Sony teams up with major car brand to unveil tech-heavy EV that’s like ‘living room on wheels’ set for 2026 release
TECH giants Sony have teamed up with Honda to unveil their first ever car that they liken to “a relaxing place like a living room”.
The exciting new motor was on display at this year’s Consumer Electronics Show in Las Vegas, with the innovative EV ready now to pre-order in California while deliveries are expected to begin in mid-2026.
The joint venture of the two Japanese behemoths forms the brand called Afeela, which aims to rival the likes of Tesla with its range of luxury, high-tech EVs.
Sony originally showed off its Vision-S concept car way back in January 2020, before Honda joined the cause in 2022 to form Sony Honda Mobility.
Then, in 2023, SHM announced that its cars would be marketed under the Afeela brand.
This first release, which will be named the Afeela 1, will be available in two trims; Origin and Signature.
Origin will be its entry-level option with prices starting at $89,900, which converts to roughly £73,000, while Signature will be more advanced and cost a whopping $102,900 (nearly £84,000) – with 21-inch wheels, extra screens for rear-seat passengers and more cameras.
It’s been claimed the EV’s range will top 300 miles, while the real selling point is the car’s autonomous driving ability.
On this, Yasuhide Mizuno, Chairperson and CEO at Sony Honda Mobility, said: “Sony Honda Mobility strives to evolve relationships with people through intelligent mobility and revolutionise the travel experience.
“We are very pleased to unveil Afeela 1, developed for the era of autonomous driving, at CES 2025.”
“Afeela 1 can be called a buddy, combining advanced software with meticulously refined hardware.
“We will meet our customers’ expectations by providing a safe, secure and comfortable travel experience.”
On the outside, the car features a minimalist design with hidden door handles and a completely flush front end.
That includes the gimmicky ‘Media Bar’ which can display messages on the front bumper to enable “seamless communication between drivers, passengers, and even people outside the vehicle, adding a new dimension of enjoyment to public spaces”.
This can also display charge status or even ‘digital stickers’, with plans for the car to display weather, traffic updates and even sports results.
Inside, the car will feature a range of tech, including a panoramic screen that stretches across the dash, along with Sony’s surround sound and noise cancelling technology.
There’s naturally an AI personal assistant too, which is able to have ‘natural conversations’ and will even initiate chats – a little bit like Knight Rider.
It also features a distinctive half-yoke steering wheel and a digital rear-view mirror.
Sony’s website describes its vision for the future of cars as “mobility spaces” on wheels, akin to a living room, complete with music, video, and even full-scale video games.
Afeela The Force
It’s a PlayStation on wheels (almost): Afeela uses Sony’s entertainment prowess, promising immersive sound, noise-cancelling tech, and potentially even integration with Sony’s gaming world. Imagine playing Gran Turismo while your car drives itself?
It’s got a face: The Media Bar on the front bumper isn’t just a fancy light show; it displays information like charging status and can even communicate with pedestrians. Swear jar not included…
It wants to be your buddy: Afeela is designed to be more than just a car. It’s an AI-powered companion that learns your habits and evolves alongside you, offering personalised suggestions and engaging in natural conversations.
It has more eyes than a spider: With up to 40 sensors, including cameras, radar, lidar, and ultrasonics, Afeela has a 360-degree view of its surroundings, making it ultra-perceptive.
It’s a subscription service on wheels: Some of Afeela’s key features, like autonomous driving and the personal assistant, will require a subscription.
It’s expensive: Starting at nearly $90,000, the Afeela is a luxury EV that’s aiming to compete with the likes of Tesla and Porsche, but it has a lot to prove to justify its premium price tag.
This comes as Sony’s electronics rivals Sharp unveiled its own EV concept back in September with a futuristic-styled campervan that’s like a ‘lounge on wheels’ with a huge built-in television set.
Elsewhere, a tiny home campervan has a living room that expands by 400ft in just seconds as AI “captures water from thin air” and turns on the lights.
AC Future’s AI-TH transformable home is kitted out with modern technology and comes in three different models.