Sony Honda Mobility

What Sony Honda Mobility does

Sony Honda Mobility Inc. (SHM) was a 50-50 joint venture between Sony Group Corporation and Honda Motor Co., Ltd., established in September 2022 with stated capital of 110 billion yen (~$740M+) and headquartered in Minato-ku, Tokyo, with a U.S. subsidiary (Sony Honda Mobility of America Inc.) operating in California. The company's core product was the AFEELA 1 premium electric sedan — a software-defined EV positioned as a "Creative Entertainment Space" featuring a panoramic dashboard display, 40 cameras and sensors, PlayStation Remote Play integration, a 28-speaker Sony-developed AFEELA Immersive Audio system with Dolby Atmos support, and an AI assistant powered by Microsoft Azure OpenAI. The vehicle was to run on Qualcomm hardware targeting L2+ to L4 autonomous driving, with AFEELA Intelligent Drive AI trained on Google Cloud Managed Lustre infrastructure.

SHM planned a direct-to-consumer distribution model bypassing franchise dealerships, operating six owned AFEELA Studios and Delivery Hubs across California (Beverly Hills, Century City, San Diego, San Jose, Fremont, Torrance) as experiential retail, with planned expansion to Arizona (2027) and Japan (early 2027). Revenue was intended to come from hardware sales ($89,900 starting price), in-vehicle software and entertainment subscriptions, mobility services (roadside assistance via Urgently, collision repair via Crash Champions), and a developer ecosystem (AFEELA Creator Hub with SDK tools announced at GDC 2026). The company generated no revenue — no AFEELA 1 vehicles were ever delivered to customers. Following Honda's March 12, 2026 announcement of $15.7 billion in EV-related write-downs and the cancellation of three planned U.S. EV models, SHM discontinued the AFEELA 1 and a planned second SUV model on March 25, 2026, refunded all California reservation deposits, closed its AFEELA Studios, and announced on April 21, 2026 that operations would be scaled down with employees reassigned to Sony and Honda. As of the input data, SHM retains legal existence but is no longer operating as an active going concern.

Name

Sony Honda Mobility

Legal name

Sony Honda Mobility Inc.

Website

https://shm-afeela.com

Company type

Private

Founded year

2022

Operating status

Closed

Headcount range

101–250 employees

Short description

Sony Honda Mobility was a 50-50 joint venture between Sony and Honda developing the AFEELA 1 premium software-defined electric sedan with integrated entertainment and AI features. The product was cancelled in March 2026 before any deliveries, and operations are being scaled down.

Ownership category

akta.pro rank

Product category

Electric Vehicles

NAICS

Motor Vehicle Manufacturing (3361), Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632), Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600), Electronic Components & Accessories (3670)

akta.pro primary industry

Passenger Vehicle Electrical & Electronics Manufacturing (ICE) (IMACAAAK)

akta.pro secondary industries

Automotive Infotainment, Telematics & Connectivity Hardware Manufacturing (TCU/V2X/GNSS) (IMACAJAH), Automotive E/E Architecture Components Manufacturing (Domain/Zonal Controllers, Gateways, Network Switches) (IMACAJAI), E-Mobility Connectivity, Apps & Anti-Theft Tracking (consumer devices/services) (CRACASAM)

Keywords

• Electric vehicles
• Mobility services
• Automotive technology
• Software-defined vehicles
• Premium EV sedan

Headquarters

HQ city

Akasaka

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, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Electric Vehicle Sales: Direct sales of AFEELA brand electric vehicles to consumers. Planned starting price of $89,900 for AFEELA 1 in California. Project discontinued March 2026; all reservation fees refunded.
2. In-Vehicle Software and Entertainment: Revenue from AFEELA Creator Hub developer ecosystem, in-vehicle apps, over-the-air updates, and PlayStation game streaming services integrated into the vehicle.
3. Mobility Services and After-Sales: Services including roadside assistance (via Urgently partnership), collision repair (Crash Champions partnership), insurance, warranty, and connected vehicle services.
4. Aftermarket and Accessories: Limited-edition merchandise including AFEELA x Sorayama silkscreen T-shirts (JPY 11,000 each) and other collaboration apparel items.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Sony Honda Mobility was a 50-50 joint venture between Sony Group Corporation and Honda Motor Co., Ltd. that developed the AFEELA brand of software-defined electric vehicles, integrating Sony's sensors, AI, and entertainment technologies (including PlayStation Remote Play) with Honda's automotive engineering. Core offerings included the AFEELA 1 premium electric sedan, AFEELA Immersive Audio, AFEELA Intelligent Drive, AFEELA AI Assistant, and the AFEELA Creator Hub developer ecosystem, supported by AFEELA Studio retail locations and Delivery Hubs in California.

Product overview

Sony Honda Mobility (SHM) was a 50-50 joint venture between Sony Group Corporation and Honda Motor Co., established in September 2022 with 110 billion yen capital, developing the AFEELA brand of electric vehicles and mobility services. The core product was the AFEELA 1 electric sedan featuring a programmable mobility platform with panoramic display, 40 cameras/sensors for autonomous driving (L2+ to L4), and entertainment features including PlayStation Remote Play. Supporting modules included AFEELA Immersive Audio (28-speaker Dolby Atmos system), AFEELA Intelligent Drive (autonomous driving platform), and AFEELA AI Assistant (Microsoft Azure OpenAI-powered voice control). The AFEELA Creator Hub provided SDK tools for developer applications. AFEELA Studios offered physical retail and delivery experiences. Following Honda's March 2026 strategic reassessment of electrification plans, all EV development was cancelled and the joint venture was scaled down, with employees reassigned to parent companies.

Differentiator

Problem solved

Functional benefit

Brands

• AFEELA: Premium electric vehicle brand developed by Sony Honda Mobility, representing the fusion of intelligence and emotion in mobility. Features advanced sensing, interactive technology, human-centered design, and entertainment integration including PlayStation gaming capabilities.

Products and services

• AFEELA Electric Vehicle Program Electric vehicle development program combining Honda's automotive manufacturing with Sony's software, sensing, and entertainment technologies. The program included the Afeela 1 sedan and a second SUV model, both of which were discontinued in March 2026 due to Honda's strategic reassessment.
• AFEELA 1 First production model electric sedan featuring panoramic dashboard display, 40 cameras and sensors for L2+ to L4 autonomous driving, PlayStation Remote Play gaming, Microsoft Azure AI assistant, and AFEELA Immersive Audio with 28 speakers. Planned for California delivery in 2026 at $89,900 starting price before project cancellation.
• AFEELA Immersive Audio Premium 28-speaker audio system featuring Immersive Theater Sound, Hi-Fi Audio, and Zonal Sound modes. Uses Sony's Multilayer Carbon Fiber Composite Diaphragm, Monopole Synthesis spatial audio, and sound source separation technology. Supports Dolby Atmos.
• AFEELA Creator Hub Developer ecosystem announced at GDC 2026 providing SDK tools, APIs, and simulation environments for building in-vehicle applications. SDK beta planned for Summer 2026 before project cancellation.
• AFEELA Intelligent Drive Advanced driver-assistance and autonomous driving system featuring 40 cameras and sensors, Qualcomm-powered hardware targeting L2+ to L4 autonomy levels. Integrated with HERE Technologies navigation for EV range management and AR navigation.
• AFEELA AI Assistant Voice-controlled AI assistant powered by Microsoft Azure OpenAI enabling natural language interactions for vehicle control, entertainment, and information services.
• AFEELA Studio & Delivery Hub Physical retail and delivery locations offering immersive brand experiences and personalized vehicle handover. Locations included Beverly Hills, Century City, San Diego, San Jose, Fremont, and Torrance, CA. Most locations closed following project cancellation.
• AFEELA Account Customer account service for reservation management, order tracking, payment processing, and support access. Used Stripe for payment processing. Account registration discontinued and data scheduled for deletion June 15, 2026.

Quantifiable outcome

• 3x scaling improvement in AI model training using Google Cloud Managed Lustre (DDN)

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability8 records

Feature8 records

Partnerships

Eleven partnerships are on record, tiered key, minor and core.

• Google Cloud (DDN Managed Lustre)keyTechnology or Integration · 23 April 2026DDN's Google Cloud Managed Lustre service used for AI model training on AFEELA Intelligent Drive, achieving 3x scaling improvement. Platform delivers performance scaling up to 10 TB/s for AI training and inference workloads.
• Hajime SorayamaminorOthers · 13 March 2026Artist collaboration featuring 'AFEELA Prototype Tuned Up by Hajime Sorayama' as art piece at retrospective exhibition in Tokyo (March 14 – May 31, 2026). Limited-edition silkscreen T-shirts produced by AZOTH Inc. sold at venue.
• Honda Racing Corporation (HRC)keyStrategic or Co-development Partner · 4 March 2026Collaboration under AFEELA Co-Creation Program to develop in-vehicle theme inspired by Honda RA272 F1 car. RA272 V12 engine sound recorded at Mobility Resort Motegi for e:Motor Sound feature. Special exhibition held at G735 Gallery Ginza (March 2026).
• Car Connectivity Consortium (CCC)minorStrategic or Co-development Partner · 3 March 2026SHM participates in CCC connected vehicle testing events in Japan including Plugfest #17 for CCC Digital Key interoperability testing alongside Honda, Toyota, Google, Samsung, and others.
• Qualcomm TechnologiescoreTechnology or Integration · 6 January 2026Partnership for AI-centered mobility experiences and autonomous driving hardware. Qualcomm-powered hardware used for AFEELA Intelligent Drive system targeting L2+ to L4 autonomy levels. Key technology partner for the vehicle's computing platform.
• MicrosoftcoreTechnology or Integration · 6 January 2026Azure OpenAI integration powering AFEELA's personal AI assistant in the digital cockpit. Azure cloud platform used for AI services and voice control functionality. Part of SHM's announced partnerships at CES 2026.
• Sony Interactive EntertainmentcoreTechnology or Integration · 6 January 2026PlayStation game streaming via Remote Play — world's first in-car PS Remote Play integration. Allows streaming of PS4/PS5 games from home console to vehicle display. Part of 'Mobility as a Creative Entertainment Space' vision.
• ReviverkeyTechnology or Integration · 11 December 2025Digital license plate (RPlate) integration for AFEELA 1 — the first car to offer digital license plates. Customizable via smartphone app, replacing traditional plates with programmable HD display.
• Urgently (Urgent.ly Inc.)keyImplementation/ SI/ Consulting Partner · 7 October 2025Nationwide roadside assistance partnership covering all 50 U.S. states and D.C. Urgently API integrated into SHMA systems for seamless dispatch and real-time tracking via text message. Service beginning with U.S. AFEELA 1 deliveries in 2026. (Project subsequently cancelled)
• Crash ChampionskeyImplementation/ SI/ Consulting Partner · 27 January 2025Official collision repair partner for AFEELA 1 electric sedan. Partnership announced January 2025. Crash Champions to provide authorized repair services for AFEELA vehicles.
• HERE TechnologieskeyTechnology or Integration · 8 January 2025HERE Navigation SDK and HERE SDK Explore powering AFEELA's digital cockpit with EV range management, augmented reality navigation, and in-vehicle infotainment. Partnership announced at CES 2025. HERE positioned as key enabler for connected mobility experiences.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Lucid Motors: Lucid Motors is a US premium luxury EV sedan maker competing in the same ~$90K+ price band AFEELA 1 was planned for. Both target tech-forward early-adopter buyers in California with direct-sales models and emphasize software and technology differentiators — Lucid's advanced driver-assistance and high-efficiency powertrain mirror SHM's tech-first positioning.
• Tesla: Tesla is the dominant premium/luxury EV maker and the closest direct competitor in the segment Sony Honda Mobility was targeting with AFEELA 1. Both sell directly (Tesla DTC, SHM planned DTC) and emphasize software, over-the-air updates, and advanced driver assistance as core differentiators — Tesla's Autopilot/FSD being the benchmark SHM's L2+ to L4 AFEELA Intelligent Drive was positioned against.
• Polestar: Polestar is a premium EV brand (Polestar 2, 3, 4) selling via direct and digital-first channels in the US and Europe. Comparable to SHM's premium tech-forward positioning, with both emphasizing software-driven UX and design differentiation over traditional ICE luxury cues.
• Fisker: Fisker was a premium US EV startup that pursued a direct-sales asset-light model similar to SHM, ultimately filing for bankruptcy in 2024. Fisker's trajectory — premium EV positioning followed by financial distress and operational wind-down — makes it a structurally comparable cautionary peer for SHM's joint venture cancellation and EV program shutdown.
• Rivian: Rivian is a premium US EV maker (R1T, R1S) operating a direct-sales model and targeting tech-forward, experience-focused consumers in California. Comparable to SHM in its DTC GTM motion and California-first market entry, though Rivian operates as an independent going concern while SHM was wound down.

Broad incumbents

• BMW Group: BMW's iX and i7 premium EVs compete with AFEELA 1 in the luxury/EV crossover. Both share an emphasis on premium in-cabin experiences, immersive audio (Bowers & Wilkins), and advanced driver-assistance — making BMW a broad incumbent peer rather than a direct technology competitor.
• Mercedes-Benz Group: Mercedes-Benz's EQS and EQE premium EVs compete in the same luxury segment AFEELA 1 targeted. Mercedes' MBUX infotainment, Burmester audio, and Level 3 Drive Pilot ADAS are the established premium incumbents SHM's software-and-entertainment differentiation was positioned against.

Others

• Apple (discontinued Titan EV program): Apple's cancelled Project Titan automotive effort is the most analogous consumer-electronics-to-vehicle attempt that did not ship a product. As a precedent for a major consumer-tech company entering then exiting the EV space, Apple provides a directly comparable trajectory to Sony Honda Mobility's cancellation.
• Sony Group (Display/Sensing R&D): Sony Group as parent entity is the source of SHM's entertainment, sensor, and AI IP — including the 28-speaker Immersive Audio and PlayStation Remote Play. As the inheritor of any wind-down IP, Sony's automotive-related sensor and imaging businesses are thematically related to SHM's Intelligent Drive sensor stack.

Regional players

• Afeela Studio (now-closed retail concept): Self-reference for AFEELA Studios — owned DTC retail concept in California that was SHM's experiential sales channel. Relevant as a precedent for tech-company-led EV retail experiences (e.g., comparable to NIO Houses or Tesla showrooms) now closed.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat4 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/posts/?feedView=all
• 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 Sony Honda Mobility