Will Sony & Honda Finally Reveal the AFEELA 1 at This Year’s Show?

Written By Electric Vegan

When I first saw the AFEELA prototype back at the Japan Mobility Show 2023, it looked like something out of a sci-fi movie — a sleek silver sedan with over forty sensors, a glowing light bar across the front, and a massive infotainment display stretching across the dashboard. It was futuristic but unfinished, more of a statement of intent than a production car. Two years later, the question still hangs in the air: will Sony and Honda finally bring the production-ready AFEELA 1 to a Japanese audience?

AFEELA 1 by Sony/Honda

AFEELA so far: Sony + Honda’s bold EV gamble

Sony Honda Mobility Inc. (SHM) was founded in 2022 as a joint venture between tech powerhouse Sony Group Corporation and automaker Honda Motor Co., Ltd. Their shared goal: to merge Sony’s expertise in sensors, gaming, and entertainment with Honda’s decades of vehicle engineering and safety know-how.

The result is the AFEELA 1, first unveiled in prototype form at CES 2023, then re-introduced at CES 2025 with final specs and an eye-opening starting price of US $89,900. Deliveries are currently scheduled for mid-2026 in the U.S., with pre-orders already open online.

Yet, even before a single car has been delivered, SHM has reported operating losses of ¥52 billion (≈ US $362 million) for the fiscal year ending March 2025 — more than double the previous year’s loss. That underscores both the cost and the risk of launching a brand-new EV line in an already crowded luxury market.

My video: A look back at AFEELA at JMS 2023

Afeela 1

This is the exact prototype I filmed at Tokyo Big Sight in 2023. Watching it glide silently onto the stage felt like witnessing a preview of Japan’s tech future.

AFEELA 1

What was announced at CES 2025

At CES 2025, Sony Honda Mobility revealed several key details about the AFEELA 1:

  • Launch plan: Sales will begin in the U.S. (California) in 2025, with customer deliveries scheduled for mid-2026.

  • Pricing: Base “Origin” trim from US $89,900, premium “Signature” trim from US $102,900.

  • Reservations: U.S. customers can reserve online with a refundable deposit of $200.

  • Production: Manufacturing will take place in Ohio, U.S.

  • Technology: The car features over 40 sensors, plant-derived and recycled interior materials, and a heavy emphasis on software and connectivity.

  • Charging: SHM confirmed compatibility with Tesla’s Supercharger network in the U.S.

These details confirm that SHM is positioning the AFEELA 1 as a high-end, technology-driven luxury EV, rather than a mass-market vehicle.

AFEELA 1 Interior

Pricing and market context

The U.S. starting price of US $89,900 converts to roughly ¥13.9 million at an exchange rate of ¥155 per dollar. Accounting for import adaptation, right-hand-drive conversion, and Japanese consumption tax, the theoretical Japanese retail price would likely be closer to ¥16 million for the base model and around ¥18.4 million for the higher trim.

This places the AFEELA 1 squarely among Japan’s top-tier luxury EVs:

  • Tesla Model S (Japan): ~¥13.3 million

  • Mercedes-Benz EQS (Japan): ~¥15.35 million

  • Estimated AFEELA 1 (Japan): ¥16–18.4 million

If priced within this range, the AFEELA 1 would compete directly with established premium EVs rather than undercut them. For Japanese consumers, that means it will be compared to brands with existing service networks and recognition, not seen as a mainstream newcomer.

What we know about JMS 2025 so far

The Japan Mobility Show 2025 runs October 30 – November 9 at Tokyo Big Sight, with press days starting on the 29th. Honda has already confirmed it will unveil four world-premiere models, including a new Honda 0 Series prototype and a small EV concept. However, the official press materials make no direct mention of SHM or AFEELA.

That said, SHM’s continued media activity — including updates on its autonomous-driving systems and cloud connectivity — suggests the brand is preparing for another public appearance. Since SHM is headquartered in Tokyo, it’s hard to imagine Japan’s largest mobility show taking place without some kind of AFEELA presence, even if it’s not a formal “world premiere.”

Why Japan still isn’t the priority

What’s interesting is that although both Honda and Sony are Japanese, their new EV brand is not prioritising Japan for its launch. SHM’s own roadmap shows that the AFEELA 1 will debut in the U.S. first, with marketing starting in California in 2025 and deliveries not expected until mid-2026. Japan will follow at a later date.

This cautious rollout reflects Japan’s slower adoption of fully electric vehicles (BEVs) compared to other major markets. While Japanese manufacturers dominate the hybrid segment, BEVs remain a small fraction of domestic sales. Consumer preference, limited fast-charging infrastructure, and strong hybrid incentives all contribute to this sluggishness.

So, even though the AFEELA 1 represents Japanese engineering and design collaboration, its first real-world customers will likely be American tech enthusiasts long before Japanese buyers get the chance.

My conclusion

Even without a confirmed spot, I’d bet on some kind of AFEELA update appearing at JMS 2025 — whether that’s a refreshed prototype, new interface demo, or an announcement about Japanese pre-orders. SHM knows this show is its home turf, and skipping it entirely would feel like a missed opportunity.

Whatever happens, I’ll be there to cover it — camera ready, eyes on the future.

Event Details

Official Sources

Electric Vegan
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