Shocking! Sony and Honda Officially Withdraw from the Afeela Electric Car Project

JAKARTA - Sony surprised the automotive industry when it introduced an electric sedan at the CES 2020 event last year, followed by an SUV concept a year later. This ambitious step continues when Sony partners with Honda in 2022 to form a joint venture, Sony Honda Mobility (SHM), with the goal of bringing the concept to production lines.

However, now, the plan is confirmed to be canceled, and the two models will never be marketed. The unstable electric vehicle (EV) market conditions, coupled with global dynamics, are the main factors behind the decision.

Honda and Sony chose to withdraw from this project, along with a reassessment of the electrification strategy. This situation also strengthens Toyota's prediction that EV adoption will not progress as quickly as initial expectations.

In Afeela's official website, quoted Friday, March 27, Sony Honda Mobility confirmed that the development of their electric cars, including the Afeela 1 sedan and an SUV, was officially discontinued. This decision is closely related to Honda's move to review their EV line, which also impacted the cancellation of a number of other models such as the Acura RSX, Honda 0 Series SUV, and Honda 0 Series Saloon.

In a joint statement, SHM said Honda's change of strategy made them lose access to important technology and resources to continue the Afeela project. Without further clarity, production plans at Honda's facility in East Liberty, Ohio, could not be continued.

Consumers who have made reservations are assured that they will receive a refund. In addition to global pressure that triggered the rise in the prices of various commodities, the EV market is also beginning to show signs of slowing down.

The removal of incentives such as tax credits makes investors more cautious in placing funds, given that previously the incentives were the main driving force for sales. Moreover, the Afeela model has been positioned in the premium segment from the start with a price tag of over 90,000 US dollars, so it does not target the mass market.

Even though it was canceled, Afeela actually offers a variety of competitive advanced technologies. Its smart driving system relies on sensors, cameras, and artificial intelligence (AI) to improve safety while reducing driver workload.

In addition, Sony and Honda also highlight immersive entertainment experiences through 360-degree audio and large screens inside the cabin. Passengers can even enjoy streaming PlayStation games through Remote Play integration, providing a different experience during the journey.