Sony Honda Launches Afeela EV Brand At CES 2023
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Sony Honda Mobility, a joint venture between Japanese-based companies Sony and Honda, has just unveiled a new prototype of an all-electric sedan at the 2023 Consumer Electronics Show (CES). This concept provides a glimpse of the first production-ready model of an all-new EV brand, Afeela.
As far as exterior styling goes, this prototype features a low profile with a sweeping roofline, as well as aerodynamic wheels. On the inside, simplicity is key, with a simple steering yoke and a coast-to-coast panel housing the driver instrument cluster, the infotainment screen and the rearview camera displays.
This EV concept features 45 cameras inside and out, with a large capacity for computing power. Digitally, this prototype features a bevy of next-generation software, including Qualcomm Technologies’ Snapdragon Digital Chassis for Advanced Driver Assistance Systems (ADAS) and telematics solutions. Level 3 automated driving will be offered for specific circumstances, while Level 2 driver assistance will be more readily available in most situations.
Although Sony Honda Mobility has yet to release a name for the production version of this sleek prototype, the joint venture plans to start taking orders in 2025, with delivers expected to begin in North America as soon as calendar year 2026.
As of this writing, GM does not have a direct competitor to a future Afeela all-electric sedan. However, General Motors is currently working on a Chevy D-segment sedan for the Chinese market. GM President Mark Reuss also said that if the desirability and demand for the upcoming EV sedan is present, then The General may consider bringing the electric vehicle to American shores, likely as a Chevy Malibu successor.
As a reminder, Honda is also working with General Motors in the EV marketplace, and is set to release the Ultium-based Honda Prologue and Acura ZDX soon. In addition, Honda and GM are working on developing an entire lineup of affordable electric vehicles.
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Not a bad looking sedan from what I can see. Looks a little like the Lucid Aire. I saw one of those drive past me the other day in a nice dark maroon with a silver top. Very classy.
Come on GM. Give Buick and Cadillac and Chevrolet a really nice sedan EV and keep some ICE sedans too.
I’m not Afeela’n this at all.
It’s ugly and tech loaded, it will probably sell.
On the ugly:
I agree. It looks like a sedan, old fashioned.
Why? Because SUV’s look so great? Come on, give me a break. At least this doesn’t look like one more box clogging our roads today.
This EV will use the GM Ultium battery and motors, so GM makes money on each unit sold.
This is not an Ultium product. This is Sony’s batteries, Qualcomm’s software / hardware, and Honda’s production as the other two companies don’t have the ability to do so without a massive production overhaul.
Remember the old horror movies and Twilight Zone showing faces without faces? Here were are with cars. I never trust a vehicle that does not smile back. Or at least has a grin or a cynical smirk.
“Afeela’? What a weird name, they could have called it Sonda or Hony. I bet its a solid EV sedan though, given the general excellence in their fields that Honda and Sony brings. Not a fan of its generic tame design, its overall ownership experience will be its strong point.
Call it the Sony No Baloney.
Its a very generic design, they should call it “CAR”
That is uuuuuuuum quite hideous
I kinda love it! Honda stopped growing over the last decade, lost Japanese share, so a new brand may help them reg as in momentum. This JV with Sony must be why Honda is partnering with GM Ultium in N America.
That D Segment Chevrolet for China would probably be perfect for the US. Midsized sedans have grown so big that little separated Malibu & Impala so that next gen Impala would be perfect for the US. Federalize it and stop building so many unneeded models
Looks like a modern Citation, the first Chevy of the ’80s, a new Chevy kind of car!
2002tii: I’d take that! I always liked (but never owned) the Citation. But I liked the 4dr Pontiac Phoenix and Old Omega and Buick Skylark better. Family friends of ours had the tan over red 1981 or 1982 Citation and they loved it.
We had a white 1981 Iron Duke 4-door Citation. Compared to the 1973 Kingswood Estate wagon it replaced, it handled like a sports car with twice the MPG!