Has Afeela Already Lost the Plot?

So, nobody’s driven the new Afeela​ 1​ midsize electric sedan, so we don’t know what the driving dynamics or build quality (among other things) are like. But Sony-Honda Mobility has shown the production version of their first product at CES, along with pricing and details on the underlying technologies – ​and it’s leaving me (and others) asking, “Is that all there is?”

WHAT IS IT?​

The Afeela​ 1​ (clever naming strategy, right?) is a midsize, all-wheel-drive, Ohio-built​ electric sedan that will go on sale initially in California later this year with deliveries beginning in spring 2026. The base Origin is $89,900, while the premium Signature starts at $102,900. Key highlights include:

• Afeela​ Intelligent Drive, using 40 sensors (including lidar) and AI technology claims to offer end-to-end capability.

• “Mobility as a Creative Entertainment Space” supported by screens at each seat, noise-canceling technology, “optimally placed speakers”,​ and an onboard “personal agent”

• “3D Motion Management System” includes “innovative posture control technology through robotics development, integrates control of the motor, brakes, and suspension”

• Aero-focused exterior design and extensive use of plant-based and recycled materials inside

• Twin-motor 489hp all-wheel-drive configuration with “up to 300 miles” of range

• 91kWh​ battery with 150kW of NACS-compatible DC fast-charge speed (or 11kW AC charging)

IS IT COMPETITIVE?

The Afeela​ 1​ seems like a nice, pleasant, attractive vehicle. But does it do anything to stand out from the crowd? At this point, it seems unlikely. To begin with, the ADAS sounds reasonably sophisticated – ​but without referencing hands-free or eyes-free capability, it’s hard to compare to what’s on the market now. Is it Level 3 (as BMW and Mercedes offer at similar price points)? Who knows?

Sony’s contribution is likely all the entertainment technology inside – ​but other automakers offer individual screens, and (one assumes) they also try to place speakers in just the right location. Noise-canceling technology is nice, too, but Buick and Hyundai, among others, also offer this technology (in notably lower-priced vehicles). The personal agent sounds no different from Alexa, Google, SoundHound, or the newer ChatGPT-enabled services available in many other vehicles.

The 3D Motion Management System sounds intriguing if somewhat vaguely defined. Is it an active suspension as sophisticated as Nio’s ET9? The videos on the website show the car driving around the track at high speed, without any explanation of how this differs from any other vehicle.

Outside, we see a conventionally proportioned, generic four-door sedan with nicely sized wheels and an absence of door handles. Are there any cues that tell us how to spot other Afeela models? Unique graphics or body surfacing? Innovative lighting? No. The interior, in apparently either light gray or an extremely uniform dark gray, doesn’t seem to showcase any clever use of innovative or upscale materials. The steering yoke may signal steer-by-wire capability; those who have tried it in the Tesla Model X and S did not seem impressed from an ergonomics standpoint, but that remains unknown. And while some automakers like BMW are looking to reduce the dependence on screens, Afeela gives us a full-width setup.

Finally, let’s look under the hood, as it were. The power level (489hp) seems a bit underwhelming, compared to the 670hp Tesla Model S at $80K, or the 620hp Lucid Air Touring for the same price, and the quick-charge rate is likely the slowest you’ll find at that price point, where most automakers have adapted more sophisticated 800V technology. And a targeted 300-mile electric range might have been leading-edge five years ago, but not for 2026 (especially when Tesla and Lucid are well above that today).

WHY IT MATTERS

If you are launching a new brand into a market where several legacy players are already active, you need to figure out a way to make some noise. Sony and Honda have not disclosed how much they each have invested in this joint venture, but they have indicated that an IPO might be one route to raise funds. Right now, this particular product doesn’t seem to be innovative or exciting enough to attract investors—and, what’s worse, a more interesting product is right around the corner… from Honda.

That’s right: the Honda 0 Series Saloon prototype (see photo below) was also unveiled at CES, expected to launch in 2026 (e.g., shortly after the Afeela 1). It features a dramatic look, a “thin, light, and wise” architecture, Level 3 driver assist technology, and a target of 15-80% charge in 15 minutes (which is a lot quicker than you’ll get from the Afeela’s 150kW charger). And, with a Honda (rather than an Acura) badge up front, I’d be surprised if the Saloon wasn’t significantly cheaper than the Afeela 1, which once again calls the Afeela’s competitiveness and value proposition into question.

Honda's 0 Series Saloon prototype, unveiled at CES.

Is Afeela holding a few aces up its sleeve? For their sake, let’s hope so.