Demonstrations are available, now, in California.
Sony Honda Mobility (SHM) is a joint venture between two Japanese giants—Sony Group Corporation and Honda Motor Company—created for the purpose of building revolutionary electric vehicles. The company’s first model, AFEELA 1, debuted at the Consumer Electronics Show (CES) 2025 and is available now for reservation to California residents (click here to make a reservation).
The AFEELA brand and AFEELA 1 actively pursue a redefinition of the relationship between people and vehicles through the integration of advanced software and high-performance hardware, resulting in intelligent mobility. Through ongoing collaboration with creators and continual software updates, AFEELA 1 will evolve as a new form of mobility that remains closely connected to people and delivers high-quality and refined dynamic performance. With a Level 2+ Advanced Driver Assistance System (ADAS), an AI personal agent, and Sony’s 360 Spatial Sound Technologies, AFEELA 1 will reduce the driver’s workload through the entire journey and allow occupants to enjoy various entertainment options and communication with the car. To experience AFEELA 1 in-person, click here to schedule a demonstration at the AFEELA Studio Century City in Los Angeles.
AFEELA 1 Brings Together Cutting-Edge Mobility and Immersive Creative Entertainment in a Timeless Design
The future of mobility is here with the arrival of AFEELA 1. The “Oval” design of the exterior of AFEELA 1 is a fusion of innovation and elegance, crafted to be streamlined and timeless, unaffected by trends and tastes. The meticulous removal of decorative lines and exaggerated surface contours are just the first glimpse of the revolution redefining what a premium electric vehicle can be. The exceptionally smooth exterior of AFEELA 1 exudes a sense of tension while disguising 40 sensors that feed SHM's ADAS—AFEELA Intelligent Drive. The front of AFEELA 1 also features a customizable Media Bar that can display charging information or be used for external communication and personal expression.
AFEELA Intelligent Drive is powered by AFEELA 1’s top-of-the-line ECU, capable of up to 800 TOPS, and is fed data by 18 cameras, 9 radar sensors, 12 ultrasonic sensors, and one LiDAR system. Data from the sensors is rendered using Epic Game’s Unreal Engine to create detailed 3D maps displayed to the driver and provide safe driving experiences and assistance across all travel scenarios. With this advanced technology, AFEELA 1 unburdens drivers during their travels by providing advanced support. AFEELA 1 can safely and autonomously pilot itself through various situations like commuting through metro areas and highway cruising. AFEELA 1 will control itself according to surrounding traffic conditions, accelerating and decelerating as needed, maintaining or changing lanes, navigating intersections, and even parking. Driving performance is designed to provide a sense of unity with the driver, with nimble and stable handling controlled by AFEELA 1’s 3D Motion Management System which utilizes innovative posture control through the latest robotic technology, and integrates control of the motor, brakes, and suspension. The optimal ride comfort and precision handling allow AFEELA 1 occupants to focus on in-car entertainment and enjoy the premium driving experience.
As drivers approach AFEELA 1, the doors open automatically without the need for a handle, revealing an interior designed to be a creative entertainment space while providing a safe and comfortable driving environment. The full-width panoramic screen is fully customizable with various themes and wallpapers and has been designed to minimize vertical eye movement, allowing drivers to instantly check necessary information. The yoke-shaped steering wheel ensures high visibility and excellent maneuverability without obstructing the view of the panoramic screen. Hybrid digital mirrors improve visibility by providing clear images at night or during bad weather, enhancing safety. Further enhancing unity between AFEELA 1 and drivers, various e-Motor Sound options—heard inside the premium cabin and outside the vehicle—are available to choose from, evoking emotion and catering to each driver’s unique form of personal expression.
AFEELA 1 provides cutting-edge mobility experiences that create new value beyond the time spent traveling. AFEELA Personal Agent greets occupants as they enter, and users can naturally converse with the AI personal agent to play music, adjust cabin temperature and lighting, or switch themes on the panoramic screen. AFEELA Personal Agent understands occupants’ questions and can respond to them, and will occasionally initiate conversation topics on its own. The more time users and AFEELA 1 spend together, the better the AI personal agent understands them, constantly evolving into a truly personalized assistant tailored to the driver’s needs. Listening to music or watching movies with the family in AFEELA 1 is an immersive and dynamic experience with Sony’s 360 Spatial Sound Technologies that can provide high-definition surround sound or mimic the vivid presence of a live venue. Over-air-updates will continue to arrive as AFEELA 1 evolves and expands available features via 5G connectivity and available Wi-Fi Networks.
Experience AFEELA 1 In Person at the AFEELA Studio in Los Angeles
The advanced technology and innovations of AFEELA 1 can be experienced in-person at the AFEELA Studio at Westfield Century City, located in Los Angeles, California. The AFEELA Studio will only be open for six months, beginning February 22, 2025. Fully refundable reservations for AFEELA 1 are available online to California residents for only $200 (click here), and official orders will begin in late-2025. AFEELA 1 will be manufactured at an existing, state-of-the-art manufacturing facility in Ohio, and owners will be able to pick up their vehicles at AFEELA Studio & Delivery Hubs located in Torrance and Fremont, California, scheduled to open in the second half of 2025.
Pricing for AFEELA 1 starts at $89,900 with two available trim levels and up to an EPA-estimated 300-mile range and includes a 3-year complimentary subscription to certain functionality and connectivity features. AFEELA 1 is compatible with NACS (North American Charging Standard) electric vehicle chargers, with over 20,000 V3 and V4 superchargers available nationwide. Reservation holders will be given access to exclusive events and opportunities to experience AFEELA 1. Make a reservation today, and don’t miss the opportunity to experience the future of mobility!
