They’re actually doing it. After years of skeptics claiming Sony was just "playing house" with automotive concepts at CES, Sony Honda Mobility of America is prepping to drop a real, tangible product onto US soil. It’s called Afeela. No, that’s not a typo. It’s a brand name that sounds more like a feeling than a car company, and honestly, that’s exactly the point.
The joint venture, officially birthed in late 2022, isn't your standard corporate handshake. It’s a desperate, high-stakes sprint. Sony has the sensors, the movies, and the PlayStation ecosystem. Honda has the factories, the suspension tuning, and the decades of knowing how not to let a car fall apart at 70 mph. Together, they are trying to answer a question nobody has quite solved yet: Can a car be a rolling smartphone without being a total nightmare to drive?
What Sony Honda Mobility of America is actually building
We need to talk about the prototype. The Afeela sedan isn't just another EV. It’s basically a high-end gaming PC wrapped in high-tensile steel and glass. Yasuhide Mizuno, the CEO of Sony Honda Mobility, hasn't been shy about the fact that they are prioritizing "software-defined" experiences.
What does that look like? Imagine 45 sensors. Cameras, radar, ultrasonic sensors, and LiDAR are tucked into every nook and cranny of the chassis. It’s overkill. Or is it? Sony is leveraging its CMOS image sensor dominance to give the car "eyes" that technically outperform human vision in low-light scenarios.
But the US market is a different beast.
Sony Honda Mobility of America is headquartered in San Diego for a reason. They need to be near the software talent, but they also need to understand why American drivers are currently frustrated with EVs. We don't just want range; we want stuff that works. The partnership plans to utilize Honda’s existing North America manufacturing footprint—likely the "EV Hub" in Ohio—to actually build these machines. This gives them a massive leg up over startups like Lucid or Rivian that had to build factories from scratch.
The Qualcomm and Epic Games factor
This isn't just a two-way street. Sony Honda Mobility of America is leaning heavily on Qualcomm’s Snapdragon Digital Chassis. This is the "brain" of the car. It handles everything from the ADAS (Advanced Driver Assistance Systems) to the telematics.
And then there’s Unreal Engine 5.
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You read that right. The same engine that powers Fortnite and The Matrix Awakens is being used to render the car’s interface. Why? Because traditional car menus are slow, ugly, and laggy. By using a gaming engine, Sony Honda Mobility can create 3D environments for navigation and safety displays that look like a AAA game. It’s gorgeous. It’s also a bit distracting if they don't get the UI right.
They’re aiming for Level 3 autonomous driving under certain conditions. That’s the "hands-off, eyes-off" holy grail. To get there in America, they have to navigate a patchwork of state laws and federal safety standards that are currently in total flux. It's a logistical headache.
Why the Afeela brand feels... different
People hate the name. Let’s be real. When it was first announced, the internet had a field day. But the name is derived from "Feel," which is Sony’s attempt to pivot away from horsepower and torque toward "human sensation."
In a world where every EV does 0-60 in under four seconds, speed has become a commodity. It's boring now. Sony Honda Mobility of America knows they can't win on battery specs alone. Tesla has the charging network. Hyundai has the efficiency. So, Sony is betting on the "Media Bar."
The Media Bar is a small screen on the front bumper. It can display the charging status, weather warnings, or even an ad for Spider-Man (okay, maybe not the last one, but you get the idea). It’s an external communication tool. Is it a gimmick? Probably. But in a sea of identical white crossovers, it’s a talking point.
The "Honda-ness" beneath the screen
Don't let the screens fool you. Honda’s involvement is the only reason this project has legs. Honda is handling the "Mobility" part—the platform, the crash safety, and the global supply chain management.
Historically, Sony is great at making things that last five years. Honda is great at making things that last twenty. This tension is where the quality comes from. The Afeela prototype uses a double-wishbone front suspension and a multi-link rear setup. That’s "driver’s car" territory. It suggests that Sony Honda Mobility of America isn't just building a mobile movie theater; they’re building something that won't feel like a boat in the corners.
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Real talk on the subscription model
Here is the part people are going to hate: the business model.
Sony Honda Mobility of America has hinted strongly at a recurring revenue stream. You buy the car, but you might "subscribe" to certain entertainment packages or premium autonomous features.
- Software updates: Expect frequent Over-The-Air (OTA) updates.
- Entertainment: Access to the Sony Pictures library and PlayStation Plus integration.
- Safety: Advanced sensing as a tiered service.
It's a controversial move. American buyers are already tired of being "nickel and dimed" for heated seats. If Sony tries to put a paywall behind the best parts of the car, they might face a PR nightmare. However, if that subscription covers the data costs for high-speed 5G streaming, it might just make sense.
Navigating the American infrastructure gap
The biggest hurdle for Sony Honda Mobility of America isn't the software. It’s the plugs.
While they haven't explicitly joined the NACS (Tesla plug) bandwagon as early as some others, the pressure is on. For Afeela to succeed in the US, it needs to be able to charge anywhere. Relying on the current Electrify America or EVgo networks is a gamble that Sony might not want to take.
They are entering a market where the "early adopter" phase is ending. The people buying EVs in 2026 aren't tech enthusiasts who forgive bugs; they are suburban parents who need the car to work every single time.
What most people get wrong about this partnership
A lot of folks think Sony is just providing the "radio." That's wrong. Sony is leading the project management in many ways. They are treating the car like a hardware platform, similar to the PlayStation 5. The car is the "console," and the services are the "games."
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Honda, meanwhile, is effectively acting as the world’s most sophisticated contract manufacturer and safety consultant. It's a reversal of the traditional power dynamic in the auto industry. Usually, the car company dictates everything to the tech supplier. Here, Sony is in the driver's seat of the concept.
The 2026 Roadmap
The timeline is aggressive.
Pre-orders are expected to start soon, with the first deliveries in North America slated for 2026. This isn't a "some day" project. The San Diego team is already testing mules on public roads.
If you're looking at buying one, you should know that these will likely be premium vehicles. We are talking in the $60,000 to $70,000 range to start. It’s a direct shot at the Tesla Model S and the BMW i4.
Actionable steps for the EV curious
If you’re watching Sony Honda Mobility of America closely, don't just wait for the glossy commercials. Here is how you actually track if this project is going to succeed or vanish like the DeLorean:
- Watch the Ohio Factory updates: Look for news regarding Honda's retooling of the Marysville Auto Plant. If the lines are moving, the car is real.
- Monitor the ADAS certifications: Sony is aiming for Level 3 autonomy. If they get regulatory approval in states like California or Nevada, they are ahead of the pack.
- Check the PlayStation integration: If you’re a gamer, keep an eye on your PSN dashboard. Rumors suggest Sony might offer loyalty perks or early "digital showroom" access through the console.
- Evaluate the "Subscription" fine print: Before putting down a deposit, read the terms of service. Understand what features are permanent and what requires a monthly fee.
Sony Honda Mobility of America is a massive gamble on the idea that we want our cars to be more like our phones. Whether we actually want to "feel" our car or just want it to get us to work without crashing is the $100 billion question. But one thing is certain: the Afeela is the most interesting thing to happen to the American car market in a decade. It's weird, it's ambitious, and it’s finally almost here.