CEO Yasuhide Mizuno said the company, a joint venture between Sony Group and Honda Motor, is aiming to launch a new model based on the Afeela prototype for the US market by 2028. According to him, the first deliveries of the Afeela 1, the model introduced last year, would start in California this year. The car has a starting price of $89,900 (76,600 euros).
The presentation was striking, as many manufacturers have canceled their plans for new electric models or paused production due to declining demand and import tariffs. The current US administration has also rolled back several incentives for electric vehicles, including eliminating a $7,500 tax credit, which has dampened consumer interest.
Founded in 2022, Sony Honda Mobility combines Honda’s expertise in vehicle development with Sony’s knowledge of software and gaming. With the Afeela line, the company wants to compete with other players in the electric vehicle market.
