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Honda and Sony joined forces in 2022 to form Sony Honda Mobility (SHM) in a bid to take on the top electric vehicle brands. Despite slowing sales for EVs and increasing competition, they created a Tesla Model S rival called the AFEELA 1 that showcased a yoke steering wheel, an exterior screen on the front bumper, and a cabin filled to the brim with screens.
While we never truly believed that it would see a showroom floor, it was unveiled at CES for the second time. Now, after years of anticipation, the order books have finally opened to those in California where it will be sold under strict conditions for an eye-brow raising starting price of USD$89,900 (AUD$145,000) for the entry-level AFEELA 1 Origin, and up to $102,900 for the AFEELA 1 Signature. Not only does this make it significantly more expensive than the 2025 Tesla Model S (from USD$81,630) but it makes it more expensive than European electric sedans like the BMW i5 (from USD$71,545).
It’s already looking like an uphill battle for AFEELA, but we’ll only be able to judge sales when deliveries for the Signature model start in mid-2026. For now, let’s take a closer look at what you’re getting for your money.
RELATED: 2025 Tesla Model Y Revealed, Priced for Australia.
How Much is the AFEELA 1?
While they’re fundamentally the same car underneath, offering the same range and power, the AFEELA 1 comes in two specifications, which are as follows:
- AFEELA 1 Origin (from USD$89,900):
- Wheels: 19-inch alloy wheel
- Tyres: Front: 225/55R19, Rear: 245/50R19
- Exterior colours: Black
- Interior colours: Black
- AFEELA Intelligent Drive（Level 2+ ADAS)
- AFEELA Personal Agent
- Media Bar (External Information Display)
- Panoramic Screen
- Immersive 3D Map
- Immersive Entertainment Selection
- Customizable Theme
- Automatic Power Door
- 40 Sensors
- 800TOPS Computing Power
- Active Noise Canceling System
- Spatial Sound System
- Digital Key and Mobile App
- Active Rear Spoiler
- Side CMS (Camera Monitoring System)
- Sustainable Interior Fabric
- 5G Connectivity
- Direct & Synchronized Drivability (Motion Management System)
- Yoke Steering
- Compatible with Tesla Supercharging Network
- AFEELA 1 Signature (from USD$102,900):
- Wheels: 21-inch alloy wheel
- Tyres: Front: 245/40R21, Rear: 275/35R21
- Exterior colours: Black, Tidal Gray, Calm White
- Interior colours: Black, Grey
- Rear Entertainment System
- Center Camera Monitoring System & Home Link
- AFEELA Intelligent Drive（Level 2+ ADAS)
- AFEELA Personal Agent
- Media Bar (External Information Display)
- Panoramic Screen
- Immersive 3D Map
- Immersive Entertainment Selection
- Customizable Theme
- Automatic Power Door
- 40 Sensors
- 800TOPS Computing Power
- Active Noise Canceling System
- Spatial Sound System
- Digital Key and Mobile App
- Active Rear Spoiler
- Side CMS (Camera Monitoring System)
- Sustainable Interior Fabric
- 5G Connectivity
- Direct & Synchronized Drivability (Motion Management System)
- Yoke Steering
- Compatible with Tesla Supercharging Network
The shape, not unlike the Hyundai Ioniq, is conservative but also loyal to the usual EV design cues auto-lovers have become accustomed to – namely, aero-enhancing wheels and a swoopy shape to get as much range as possible. The design is streamlined with minimal fuss while digital mirrors and a light bar complete the simple yet futuristic look of the car.
NOTE: The AFEELA 1 is available to reserve right now for a refundable deposit of USD$200. However, it’s only available to California residents who will take delivery of their AFEELA in California, garage it in California, and title and register it in California.
What’s the Inside of the AFEELA 1 Like?
On paper, the collaboration has the potential to create another step-change in the EV industry. Consumer electronics giant Sony can bring its technology and user-focused strengths to the table while Honda supplements some much-needed automotive experience. That said, AFEELA certainly leads further into the connected world of software and networks than driving or the usual attributes that one associates with a car and that’s particularly obvious on the inside.
Let’s start with the screens because they’re simply enormous. There’s a huge panoramic display for the driver that stretches across the cabin that’s so big it doesn’t even have a listed size. It can be customised with different mood settings to suit the atmosphere you’re going for inside your car, and it’s where all of the autonomous driving information is displayed when you’re relying on the LiDar and camera systems during ADAS.
Meanwhile, rear passengers can treat themselves to movies and TV shows on two 12.9-inch LED displays with high brightness, local dimming, and a wide colour gamut. These are controlled by touchscreen and you’ll also be able to plug your laptop in and take advantage of the USB Type-C or HDMI port to stream content. To keep those devices charged, simply use the standard power outlet below the seat.
The brand ceases to mention exactly what the materials are inside the cabin, but we believe it’s a blend of recycled fibres. We do know that they come in two shades of bland, meaning black inside the standard ‘Origin’ trim or an optional grey inside the ‘Signature’ trim.
What Powers the AFEELA 1?
- Drivetrain: AWD (All-Wheel Drive)
- Front motor output: 180 kW
- Rear motor output: 180 kW
- EPA estimated range: Up to 300 miles (483 km)
- Type of rechargeable battery: Lithium-Ion
- Battery capacity: 91 kWh
- Charging type: NACS Supercharger
- DC charging: 150 kW
- AC charging: 11 kW
The AFEELA 1 is powered by a 91 kWh lithium-ion battery that sends power to the ground through dual 180kW electric motors. There’s no specified 0-60mp/h or 0-100km/h time listed by the manufacturer, however, we’d expect it to land around the low 4-second mark.
This is a similar drivetrain setup to the one you’ll find in most luxury EV sedans, including the Tesla Model S. However, the EPA estimated range of 300 miles (483 km) is down on the cheaper Tesla which offers up to 402 miles (647 km) of estimated range, and places it closer to the BMW i5 which boasts 295 miles of range (475 km).
Charging for AFEELA 1 is via a NACS connector but comes with a rather disappointing maximum DC charge rate of just 150 kW DC and 11 kW AC.
Who is the AFEELA 1 For?
When it was announced, AFEELA had the makings of a game-changing product for an EV future. Unfortunately, it looks like AFEELA will arrive two years too late, ready to disrupt a market that has already moved on with features that can be found in a handful of competitors in one form or another.
Sony Honda Mobility Inc. representative director, chairman and CEO, Yasuhide Mizuno, told attendees at CES 2023 that we’re reaching “an inflection point where the elements of a car is shifting from power and performance to software, networks, and user experiences.” However, it seems that the inflection point hasn’t arrived as quickly as anticipated and consumer demands have shifted accordingly.
Even the name ‘AFEELA’ is a strange one, standing for ‘automation’ at the front, ‘feel’ in the middle, and ‘augmentation’ at the back end which is not something most people would naturally associate with the car sitting in their driveway. Next to a house, purchasing a car is the most expensive
It was SHM’s idea to create a mobility solution device rather than a car with AFEELA. However, like all technology, the range, screens, and switchgear already look dated beyond its top-selling competition, with large bezels, a yoke steering wheel, and an unappealing design. Heck, even BMW is about to unveil a pillar-to-pillar projected display. So with an exorbitant starting price and deliveries still 12-16 months away, the future of AFEELA looks challenging, to say the least.
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