The company will reassess its long-term strategy with Sony and Honda, with updates expected soon.
In a significant setback for its electric mobility ambitions, Sony Honda Mobility has decided to discontinue development of its “Afeela”-branded electric vehicles, including the much-anticipated sedan and SUV.
The move follows a broader strategic reversal by Honda, which recently announced the cancellation of three electric vehicle projects planned for the U.S. market, an overhaul expected to cost the company nearly $16 billion. The automaker cited factors such as tariff pressures linked to Donald Trump’s policies and intensifying competition from Chinese EV manufacturers.
In a statement, Sony Honda Mobility revealed that its Afeela models relied on key technologies and assets from Honda. With Honda’s shift in direction, the joint venture is now unable to proceed with the development of these vehicles. The Afeela 1 sedan had been slated for launch later this year, with a starting price of around $90,000.
Uncertainty now surrounds the future of the joint venture and its workforce across Tokyo and California. The company stated that it will continue to evaluate its long-term strategy in collaboration with parent firms Sony and Honda, with further announcements expected in due course.
Sony’s automotive journey first drew global attention at the Consumer Electronics Show 2020, where it unveiled the Vision-S concept car. Initially seen as a showcase of Sony’s advanced electronics and entertainment technologies, the prototype featured immersive displays, 360-degree audio, and an array of sensors.
While the Vision-S demonstrated real-world capabilities, it remained unclear whether Sony intended to enter full-scale vehicle production. That changed in 2022 when Sony partnered with Honda to form Sony Honda Mobility, followed by the introduction of the Afeela brand in 2023, an initiative that now faces an uncertain future.
