Sony Honda Mobility Inc. (SHM) unveiled its first vehicle, the AFEELA 1, under the AFEELA brand, during the Consumer Electronics Show (CES) 2025. The announcement marks a major step forward in SHM’s efforts to integrate cutting-edge technology with sustainable mobility solutions.
First Look at AFEELA 1
The AFEELA 1 will be manufactured in Ohio and is expected to hit the California market by the end of 2025. Deliveries are anticipated to begin by mid-2026. This new model represents SHM’s vision of combining advanced hardware and software to create intelligent and interactive mobility.
“AFEELA 1 is a pivotal step in our mission. We aim to redefine mobility as we know it,” said Yasuhide Mizuno, Chairperson and CEO of Sony Honda Mobility Inc., during the unveiling. “We aim to deliver a vehicle that evolves with its users, offering safety, convenience, and entertainment in equal measure.”
Advanced Technology and Safety
The AFEELA 1 is equipped with Advanced Driver Assistance Systems (ADAS). The vehicle features 40 sensors, including cameras, LiDAR, and radars. These ensure a secure driving experience. SHM’s proprietary technology leverages AI to provide real-time navigation and assistance, with significantly reducing driver stress.
The system’s performance relies on an Electronic Control Unit. It is capable of up to 800 TOPS of computing power. This enables advanced capabilities in perception, prediction, and planning. The AFEELA Intelligent Drive system offers end-to-end route assistance, monitoring driving conditions and surroundings to enhance safety.
Interactive Features
Inside the AFEELA 1, a personal agent enables natural voice interaction for controlling in-car functions. Passengers can enjoy individual entertainment through seat-specific displays and a unique sound system. The cabin design emphasizes quietness, utilizing Sony’s noise-canceling technology and 360 Spatial Sound for an immersive audio experience.
Sustainability in Focus of AFEELA 1 at CES 2025
SHM has prioritized sustainability in the AFEELA 1’s design. Approximately 70% of the interior surfaces are crafted from recycled or plant-based materials. The vehicle’s minimalist aesthetic, both inside and out, reflects a commitment to timeless, functional design.
Pricing and Availability
Two trims will be available for the AFEELA 1:
- Origin: Starting at $89,900, with a 3-year subscription covering features such as ADAS, in-car entertainment, and 5G connectivity.
- Signature: Starting at $102,900, featuring larger wheels, a rear entertainment system, and enhanced monitoring technology.
The AFEELA 1 is compatible with Tesla’s Supercharging Network. It targets a driving range of up to 300 miles per charge.
Reservations Open in California
Online reservations for the AFEELA 1 are now open in California, requiring a refundable deposit of $200. Interested buyers can visit the official website for more details.
Looking Ahead
SHM’s “3A” concept—Autonomy, Augmentation, and Affinity—underpins the AFEELA 1’s development. By combining high-tech innovation with user-centric design, the company aims to set a new benchmark in the mobility industry.
According to the press release, the deliveries in Japan are scheduled to follow the U.S. launch in 2026, with further international rollouts anticipated.
Catch more coverage of CES 2025 here.
