Honda’s EV Pivot Just Wiped Out The Entire Sony Afeela Brand

The dream of a Sony-branded electric car has officially run out of road, ending a project that once promised to blend consumer tech with automotive engineering. Sony Honda Mobility has confirmed it is pulling the plug on the development and launch of its entire EV lineup, including the Afeela 1 sedan set to arrive later this year, along with a follow-up SUV previously penciled in for 2028.

The decision effectively collapses the joint venture formed in 2022, which aimed to combine Sony’s software and entertainment ecosystem with Honda’s manufacturing backbone. What once looked like a credible attempt to rethink the in-car experience has instead unraveled before a single production model reached customers.

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The project’s demise traces directly back to Honda’s sweeping strategy reset announced earlier this month. The automaker pulled the plug on several key EV programs, including the Honda 0 Saloon, the 0 SUV, and the Acura RSX crossover, all of which had been planned for North America.

As Honda pivots away from its previous electrification targets to stem a projected 2.5 trillion yen ($15.7 billion) loss, it has withdrawn the technical assets and dedicated platforms that Afeela was supposed to use. Without the automaker’s hardware support, the joint venture admitted it does not have a viable path forward to bring the models to market as originally planned.

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The news comes shortly after Sony Honda Mobility of America announced the grand opening of the Afeela Studio and Delivery Hub in Torrance, California, on March 16. Instead of taking delivery of the Afeela 1, those who placed reservations for the electric sedan will receive full refunds.

Is It Game Over For Sony?

Sony’s push into the automotive space began with the Vision-S 01 and Vision-S 02 prototypes, unveiled at CES in 2020 and 2022, with the intention of evolving into production models. In 2022, Sony partnered with Honda to form the joint venture that would bring that ambition closer to reality.

The Afeela brand name was introduced at CES 2023 alongside an early prototype. By CES 2025, the production version of the electric sedan debuted as the Afeela 1, with reservations opening via a refundable $200 deposit and a target price of $89,900.

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The last chapter was written at CES 2026 with the unveiling of the Afeela Prototype 2026, which was intended to evolve into a production SUV by 2028. In March 2026, the company also revealed two art cars based on the Afeela 1 in collaboration with Matt Copson and Hajime Sorayama, though by then the project was already on borrowed time.

In its announcement, the company stated that Sony Honda Mobility will continue discussions with Sony and Honda regarding its future business plans. Whether it can repurpose its technology and resources, or whether this venture will stand as a costly experiment, remains unclear.