The Sony Honda Mobility (SHM) project, known as AFEELA, is the latest to make it to the grave, as the company announced its intentions to abandon the project earlier this week, Bloomberg reported.

SHM has officially discontinued development of its highly anticipated AFEELA electric vehicles. On March 25, the joint venture between Sony and Honda announced it would halt the AFEELA 1 luxury sedan and a planned SUV model.

Tesla Killers Graveyard:

Sony-Honda AFEELA
The sleek, AI-packed luxury sedan with PlayStation integration. Officially cancelled in March 2026 after Honda scaled back its EV plans.

Fisker Ocean
Stylish SUV with solar roof promises. Company filed for bankruptcy in 2024 amid… https://t.co/Om14UhISOy

— TESLARATI (@Teslarati) March 26, 2026

The decision follows Honda’s March 12 reassessment of its electrification strategy, which scrapped several upcoming EV programs amid slowing demand, high costs, and shifting market conditions.

SHM stated that it could no longer rely on key Honda technologies and manufacturing assets, leaving “no viable path forward.” Reservation fees for early buyers in California are being fully refunded, and the joint venture’s future is now under review.

Launched with fanfare in 2022, the AFEELA was positioned as a tech-forward premium EV blending Honda’s engineering reliability with Sony’s entertainment and AI expertise.

Prototypes featured advanced autonomous driving systems, immersive in-cabin displays, and even PlayStation integration, earning it early media labels as a potential “Tesla Killer.”

No more “Tesla Killers:” It’s becoming increasingly difficult to distinguish the “EV market” from the mainstream auto segment

Priced around $90,000, the sedan was slated for limited production at Honda’s Ohio plant with deliveries targeted for late 2026. Industry watchers saw it as a serious challenger to Tesla’s dominance in software, connectivity, and premium appeal.

Yet, like many ambitious EV projects, it fell victim to broader industry headwinds: softening consumer demand, persistent high interest rates, and intense competition from established players.

The AFEELA joins a long list of vehicles once hyped as “Tesla Killers” that failed to deliver. In the late 2010s, Fisker’s second act, the Ocean SUV, promised stylish design and solid-state battery tech but collapsed into bankruptcy in 2024 after production delays, quality issues, and financial shortfalls.

Faraday Future poured billions into the FF 91 luxury sedan, touting it as a hyper-tech rival with unmatched performance and features; the company delivered fewer than 100 vehicles before fading into obscurity.

Lordstown Motors’ Endurance electric pickup generated massive pre-order buzz and Wall Street excitement but imploded after exaggerated range claims, a factory sale, and eventual bankruptcy.

Even Lucid Motors’ Air sedan, frequently called a Tesla slayer for its superior range and luxury, has struggled with sluggish sales and missed growth targets despite strong reviews.

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Rivian’s R1T and R1S trucks enjoyed similar early acclaim and a blockbuster IPO, yet production ramp-up challenges and profitability woes have prevented it from dethroning Tesla.

The AFEELA’s quiet demise underscores a harsh reality in the EV sector. While Tesla’s first-mover advantage in software, charging infrastructure, and brand loyalty remains formidable, legacy automakers and tech newcomers alike continue to underestimate the complexities of scaling affordable, desirable electric vehicles.

As market realities force tough choices, the graveyard of “Tesla Killers” grows longer, another reminder that innovation alone is rarely enough to topple an established leader.

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Sony Honda Mobility (SHM) will be the first company in the Japanese market to adopt the NACS connector for EVs.

The AFEELA EVs will be available initially in the United States in 2025, and they will be coming to Japan shortly thereafter.

Adoption of the NACS connector is a drastic step for many automakers because it is a commitment that they plan to let their drivers utilize the Tesla Supercharger Network, which is the most robust on Earth.

There are over 60,000 locations where Tesla Supercharger stalls are available, and that number grows nearly every day with new installations occurring in various markets.

Max de Zegher, Tesla’s Director of Charging, commented on SHM’s adoption of the NACS connector:

“Tesla Superchargers represent the largest global network, with 60,000 Superchargers and growing. In Japan, 90% of 150kW+ chargers are Superchargers. True to Tesla’s mission, we also want to be helpful to companies going electric, and improve charging experiences for all EV drivers. That’s why we’re excited to see the North American Charging Standard (NACS) gaining traction in Japan, and we welcome Sony Honda Mobility as the first automaker to join the movement.”

Yasuhide Mizuno, Representative Director, Chairman, and CEO of SHM, also commented:

“Sony Honda Mobility is committed to pursuing value creation centered around people for driving pleasure and an entertaining in-car experience. We prioritize customer convenience even in charging and have decided to adopt NACS. We sincerely thank Tesla for providing us the opportunity to adopt NACS as well as their latest and advanced technology-equipped V3 and V4 Superchargers for AFEELA.”

Tesla Superchargers have already been opened to several automakers, including Ford, Rivian, and, most recently, General Motors. However, there are plenty of other companies that have already committed to adopting NACS, which will enable their cars to use the Supercharger Network.

As for SHM, it will open pre-orders for AFEELA EVs in the first half of 2025, and sales are expected to start later that year. Deliveries are currently planned for Spring 2026 in the U.S.

The cars will be available in Japan in the second half of 2026.

I’d love to hear from you! If you have any comments, concerns, or questions, please email me at joey@teslarati.com. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.

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Sony Honda Mobility is a strange partnership that has been in the works for years now. Much like the vehicle displayed today, the association started at CES years ago as Sony announced that it would be working to develop and produce an electric vehicle. And while at first, many anticipated the tech giant would be working with the automotive production giant Magna International, Sony instead chose to partner with Honda. Now, the partnership corporation, Sony Honda Mobility, has shown off its newest prototype vehicle, the Afleela.

While the vehicle resembles many of the initial Sony development prototypes, the new Afeela vehicle is clearly a step away from those designs. The vehicle has become even more smooth in design but also gains a new level of interior refinement and design purpose than previous iterations.

While far from introducing full specifications for its upcoming vehicle, Sony Honda Mobility has at least outlined some basic technical details and design goals with a little more specificity. The upcoming vehicle will be all-wheel-drive and has dimensions similar to the Tesla Model 3, if slightly longer. The company also outlines that the prototype vehicle is equipped with a total of 45 cameras in order to allow for high-level autonomy.

In terms of design goals, the first is autonomy. The company’s website states, “Autonomous intelligence for mobility. Where we aim to create the essential foundations for safety and security. Using sensors and many intelligent technologies, we will realize mobility with peace of mind.” And while many would point out that this is a similar level of detail to previous announcements, it at least clarifies that self-driving capabilities are a forefront feature for the vehicle.

The second design goal is augmentation. “Mobility space built upon safety and security presents the possibility of enjoyment beyond driving,” states the website. “We will explore new experiences for mobility that go beyond what we thought time and space be like.” Yet more platitudes and unspecific marketing jargon, but beneath the surface layer, Sony may be hinting at creative new UI and driving experiences that their tech background could make possible.

Third and finally is “affinity.” And I will make no claims to understand the company’s statements regarding this design goal. Still, I would be astonished if the company’s goal of creating “mobility that is open to people, open to society” is in regards to an aggressively affordable electric vehicle offering.

Perhaps the best takeaway from today’s showing is that Sony Honda Mobility is a far more serious venture than initially believed. And while many have doubted that the company would come this far, it continues to astonish and move forward. I hope that this level of EV progressivism becomes a more prominent part of Honda’s business plan in the near future as well.

What do you think of the article? Do you have any comments, questions, or concerns? Shoot me an email at william@teslarati.com. You can also reach me on Twitter @WilliamWritin. If you have news tips, email us at tips@teslarati.com!

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Instead, Kawanishi revealed in a recent article with the Financial Times that Sony Honda Mobility will focus on a premium entertainment experience to win customers. Kawanishi, who was named the President of the Sony Honda joint venture earlier this year when the partnership was officially formed, said Sony’s entertainment technology is the company’s “strength against Tesla.”

“Sony has content, services, and entertainment technologies that move people,” Kawanishi said in an interview with FT. “We are adapting these assets to mobility, and this is our strength against Tesla.”

Kawanishi continued that Tesla’s weakness in providing content services to customers is where Sony can swoop in and drive people toward the new brand with Honda. Sony offers various entertainment options, from televisions, to gaming consoles to surround sound systems. The PS5 could be added to the company’s vehicles as it is “technologically possible,” Kawanishi said.

Tesla has stepped up its game in terms of in-car entertainment, specifically in gaming. The company has tested Steam integration for some time and even installed high-tech gaming processors in the Model S Plaid.

The software would be the focus of the automobile, and the car would cater to the entertainment and network Sony and Honda ultimately develop as a result of building the car, which is set to roll out in North America by 2025.

Analysts say that Sony could have other motives for the project. Christopher Richter of CLSA told FT in the report that part of the joint venture’s goal with Honda is to sell more components, like sensors, to gain market share of the consumer electronics industry within the automotive sector. “Tesla hasn’t been able to completely achieve this,” while also stating Apple’s Project Titan EV is not something to consider as details are relatively thin and mostly unconfirmed.

Whatever is to come of the project will be the result of a 10 billion Yen, or roughly $74,000,000, investment from Sony and Honda to develop a competitive electric vehicle.

I’d love to hear from you! If you have any comments, concerns, or questions, please email me at joey@teslarati.com. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.

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While earlier this week, Sony Honda Mobility clarified that their vehicles won’t be available until 2026, this hasn’t stopped Honda dealers state-side from expressing their interest in being a part of the venture, according to Reuters. While this may counter the trend of automotive startups relying on direct-to-consumer (DtC) sales models, Honda dealers argue that they play a critical role.

According to the most recent press releases from Sony Honda Mobility, there are some known facts about the upcoming brand and its vehicles. Most recently, Sony Honda Mobility stated that its luxury-oriented cars would come with software-based subscription services. Still, the company has repeatedly pointed out that their design focus for the cars is the software offering in the first place. The company claims the vehicles will be level 3 autonomous driving capable, but their other software offerings remain unknown.

However, along with their new vehicle software and design approach, many have anticipated a DtC sales model similar to Tesla, Lucid, and Rivian. Honda dealers disagree, “the best path forward is with the dealers,” said one dealership spokesman to Reuters.

A sales system has yet to be finalized for Sony Honda Mobility products, but this comes at a rocky time regarding the automotive dealership system. Ford, in particular, has become infamous for its problem with dealer markups and its strict new policies allowing dealerships to remain part of its sales system but with new and stringent regulations.

Tesla customers online have become perhaps the most boisterous opponents to dealerships, other than maybe those who have received unexpected price increases on their purchased vehicles. But Honda dealers argued that they have a place in the future system. And to their credit, their significant national presence, help in resolving recall issues, and general repair implementation for customers could prove helpful for the fledgling brand.

What do you think of the article? Do you have any comments, questions, or concerns? Shoot me an email at william@teslarati.com. You can also reach me on Twitter @WilliamWritin. If you have news tips, email us at tips@teslarati.com!

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Sony Honda Mobility, created by the two brands giving it its name, first appeared a few years ago as Sony unveiled its first-ever electric vehicle concept car at CES. According to Reuters, the partnership with Honda hopes to get the Japanese car brand into production, and Sony will offer software on the vehicle via subscription services by 2026.

Very few details have been released about the upcoming Sony Honda Mobility vehicle. It remains unclear if the vehicle will be sold for a flat rate or if the vehicle itself will also be part of a subscription service, nor have any specifications been released. But what is clear is that the typically conservative Honda is looking to change things up with the new Japanese startup.

According to previous announcements from the company, the two companies have already invested 10 billion Japanese yen into the business and appointed a set of senior leaders to lead the company. However, since that announcement earlier this year, there has been radio silence regarding the upcoming brand.

Sony Honda Mobility’s introduction date closely follows Honda’s announced plans; releasing the Honda Prologue in 2024 and then aiming to introduce more low-cost EV offerings in 2026. However, the vehicles coming from Sony Honda Mobility will not be these affordable models. From the announcement today, the startup stated that the brand will be focused on luxury offerings. This distinction aligns with Honda’s Acura brand, but it is unclear if the company will share technology or production areas in introducing their new vehicles.

A lot is still up in the air before Sony Honda Mobility makes its debut in 2026, but they may have a unique offering when they finally come to market.

What do you think of the article? Do you have any comments, questions, or concerns? Shoot me an email at william@teslarati.com. You can also reach me on Twitter @WilliamWritin. If you have news tips, email us at tips@teslarati.com!

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The new, Tokyo-based auto manufacturer will take advantage of Sony’s experience in imaging, computer sensing, telecommunications, and “network and entertainment” technologies. Honda, on the other hand, will be supplying its experience in vehicle manufacturing, after-sales service, and safety technologies. This company is set to be established by the end of this year and will attempt to deliver its first vehicles in 2025, Sony said in a press release.

A complete board of directors has already been established and will consist of:

• Yasuhide Mizuno, Representative Director, Chairman and CEO
• Izumi Kawanishi, Representative Director, President and COO
• Shugo Yamaguchi, Director and Deputy President
• Kojiro Okabe, Director and Executive Vice President
• Manabu Ozawa, Director (Honda Motor Co., Ltd.)
• Naoya Horii, Director (Sony Group Corporation)

Both CEOs of Sony and Honda seem excited about their future work with each other. Sony CEO Kenichiro Yoshida said in a comment that the goal will be to “make the mobility space an emotional one” and that the focus of the new brand will be on safety, entertainment, and adaptability.

Meanwhile, Honda CEO Toshihiro Mibe shared similar positive comments, stating that the automaker will continue its own automotive brand, however, he was excited to embrace a new challenge. Mibe said he believes that Honda and Sony complement each other well. “At the new company, we will strive to create new value through the fusion brought about by the combination of our different industries, so please look forward to future developments,” he added.

Sony first announced its interest in electric vehicles back in 2020 when they released their Vision S-01 concept car, and while many were skeptical of the future of “Sony Mobility Inc.”, the car had been made in conjunction with Magna Incorporated. Magna is a Canadian auto parts manufacturer and one of the largest in the world, with hundreds of production facilities, thousands of workers, and a history of manufacturing everything from seats to car panels for decades; Donut Media even made a great video about the possible partnership. And while it appeared that that relationship was going to continue with the showing of the Vision S-02 concept SUV shown at this year’s CES, Sony has clearly chosen to change course.

It is unclear at this point how this new relationship between Sony and Honda was chosen over one with Magna, or how new products from Sony Honda Mobility will differ from their Honda counterparts. Further questions have emerged as the first products from Sony Honda Mobility will likely come at around the same time Honda begins selling the Honda Prologue via their other partnership with GM.

What do you think of the article? Do you have any comments, questions, or concerns? Shoot me an email at william@teslarati.com. You can also reach me on Twitter @WilliamWritin. If you have news tips, email us at tips@teslarati.com!

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