Honda Just Added a New Brand ‘Afeela’: What Is It?

Honda admits it has been slow to embrace the EV zeitgeist. But at the 2023 CES Show in Las Vegas this week, it debuted its EV developed in conjunction with Sony. In showing a running prototype, it also announced the car will also carry a new brand called Afeela. Honda’s lag in EV adoption is evident as orders will begin in 2025, with deliveries starting in 2026, when some EVs will have been in production for five or six years. 

What does “Afeela” mean?

Afeela
Sony Honda Mobility Afeela EV prototype | SHM

The Afeela name “expresses ‘feel’ which is at the center of the mobility experience considered by Sony Honda Mobility.” If you remember the Sony Vision-S concept shown at the 2020 CES Show, this is a similar concept closer to production ready. 

While not much technical info was available at its release, driver and passenger interactions are really at the core of its development. For instance, the “media bar” featured inside utilizes animated graphics for different information displays. It is also anticipated to have more unique presentations as Sony Honda Mobility works with various creators. 

What are some of the Afeela high-tech features?

Afeela
Sony Honda Mobility Afeela EV prototype | SHM

The exterior features a fastback design with plenty of greenhouse visibility. Afeela’s body exhibits a soft, muscular shoulder running below the beltline, with just a bit more emphasis at the rear quarters. The flush 21-inch wheels aid aerodynamics. In terms of size, the 118.1-inch wheelbase puts it in Mustang Mach-E territory. 

As for tech, Sony has ladened the Afeela with plenty starting with the display running the interior’s width. At each end are the digital side mirror displays, with a large instrument panel and the infotainment display to its right. The lack of buttons and switches suggests voice commands will play a big part in the Afeela’s high-tech offerings. 

What operating system supports the tech?

Afeela
Sony Honda Mobility Afeela EV prototype | SHM

Backseat passengers can enjoy dual screens with ambient lighting glowing throughout. The floating center console features a single large dial. To all of this Honda adds a panoramic roof adding to the spacious interior feel. 

Sony Honda Mobility said it is going to tie into the Metaverse for enhanced entertainment, and Epic Games integration. Augmented reality navigation and a Level 3 autonomous system are also part of the advanced tech. For many of these features, SHM will incorporate Qualcomm’s 5G System-on-Chip Snapdragon digital integration. 

SHM has stuffed a combined 45 cameras and sensors in and around the Afeela for advanced driver-assist functions. All of this is in consideration of the Level 3 autonomy and driver support. 

Afeela
Sony Honda Mobility Afeela EV prototype | SHM
Related

Sony Shocks Revealing Its Own Car Called “Vision S”

Now, for what we don’t know. SHM didn’t reveal the Afeela’s range or the makeup of its powertrain. But it did say it will be all-wheel-drive, so we’ll assume a dual-motor arrangement, at least for the prototype. 

Beyond all of this, we’ll need to wait as SHM continues its Afeela development. Many of the highlights are available now on current EVs, with more coming in the next year. So the Honda and Sony stab at electrification still has a lot to do to stay current in 2026.