{"id":301522,"date":"2026-03-26T12:23:51","date_gmt":"2026-03-26T19:23:51","guid":{"rendered":"https:\/\/www.teslarati.com\/?p=301522"},"modified":"2026-03-26T12:23:51","modified_gmt":"2026-03-26T19:23:51","slug":"tesla-killer-heads-graveyard-afeela-taps-out","status":"publish","type":"post","link":"https:\/\/www.teslarati.com\/tesla-killer-heads-graveyard-afeela-taps-out\/","title":{"rendered":"Tesla &#8216;Killer&#8217; heads to the graveyard as AFEELA taps out"},"content":{"rendered":"<p>There have been many Tesla &#8220;Killers&#8221; over the years, all of which have either failed to dethrone the automaker from its dominance in the United States, <a href=\"https:\/\/www.teslarati.com\/tesla-piper-sandler-1300-price-target-street-high\/\">or even make it to the market altogether<\/a>.<\/p>\n<p>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,\u00a0<em>Bloomberg<\/em> reported.<\/p>\n<p>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.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">\ud83d\ude97 Tesla Killers Graveyard:<\/p>\n<p>Sony-Honda AFEELA<br \/>\nThe sleek, AI-packed luxury sedan with PlayStation integration. Officially cancelled in March 2026 after Honda scaled back its EV plans.<\/p>\n<p>Fisker Ocean<br \/>\nStylish SUV with solar roof promises. Company filed for bankruptcy in 2024 amid\u2026 <a href=\"https:\/\/t.co\/Om14UhISOy\">https:\/\/t.co\/Om14UhISOy<\/a><\/p>\n<p>\u2014 TESLARATI (@Teslarati) <a href=\"https:\/\/twitter.com\/Teslarati\/status\/2037198606961107191?ref_src=twsrc%5Etfw\">March 26, 2026<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>The decision follows Honda\u2019s March 12 reassessment of its electrification strategy, which scrapped several upcoming EV programs amid slowing demand, high costs, and shifting market conditions.<\/p>\n<p>SHM stated that it could no longer rely on key Honda technologies and manufacturing assets, leaving \u201cno viable path forward.\u201d <a href=\"https:\/\/www.teslarati.com\/elon-musk-warning-legacy-automakers-tesla-fsd-licensing-snub-echoes-ev-dismissal\/\">Reservation fees for early buyers in California are being fully refunded<\/a>, and the joint venture\u2019s future is now under review.<\/p>\n<p>Launched with fanfare in 2022, the AFEELA was positioned as a tech-forward premium EV blending Honda\u2019s engineering reliability with Sony\u2019s entertainment and AI expertise.<\/p>\n<p>Prototypes featured advanced autonomous driving systems, immersive in-cabin displays, and even PlayStation integration, <a href=\"https:\/\/www.teslarati.com\/tesla-killers-ev-market-vs-auto-market\/\">earning it early media labels as a potential \u201cTesla Killer.\u201d<\/a><\/p>\n<blockquote class=\"wp-embedded-content\" data-secret=\"ahBSQ9gP86\"><p><a href=\"https:\/\/www.teslarati.com\/tesla-killers-ev-market-vs-auto-market\/\">No more \u201cTesla Killers:\u201d It\u2019s becoming increasingly difficult to distinguish the \u201cEV market\u201d from the mainstream auto segment<\/a><\/p><\/blockquote>\n<p><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;No more \u201cTesla Killers:\u201d It\u2019s becoming increasingly difficult to distinguish the \u201cEV market\u201d from the mainstream auto segment&#8221; &#8212; TESLARATI\" src=\"https:\/\/www.teslarati.com\/tesla-killers-ev-market-vs-auto-market\/embed\/#?secret=vndcp0EHqy#?secret=ahBSQ9gP86\" data-secret=\"ahBSQ9gP86\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p>Priced around $90,000, the sedan was slated for limited production at Honda\u2019s Ohio plant with deliveries targeted for late 2026. Industry watchers saw it as a serious challenger to Tesla\u2019s dominance in software, connectivity, and premium appeal.<\/p>\n<p>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.<\/p>\n<p>The <a href=\"https:\/\/www.teslarati.com\/sony-honda-mobility-afeela-prototype\/\">AFEELA joins a long list of vehicles once hyped as \u201cTesla Killers\u201d that failed to deliver<\/a>. In the late 2010s, Fisker\u2019s 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.<\/p>\n<p>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.<\/p>\n<p>Lordstown Motors\u2019 Endurance electric pickup generated massive pre-order buzz and Wall Street excitement but imploded after exaggerated range claims, a factory sale, and eventual bankruptcy.<\/p>\n<p><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3 r-1adg3ll r-1g7jtus r-1x3r274\"><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3\"><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3 r-1x3r274\">Even Lucid Motors\u2019 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.<\/span><\/span><\/span><\/p>\n<blockquote class=\"wp-embedded-content\" data-secret=\"l47TSYimqm\"><p><a href=\"https:\/\/www.teslarati.com\/lucid-lunar-robotaxi-concept-vs-tesla-cybercab-ridehailing\/\">Lucid unveils Lunar Robotaxi in bid to challenge Tesla&#8217;s Cybercab in the autonomous ride hailing race<\/a><\/p><\/blockquote>\n<p><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;Lucid unveils Lunar Robotaxi in bid to challenge Tesla&#8217;s Cybercab in the autonomous ride hailing race&#8221; &#8212; TESLARATI\" src=\"https:\/\/www.teslarati.com\/lucid-lunar-robotaxi-concept-vs-tesla-cybercab-ridehailing\/embed\/#?secret=9q3Nl2OkB0#?secret=l47TSYimqm\" data-secret=\"l47TSYimqm\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3 r-1adg3ll r-1g7jtus r-1x3r274\"><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3\"><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3 r-1x3r274\">Rivian\u2019s 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.<\/span><\/span><\/span><\/p>\n<p><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3 r-1adg3ll r-1g7jtus r-1x3r274\"><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3\"><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3 r-1x3r274\">The AFEELA\u2019s quiet demise underscores a harsh reality in the EV sector. While Tesla\u2019s 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. <\/span><\/span><\/span><\/p>\n<p><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3 r-1adg3ll r-1g7jtus r-1x3r274\"><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3\"><span class=\"css-1jxf684 r-bcqeeo r-1ttztb7 r-qvutc0 r-poiln3 r-1x3r274\">As market realities force tough choices, the graveyard of \u201cTesla Killers\u201d grows longer, another reminder that innovation alone is rarely enough to topple an established leader.<\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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.<\/p>\n","protected":false},"author":35827,"featured_media":274562,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,4490],"tags":[4693,571,1957,153],"class_list":["post-301522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-tesla","tag-afeela","tag-featured","tag-sony-honda-mobility","tag-tesla"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tesla &#039;Killer&#039; heads to the graveyard as AFEELA taps out<\/title>\n<meta name=\"description\" content=\"There have been many Tesla &quot;Killers&quot; over the years, all of which have either failed to dethrone the automaker from its dominance in the United States, or even make it to the market altogether.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.teslarati.com\/tesla-killer-heads-graveyard-afeela-taps-out\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tesla &#039;Killer&#039; 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