Sony Honda Mobility Corp. (SHM) announced the first model to be sold under the AFEELA brand, the AFEELA 1, at CES® 2025. AFEELA 1 will be produced at a state-of-the-art factory in Ohio, USA, and is scheduled for official launch in California in 2025 with deliveries to begin in mid-2026(＊1). Available in two trims with different equipment and color settings, pricing starts at US$89,900, including a three-year free subscription to certain features and equipment. Online reservations will begin today with a fully refundable deposit of US$200.
SHM aims to revolutionize the mobility experience by redefining the relationship between people and mobility. The first model, AFEELA1, pursues an interactive relationship between people and cars by making mobility intelligent through the fusion of advanced software and high-performance hardware. As a new mobility that is closer to people, AFEELA1 will continue to evolve through co-creation with creators and software updates.
AFEELA 1 is equipped with an advanced driver assistance system (ADAS) that reduces the burden on the driver and provides a safe and secure travel experience, as well as a conversational personal agent that enables communication with mobility. Inside the vehicle, a unique sound system and displays that allow the driver to enjoy a wide variety of apps and entertainment content are optimally positioned for each seat. The car’s dynamic performance is designed to create a sense of unity with the driver, achieving light and stable maneuverability and providing a high-quality ride for all passengers. The exterior and interior are designed to be harmonious and universal down to the smallest detail, and the interior is made of high-quality functional materials that use plant-derived and recycled materials as part of their raw materials. In addition, AFEELA 1’s functions can be improved and expanded through OTA (over the air) (*2).
- AFEELA Intelligent Drive , an ADAS that reduces the driver’s burden and provides a safe and secure travel experience, is SHM’s proprietary ADAS, AFEELA Intelligent Drive, which utilizes data collected by sensing the surroundings using 40 sensors (cameras, LiDAR, radar, ultrasonic sensors) installed in AFEELA 1, and an electronic control unit (ECU) with a computing power of up to 800 TOPS, to provide advanced driving assistance using AI technology in each process of perception, prediction, and planning. It reduces the driver’s driving burden on the end-to-end route from the departure point to parking at the destination. In addition, the surrounding environment and driving situation, which are constantly monitored by AFEELA 1, are displayed on the display as ADAS views and maps visualized by Unreal Engine (*3), providing the driver with a safe and secure travel experience.
- Conversational Personal Agent ” AFEELA Personal Agent ”
In the cabin of the AFEELA 1, the driver can not only control various in-car functions by voice through natural dialogue with the AFEELA Personal Agent, but can also enjoy conversations with the agent and receive suggestions for action plans. Active communication from an agent personalized to the driver brings comfort and entertainment to travel time and the interior space. - The interior of the AFEELA 1 is designed with the concept of “Mobility as a Creative Entertainment Space.” With a unique sound system and display optimized for each seat, passengers can enjoy a wide variety of apps and content provided by entertainment partners
. The car offers a high-quality audio experience with an immersive sound field that utilizes optimally positioned speakers and Sony’s 360 Spatial Sound Technologies, as well as overwhelming quietness achieved by combining Sony Honda Mobility’s unique noise canceling technology and expertise. SHM is also working with external creators and developers to create entertainment unique to mobility, utilizing driving and vehicle data. - Dynamics performance that pursues a sense of unity between people and their mobility
We have pursued a sense of unity between people and their mobility down to the last detail, and have achieved the refined dynamics performance that only the AFEELA 1 can offer, such as light and stable maneuverability that allows the car to move exactly as the driver intends. The 3D motion management system applies attitude control based on robotics research to provide integrated control of the motor, brakes, and suspension, providing optimal ride comfort and light handling in a variety of road environments, and is equipped with sound insulation and vibration control performance that allows you to concentrate on in-car entertainment, providing a high-quality experience for all passengers. - Design that pursues universality in harmony down to the finest details
The design prioritizes passenger comfort and is based on the concept of an “oval” that envelops the cabin, and pursues universality in harmony down to the finest details of the interior and exterior. The interior is characterized by a refined space that pursues the ultimate in mobility, while the exterior features smooth, hard, and taut surfaces that thoroughly eliminate decorative lines and exaggerated surface accents. In addition, the interior uses high-quality functional materials that use plant-derived and recycled materials as raw materials in parts that passengers touch (approximately 70% of the interior surface area (*4) is used). Recycled materials are also used in the body steel sheets and in parts of the chassis, which was previously difficult to do.
Trim, price, charging, etc.
AFEELA 1 is available in two trims, “AFEELA 1 Origin” and “AFEELA 1 Signature”. Both trims are available with AFEELA Intelligent Drive, AFEELA Personal Agent, carefully selected entertainment content, various theme sets that can digitally customize the vehicle, and 5G data communication with a three-year free subscription. Pricing is from US$89,900 for AFEELA 1 Origin, and US$102,900 for AFEELA 1 Signature equipped with 21-inch wheels, rear entertainment system and C-CMS (Center Camera Monitoring System). Three exterior colors are available: “Tidal Gray”, “Calm White” and “Core Black”. AFEELA 1 Signature can be freely combined with three exterior colors and “Black” and “Gray” interior colors. Charging is available via Tesla’s Supercharger network. The target range is currently being developed to be up to 300 miles (*5). In addition, we will provide high-quality support services so that customers can use the vehicle for a long time with peace of mind even after purchase.
Delivery of the AFEELA 1 to the Japanese market is scheduled to begin in 2026, and details will be announced at a later date.
As a Mobility Tech Company that connects diverse knowledge and pursues cutting-edge technology, SHM will realize innovation in mobility based on the concept of the “3A’s” (Autonomy: evolving autonomy, Augmentation: expansion of the body, time and space, Affinity: cooperation with people and symbiosis with society).
*1 AFEELA 1 Signature deliveries will begin in mid-2026, and AFEELA 1 Origin deliveries will begin after that.
*2 OTA refers to the ability to continuously update software via the cloud.
*3 Epic Games gaming engine.
*4 Interior surface area refers to the surface area of the skin on the seats, doors, dashboard, glove box, roof, pillars, and peace mats.
*5 EPA estimated range for AFEELA 1 Origin (North American model) is approximately 300 miles. Range and battery performance may vary based on temperature, driving habits, charging conditions, and battery health. Actual results may vary.
The AFEELA 1 in this press release is a US-spec vehicle, and the images and illustrations shown show the AFEELA 1 Signature. The product specifications and service contents described in this press release are as of the announcement date. Please note that they may be changed without notice.
Dimensions & Capacity
- Length……193.5 in
- Width……74.8 in
- Height……57.5 in
- Fr O/H (distance from front wheels to front end)……34.8 in
- Rr O/H (distance from rear wheels to rear end)……40.6 in
- W/B (distance between front and rear wheel centers)……118.1 in
- Minimum Ground Clearance……5.4 in
- Seating……5 Adults
- Rear Cargo Volume (Seat up)……27.0 cu.ft.
Common Features
- AFEELA Intelligent Drive（Level 2+ ADAS)
- AFEELA Personal Agent
- Media Bar (External Information Display)
- Panoramic Screen
- Immersive 3D Map
- Immersive Entertainment Selection
- Customizable Theme
- Automatic Power Door
- 40 Sensors
- 800TOPS Computing Power
- Active Noise Canceling System
- Spatial Sound System
- Digital Key and Mobile App
- Active Rear Spoiler
- Side CMS (Camera Monitoring System)
- Sustainable Interior Fabric
- 5G Connectivity
- Direct & Synchronized Drivability (Motion Management System)
- Yoke Steering
- Compatible with Tesla Supercharging Network
Tech Details
- Drivertrain……AWD
- Front Motor Output……180 kW
- Rear Motor Output……180 kW
- EPA Estimated Range……Up to 300 miles3
- Type of Rechargeable Battery……Lithium-Ion
- Battery Capacity……91 kWh
- Charging Type……NACS Superchager
- DC Charging……150 kW
- AC Charging……11 kW
Suspension
- Front Suspension……Double Wishbone
- Rear Suspension……Multi Link
Performance & Powertrain
- Motors: Dual 180 kW electric motors (one per axle), delivering a combined output of approximately 483 hp .
- Battery: 91 kWh lithium-ion pack.
- Range: Estimated up to 300 miles (EPA) .
- Charging: Supports 150 kW DC fast charging via the North American Charging Standard (NACS) .
Tire Size Options
- AFEELA 1 Origin
Front : 225/55R19
Rear : 245/50R19 - AFEELA 1 Signature
Front : 245/40R21
Rear : 275/35R21
Technology & Features
- Autonomous Driving: Equipped with Level 3 autonomous capabilities under certain conditions, utilizing 40 sensors including cameras, radar, and LiDAR .
- Infotainment: Features a panoramic dashboard screen, Sony’s 360 Spatial Sound system, and integration with Epic Games’ Unreal Engine for immersive experiences .
- AI Assistant: Includes an AI-driven personal assistant for navigation, entertainment, and vehicle controls .
- Connectivity: Offers a “Media Bar” on the front bumper to display information and messages .
Interior & Comfort
- Design Philosophy: Marketed as a “Mobility as a Creative Entertainment Space,” emphasizing comfort and entertainment .
- Noise Cancellation: Utilizes Sony’s active noise-canceling technology for a quiet cabin environment .
- Entertainment: Rear-seat entertainment systems available in higher trims.
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Entertainment Integration: Sony’s entertainment expertise is evident in the AFEELA 1, with potential integrations of PlayStation and other Sony media services, aiming to transform the vehicle into a comprehensive entertainment hub .
Pricing
Trims:
- Origin: Starting at $89,900.
- Signature: Priced at $102,900, includes 21-inch wheels and enhanced entertainment features .
- Reservations: Open with a refundable $200 deposit, currently available to California residents .
Availability
Deliveries:
- Production: Set to begin in Ohio in late 2025.
- Signature Trim: Mid-2026.
- Origin Trim: Expected in 2027
For more information about AFEELA 1, please visit the website ( www.shm-afeela.com )