and performance figures have yet to be revealed, although bosses have confirmed that the production vehicle will be all-wheel drive with a motor at either end. In terms of dynamics, the production version is likely to feature the same double-wishbone front and multi-link rear design as the concept car. 

The Afeela brand will be primarily an online business, although it is possible that pop-up showrooms, such as those used by Genesis and Polestar, will be used for the launch phase. Electrifying.com understands that order books will open in 2025 with deliveries to launch markets starting a year later. SHM have yet to confirm which markets it will target outside the US (where it will be built), but given Europe’s appetite for electric cars, it seems a European launch is more than likely. 

The cabin comes with a full-width dashboard screen display with additional units for the digital mirrors