The AFEELA 1 is the first electric vehicle under Sony and Honda’s pioneering partnership.
As car buyers today seek out a more luxurious and eco-friendly driving experience, a record number of drivers are opting for electric vehicles (EVs). In 2024, Americans bought a total of 1.3 million EVs up 7.3% from 2023—and the momentum is set to continue. Fueling this shift toward sustainable and efficient transportation are game-changing innovations in mobility tech that are enhancing efficiency, safety, and the consumer’s overall experience.
“Today’s modern drivers and passengers seek vehicles that offer more than just transportation—they desire enhanced safety features, seamless connectivity, personalized entertainment options, and intuitive interfaces that integrate with their digital lifestyles,” says Shugo Yamaguchi, CEO and president of Sony Honda Mobility of America (SHMA), a Japanese joint venture automotive company established by Sony Group Corporation and Honda Motor Company.
Sony Honda Mobility is pioneering the future of transportation with the introduction of the AFEELA 1, an EV designed to redefine the relationship among people, mobility, and creativity that was unveiled in January at the 2025 Consumer Electronics Show.
“The collaboration between Sony and Honda ushers in a new era of mobility by seamlessly combining advanced technology, entertainment, and automotive expertise into an immersive experience,” says Yamaguchi. “The AFEELA 1 seeks to redefine the EV landscape by merging Sony’s digital innovation with Honda’s automotive craftsmanship, creating vehicles that go beyond transportation to become engaging, interactive environments.”
A new era of mobility
As more EVs take the roads, SHM is focused on delivering drivers a future of mobility that is defined by three core pillars: Autonomy, Augmentation, and Affinity.
Autonomy drives the integration of advanced driver assistance systems (ADAS), autonomous driving (AD) technologies, including 40 cameras and sensors throughout the AFEELA 1. This ensures the vehicle can navigate safely and efficiently while reducing driver burden. Augmentation influences the incorporation of advanced AI features such as the AFEELA Personal Agent and immersive entertainment, enhancing the user experience by making mobility more interactive and engaging. And Affinity defines the AFEELA 1’s design philosophy, creating vehicles that foster an emotional connection with users through intuitive interfaces, personalized settings, and the use of sustainable materials that align with societal values.
“The AFEELA 1 seeks to establish an emotional connection by designing vehicles that are not only functional but also resonate with users on a personal level,” says Yamaguchi. “This is achieved through personalized experiences, intuitive interactions, and a design philosophy that prioritizes the user’s emotional engagement. By focusing on Affinity, the AFEELA 1 ensures that each journey is meaningful, enjoyable, and aligned with the user’s lifestyle and values.”
These thoughtful touches are reflected through features such as AFEELA’s AI-powered Personal Agent, which works together with its advanced AD/ADAS architecture to help streamline tasks for drivers while on the go, including tasks such as route planning, driving control calculations, and comfort customizations. The Personal Agent is a conversational AI system that adapts the driving experience to suit the driver’s style and personal preferences.
Next-level personalization
Another coveted feature that more drivers expect from their mode of transport is adaptability. Consider the fact that the average driving commuter spends about 60 minutes driving roundtrip for work. As such, consumers are consistently looking for ways to make the drive more enjoyable by boosting their comfort level and stylizing their vehicles’ appearances.
The AFEELA 1 EV is distinct in its state-of-the-art touch-screen entertainment display, which incorporates ready-to-use options while leaving plenty of room for the driver’s preferences to be incorporated. The interior themes can be configured to suit the driver’s tastes, and its display control allows for customization of various features from in-cabin display wallpapers to ambient lighting colors. Combined with Sony’s 360 Spatial Sound technology, the interior design makes for a superior multimedia experience with speakers installed throughout the entirety of the vehicle and an active noise-canceling technology that blankets the vehicle’s ecosystem for an audio experience like no other.
“From an entertainment perspective, the AFEELA 1 was built with a next-generation entertainment experience in mind,” says Yamaguchi. “By incorporating unique entertainment options, such as multiple video streaming services, PlayStation® gaming with PS Remote Play, and Sony spatial audio technologies, the AFEELA 1 transforms the vehicle into a dynamic space that offers both utility and enjoyment.”
AFEELA’s media bar located across the vehicle’s front fascia acts as a customizable component for self-expression outside of the vehicle’s cabin. AFEELA users can change the media bar’s settings to display various messages and graphics—all accessible through the AFEELA app. SHMA is already looking ahead in its evolving plans for this feature, which includes its AFEELA Co-Creation Program, an open platform accessible to users so they can collaborate and share their creative designs and digital applications that can be used through AFEELA.
“The mobility industry is progressing toward more intelligent, connected, and sustainable solutions. Future vehicles will prioritize seamless connectivity, autonomous driving, and creating more immersive, personalized user experiences,” says Yamaguchi. “Sony Honda Mobility will continue to play a key role in this transition by delivering vehicles that are not just for transportation, but intelligent, connected platforms that evolve alongside their users.”