Sony Honda Mobility Reveals Afeela, Its First EV Prototype at CES 2023

Afeela, Sony Honda Mobility's newest EV prototype (photo: YouTube Sony)

JAKARTA - During its presentation at the 2023 Consumer Electronics Show (CES) in Las Vegas, Sony revealed its newest electric car (EV) prototype with Honda, called Afeela.

The brand will emerge as the joint venture's first line of production electric cars, which will go on sale in North America in 2026.

“Afeela represents our concept of an interactive relationship where people experience the sensation of interactive mobility and where mobility can detect and understand people and society by leveraging sensing technology and AI,” said Sony Honda Mobility CEO Mizuno, citing The Verge.

NEWS: Sony and Honda’s joint mobility venture unveiled a new EV prototype called Afeela.

Over 40 sensors, including cameras, radar, ultrasonic, and lidar, will be embedded all over the exterior of vehicle. It'll go on sale in North America in 2026. pic.twitter.com/6TpAvTgk3f

— Sawyer Merritt (@SawyerMerritt) January 5, 2023

While much is still unknown about the new brand, Mizuno says the car will leverage Sony's experience with AI, entertainment, virtual reality and augmented reality to deliver a unique EV.

Previously, Senior Vice President of Sony's AI robotics business and COO of Sony's new business ventures, Izumi Kawanishi said in an interview with The New York Times that adding content and entertainment services to EVs could help them compete with Tesla.

"Sony has content, services and entertainment technologies that move people. We adapt these assets to mobility, and this is our strength against Tesla," he said.

Kawanishi also added that by using Sony technology, the company can integrate the PlayStation 5 platform into the car it will build with Honda later.

"We will develop the car as a piece of hardware that will serve the entertainment and networking that we want to offer," said Mizuno.