Sony and Honda reveal Afeela, their joint EV brand, at CES

After nearly a year of collaboration between Sony and Honda, they unveiled their prototype dubbed the Afeela. This electric vehicle marks their joint effort to produce an eco-friendly ride that is sure to revolutionize transportation!

On Wednesday, at the Consumer Electronics Show (CES), Sony CEO Kenichiro Yoshida unveiled their unique four-door sedan as he spoke about how they prioritize creating vehicles with autonomous capabilities that can be transformed into virtual entertainment spaces. This unveiling showcased a new generation of mobility technology that promises to revolutionize the way we travel.

Yoshida announced that the initial pre-orders for Afeelas will commence in early 2025, and sales should start shortly after. North American customers can expect to receive their shipments of Afeelas by spring 2026.

Sony and Honda have made clear that the new electric vehicle will be manufactured in Honda’s North American factory, with Level 3 self-driving capabilities under restricted settings. Here, the car can take over driving functions such as during traffic jams but requires a human driver to intervene if prompted by the system.

Sony unveiled the specifics of their vehicle’s design today, including its interactive external media along the front that can communicate with other drivers and share pertinent data.

Yoshida in a statement said-

“We plan on exploring the possibility of how media can create a fun and exciting mobility interaction.”

Yoshida further explained that the prototype is outfitted with 45 cameras and sensors both inside and outside to guarantee safety. The internal in-cabin sensors will also be on alert for any disruption or sudden changes in the driver’s status, preventing hazardous accidents from occurring.

Yoshida stated that Afeela will also provide customers with top-notch entertainment. The Sony-Honda partnership is leveraging Epic Games’ Unreal Engine – a 3D computer graphics game engine – to visualize not only entertaining experiences in cars but also safety and communication features as well.

Yoshida further added- 

“In addition to movies, games, and music, we envision a new in-cabin experience using our expertise of UX and the UI technologies”

According to Kim Libreri, Epic Games’ Chief Technology Officer, the most effective way for cars to visualize important data is with Unreal Engine’s intuitive interactive photo realistic augmentation. This type of technology allows for visualization that looks and feels more natural than ever before.

Addressing the audience at CES, Libreri exclaimed-

“In the future, the automobile will become a next generation destination for social connectivity. Not only for the occupants, but also their network of friends and colleagues. It will become a continuum of our digital lives.”

Afeela cars are designed with Qualcomm’s unparalleled system-on-a-chip technology, such as the Snapdragon digital chassis, to ensure maximum performance when managing automated driving and advanced driver assistance systems. Additionally, a sophisticated infotainment system is included in every car for superior telematics capabilities.

It is without a doubt that Sony and Honda have together created an innovative product that will set the bar for eco-friendly transportation. With their joint effort, Afeela promises to revolutionize the way we travel!

We can’t wait to see what’s in store for us in the future.

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