AFEELA

What AFEELA does

AFEELA is the consumer brand of Sony Honda Mobility Inc. (SHM), a 50/50 joint venture established in September 2022 between Sony Group Corporation and Honda Motor Co., Ltd., with stated capital of 110 billion yen. The company was formed to develop software-defined electric vehicles that fuse Sony's entertainment, sensing, and audio technologies with Honda's automotive engineering, targeting premium California consumers. Its core product, AFEELA 1, was designed as a 'moving listening room' built around a proprietary 28-speaker AFEELA Immersive Audio system featuring Sony-developed Multilayer Carbon Fiber Composite Diaphragm drivers, Monopole Synthesis spatial sound field reproduction, AI-based sound source separation, and three playback modes (Immersive Theater Sound, Hi-Fi Audio, Zonal Sound). The vehicle was intended to integrate HERE Technologies for EV-aware navigation and ADAS/AD validation, panoramic cabin displays, and active noise cancellation combining Sony and Honda technologies.

Go-to-market was direct-to-consumer via five California retail locations (Beverly Hills, Century City, San Diego, San Jose studios plus a Torrance delivery hub) and an online reservation/account system, positioning AFEELA as 'mobility as a creative entertainment space.' The company also pursued lifestyle brand extensions including artist collaborations (Hajime Sorayama, Honda Racing Corporation RA272) and limited-edition collaborative apparel. Following Honda's March 2026 reassessment of its automobile electrification strategy, SHM discontinued development of AFEELA 1 and a planned second model, refunded all U.S. reservations, and in April 2026 announced a scale-down of operations with employees to be reassigned to Sony and Honda while the parents continue discussions on software-driven mobility collaboration.

Name

AFEELA

Legal name

Sony Honda Mobility Inc.

Website

https://shm-afeela.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

251–500 employees

Short description

Sony Honda Mobility's AFEELA developed software-defined electric vehicles combining Sony's entertainment and audio technology with Honda's automotive engineering, targeting premium California consumers. The AFEELA 1 program was discontinued in March 2026 and the joint venture is scaling down operations.

Ownership category

akta.pro rank

Product category

Electric Vehicles

NAICS

Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

EV Platform/Skateboard & Chassis Integration Manufacturing (IMACACAI)

akta.pro secondary industries

Automotive ECUs/Control Modules & Embedded Electronics Manufacturing (IMACAJAC), Automotive E/E Architecture Components Manufacturing (Domain/Zonal Controllers, Gateways, Network Switches) (IMACAJAI), Automotive Infotainment, Telematics & Connectivity Hardware Manufacturing (TCU/V2X/GNSS) (IMACAJAH)

Keywords

• Electric vehicles
• Software-defined vehicles
• Premium automotive audio
• Advanced driver assistance
• Mobility services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Electric Vehicle Sales: Planned sale of AFEELA 1 electric vehicles to consumers in California, USA. Vehicle development and launch discontinued in March 2026.
2. Collaborative Apparel: Sale of limited-edition silkscreen T-shirts featuring collaborative artwork (e.g., SORAYAMA x AFEELA T-shirt at JPY 11,000). First apparel collaboration produced by AZOTH Inc.
3. Mobility Services: Planned mobility-related services leveraging software and technology. Development scaled down as of April 2026.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

AFEELA, the mobility brand of Sony Honda Mobility Inc., was developing premium software-defined electric vehicles that combined Sony's entertainment and sensing technologies with Honda's automotive engineering. Its first planned production vehicle, AFEELA 1, was designed for the U.S. (California) market and centered on an in-cabin entertainment experience built around the proprietary AFEELA Immersive Audio system, panoramic displays, and EV-aware navigation. Following Honda's March 2026 reassessment of its electrification strategy, AFEELA 1 and a planned second model were discontinued and the company announced a scale-down of operations in April 2026.

Product overview

AFEELA is a mobility brand from Sony Honda Mobility representing the fusion of intelligence and emotion in motion. The portfolio centered on the AFEELA 1 electric vehicle (now discontinued), which featured the proprietary AFEELA Immersive Audio system as a key differentiator. Physical presence included AFEELA Studio & Delivery Hub locations across California. The AFEELA Account service provided access to reservation, ordering, and support features. The company also explored mobility as creative entertainment space through artistic collaborations and limited-edition apparel.

Differentiator

Problem solved

Functional benefit

Brands

• AFEELA 1: First production model electric vehicle designed for the U.S. market, featuring AFEELA Immersive Audio with 28 speakers, panoramic displays, and advanced sensing technology.

Products and services

• AFEELA 1 The first planned production electric vehicle under the AFEELA brand, designed for the U.S. market with planned deliveries in California. Featured panoramic interior displays, AFEELA Immersive Audio with 28 speakers, ADAS/autonomous-driving sensing and HERE Technologies EV-aware navigation. Development and launch were discontinued in March 2026 following Honda's reassessment of its electrification strategy, with full refunds issued to reservation holders.
• AFEELA Immersive Audio Proprietary 28-speaker in-cabin audio system developed by Sony for AFEELA 1, designed to function as a 'moving listening room.' All 28 speakers were newly developed by Sony (not repurposed components) and include Sony Multilayer Carbon Fiber Composite Diaphragm drivers, three playback modes (Immersive Theater Sound supporting Dolby Atmos, Hi-Fi Audio, and Zonal Sound), proprietary Monopole Synthesis spatial audio, AI-based sound source separation, and Active Noise Cancellation combining Sony mid-frequency and Honda low-frequency road-noise reduction. Includes 8 seat-embedded speakers enabling three independent entertainment zones.
• AFEELA Account Online user account system for accessing AFEELA services including vehicle reservation/ordering, order status viewing, payment status, latest service news, and support. Account registration was discontinued as part of the 2026 business restructuring.
• AFEELA Studio & Delivery Hub Physical retail experience and delivery network in California, comprising AFEELA Studios in Beverly Hills, Century City, San Diego and San Jose for in-person vehicle demonstrations, plus a Delivery Hub in Torrance offering personalized AFEELA 1 handover experiences. Operations curtailed following the 2026 discontinuation of vehicle development.
• SORAYAMA x AFEELA T-shirt Limited-edition collaborative silkscreen T-shirt produced with artist Hajime Sorayama featuring graphics of the collaborative AFEELA prototype. Manufactured by AZOTH Inc. in Sendai, Miyagi, using a multi-layered ink process (10 plates front, 13 plates back). Available in black in sizes M, L, and XL at JPY 11,000 (tax included), sold exclusively at the venue of Sorayama's retrospective exhibition at CREATIVE MUSEUM TOKYO from March 14 to May 31, 2026.
• AFEELA Prototype Tuned Up by Hajime Sorayama Modified AFEELA 1 prototype presented as an art piece at artist Hajime Sorayama's retrospective exhibition 'SORAYAMA: Light, Transparency, and Reflection -TOKYO-' at CREATIVE MUSEUM TOKYO from March 14 to May 31, 2026. The prototype embodied Sorayama's themes of light, transparency, and reflection, positioning AFEELA at the intersection of mobility and art.

Quantifiable outcome

• 28 high-performance speakers designed specifically for AFEELA 1, all newly developed by Sony (not repurposed components)
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature9 records

Partnerships

Four partnerships are on record, tiered flagship, minor and core.

• Honda Racing Corporation (HRC)flagshipStrategic or Co-development Partner · 19 March 2026Special exhibition collaboration featuring AFEELA 1 with special wrapping inspired by Honda RA272 racing car (1965 F1 champion) alongside RA272 at G735 Gallery in Ginza. Showcased 'e-Motor Sound' technology reproducing RA272 engine audio, plus making-of videos and photos. Exhibition ran March 20-26, 2026.
• Hajime SorayamaflagshipStrategic or Co-development Partner · 13 March 2026Artist collaboration to exhibit AFEELA prototype as art piece at Sorayama's retrospective exhibition 'SORAYAMA: Light, Transparency, and Reflection -TOKYO-' at CREATIVE MUSEUM TOKYO (March 14 - May 31, 2026). Modified AFEELA 1 prototype inspired by themes of light, transparency, and reflection. Collaboration apparel (limited-edition silkscreen T-shirts) also produced.
• AZOTH Inc.minorOEM/ Whitelabel/ Licensing Partner · 13 March 2026T-shirt design factory based in Sendai, Miyagi, known for advanced printing techniques. Produced limited-edition silkscreen T-shirts featuring Sorayama's graphics of the collaborative vehicle using multi-layered ink process (10 plates front, 13 plates back).
• HERE TechnologiescoreTechnology or IntegrationHERE Technologies provides cloud-based, AI-powered mission-control layer for AFEELA vehicles including AI Assistant, EV-aware navigation, and operational design domain integration. Demonstrated capabilities in EV range estimation and ADAS/AD validation. Collaboration uses AWS Bedrock and OpenSearch for scalable map data workflows.

Scale indicators5 records

Recent moves8 records

Expansion highlights3 records

Broad incumbents

• Tesla: The dominant premium EV manufacturer and software-defined vehicle pioneer. Tesla competes directly with the AFEELA vision of a technology-forward, AI-driven EV, but at vastly greater scale and with established manufacturing — making it the benchmark AFEELA positioned against rather than a head-to-head launch competitor.
• Mercedes-Benz EQ: Established luxury OEM's EV sub-brand competing in the premium segment with high-end audio systems (Burmester) and advanced driver assistance. Comparable as a benchmark for the premium in-cabin experience AFEELA targeted.
• BMW iX: Established premium OEM's flagship electric SUV with emphasis on cabin technology, premium audio, and ADAS. Comparable to the Afeela Prototype 2026 SUV positioning in the premium electric SUV segment.

Direct peers

• Lucid Motors: U.S.-focused premium EV manufacturer targeting technology-forward luxury buyers. Closely comparable to AFEELA's positioning as a software-led, premium-priced EV play for California consumers, and similarly exposed to capital-intensity and ramp risk.
• Rivian: Premium U.S. EV manufacturer with a software-centric product philosophy and direct-to-consumer retail model. Comparable to AFEELA in targeting premium American buyers with feature-differentiated EVs and operating dedicated studio/delivery locations.
• Polestar: Premium performance EV brand with software-defined vehicle ambitions and a controlled showroom retail model. Comparable to AFEELA as a design- and technology-led premium EV targeting a similar buyer profile.
• VinFast: Asian-affiliated EV manufacturer entering the U.S. market with premium positioning and dedicated studio retail locations. Comparable to AFEELA as a foreign OEM attempting a U.S. premium EV launch with showrooms and direct-to-consumer sales.
• NIO: Premium Chinese EV manufacturer known for cabin experience differentiation (including in-cabin AI and immersive infotainment). Comparable to AFEELA's positioning of the vehicle as a 'creative entertainment space' rather than pure transportation.

Emerging players

• Fisker: Premium EV startup that similarly pursued a U.S.-focused, asset-light model with strong design and technology branding — and that ultimately entered financial distress, providing a cautionary peer trajectory for capital-intensive EV launches.

Others

• Sony Vision-S (concept): Sony's prior internal EV concept platform that preceded and seeded the AFEELA joint venture. Comparable as the originating technology platform demonstrating Sony's in-cabin entertainment and sensing stack now embedded in AFEELA.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/shmAFEELA
• YouTubeyoutube.com/channel/UCrZW5b1KF8NddpWHPfc8pMw
• Facebookfacebook.com/shmAFEELA
• LinkedInlinkedin.com/company/sony-honda-mobility
• Instagraminstagram.com/shmafeela

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AFEELA