Sony and Honda Launch New EV Model Ahead of CES

LAS VEGAS, Jan 08 - In a significant development just before the opening of CES, the world's largest technology expo, Sony Group and Honda have introduced their first mass-produced electric vehicle (EV) model under the brand name ‘AFEELA’.

The car, named ‘AFEELA 1,’ was showcased prior to the start of CES in the United States. This vehicle comes equipped with an impressive array of 40 cameras and sensors, some of which are situated on the upper part of the windshield. These features enable advanced driver assistance by continuously observing the vehicle’s environment.

Inside the cabin of the AFEELA 1, there is a large display panel that allows passengers to enjoy various content created by Sony. Additionally, the vehicle includes an AI agent designed to offer personalized suggestions, enhancing the overall user experience.

Yasuhide Mizuno, CEO of Sony Honda Mobility, remarked on the innovation, stating, "Unlike conventional cars, which people only use, ride, and drive, this vehicle can now act independently, gradually becoming more intelligent." This statement highlights the transformative nature of the AFEELA 1 in the automotive industry.

The AFEELA 1 has been priced at $89,900, which is around 14 million yen. Pre-orders for this vehicle have begun in the United States, with initial sales focused on California, recognized as the country’s largest EV market. Deliveries of the AFEELA 1 are expected to commence in mid-2025, and there are plans to expand sales to Japan by the end of next year.

In addition to the EV announcement, Sony demonstrated its latest imaging technology at the event. A reporter highlighted this innovation by showing footage of a car moving against a dynamic background, capturing the visuals remarkably realistic.

The technology utilized involves projecting images onto a set background and merging them with the moving subject, employing a technique called "virtual production." Sony claims that its advanced system can replicate movements of vehicles, like shaking, through a specialized platform and can also program the positioning and motion of the camera. This innovation is anticipated to lower production costs in the realms of film and television while expanding the range of visual creativity.

sony, honda, ev