Important update: Sony Honda Mobility’s AFEELA 1 presentation took place on January 7, 2025, and is now an archived event. The company later discontinued development and launch of AFEELA 1 on March 25, 2026, so the car is not an active 2026 buying or reservation opportunity.
The replay remains useful for understanding what Sony Honda Mobility planned for its first production EV, including its pricing, software, entertainment features, driver assistance, and customer-support network.
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Watch the archived CES 2025 AFEELA presentation
Sony Honda Mobility held its dedicated AFEELA press conference on January 7, 2025, from 4:30 to 5:00 p.m. Pacific Time, at its AFEELA booth at CES. The official event report directed viewers to the AFEELA YouTube channel.
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1Scan for outdated or missing drivers - takes under a minute2Repair Windows errors before they cause bigger problems3Fix the driver behind crashes, sound loss and screen glitchesYou can also watch the company’s official CES 2025 highlight video. It is a replay or event record, not a live broadcast.
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- Realistic Replica: This 1:36 scale die-cast metal model car is a detailed miniature replica of the iconic McLaren 720s supercar.
- Opening Doors: The model features opening doors that allow you to admire the intricate interior detailing.
- Pull-Back Action: Engaging the pull-back mechanism enables this toy car to zip across smooth surfaces.
- Vibrant Color: Showcasing a rich white hue, this miniature captures the sleek and stylish design of the full-size McLaren.
- Compact Size: Measuring approximately 5 inches in length, this model is perfectly sized for display or playtime.
This appearance was separate from Sony Group’s CES press conference on January 6, 2025, where Sony Honda Mobility announced reservation details. The January 7 presentation focused specifically on AFEELA 1, its technology, ownership experience, and planned retail and repair infrastructure.
What was AFEELA 1?
AFEELA 1 was intended to be the first production vehicle from Sony Honda Mobility, the joint venture created by Sony Group and Honda Motor in 2022. The vehicle was to combine Honda’s automotive and manufacturing expertise with Sony’s strengths in sensors, entertainment, software, connectivity, and user experience.
AFEELA was the vehicle brand, AFEELA 1 was the model, and Sony Honda Mobility—often abbreviated SHM—was the company developing it. It was not accurately described as simply a “Sony car” or a “Honda car.”
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A software-focused connected EV
SHM positioned AFEELA 1 as a software-defined electric vehicle whose experience would be shaped by connectivity, digital services, over-the-air updates, and an integrated interface. The presentation emphasized the idea of treating the cabin as a connected entertainment and communications space rather than only a place to operate the vehicle.
Entertainment and sound
The planned cabin included Sony-derived sound and entertainment capabilities. SHM presented the car as a platform for media and digital experiences, although demonstrations and announced features should not be confused with independently verified production capability.
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- 1:24 sports race car model. Suitable for kids and adults, as collections and toys.
- Two doors, the front trunk and rear hood can be opened. The tail wing can be raised and lowered. Full window glass.
- Front wheels with steering function, rear wheels with pull back function, fours wheels with shock absorption function.
- Three switch modes at the bottom of the car. Power off mode, light mode, and sound & light mode.
- Pressing the front wheel or steering wheel triggers the sound and light effect under sound & light mode.
AFEELA Personal Agent
The AFEELA Personal Agent was presented as a voice-based assistant intended to help occupants interact with vehicle functions and services. As with other software features shown at CES, final functionality, availability, and update requirements were not established through customer deliveries because the vehicle never launched.
Advanced driver assistance
SHM planned a Level 2+ driver-assistance system. “Level 2+” does not mean autonomous or driverless operation: an attentive human driver remains responsible for the vehicle, subject to applicable laws, system limits, and driver-monitoring requirements. Marketing terminology does not change those obligations.
Cabin displays and digital interaction
The presentation highlighted digital displays and a technology-rich cabin intended to integrate navigation, media, communications, and vehicle controls. These were features of the planned vehicle, not verified specifications of a production model.
Delivery, repair, and customer support
SHM announced plans for AFEELA Studio & Delivery Hubs in Torrance and Fremont, California. It also announced a partnership with Crash Champions for authorized repair and maintenance services. The plan was designed to support a direct, brand-specific ownership experience in the initial California market.
CES 2025 price, trims, and reservations
The following figures were announced during the CES 2025 launch period. They are historical plans, not current MSRP or an active ordering opportunity.
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- 1:24 sports race car model. Suitable for kids and adults, as collections and toys.
- Two doors, the front trunk and rear hood can be opened. The tail wing can be raised and lowered. Full window glass.
- Front wheels with steering function, rear wheels with pull back function, fours wheels with shock absorption function.
- Three switch modes at the bottom of the car. Power off mode, light mode, and sound & light mode.
- Pressing the front wheel or steering wheel triggers the sound and light effect under sound & light mode.
| Item | CES 2025 announcement |
|---|---|
| AFEELA 1 Origin | $89,900 |
| AFEELA 1 Signature | $109,900 |
| Reservation fee | $200 |
| Refundability | Fully refundable, according to the announcement |
| Initial market | California, U.S. |
| Planned deliveries | Signature in mid-2026; Origin the following year |
SHM announced the reservation program for California customers. A reservation was not the same as a binding vehicle order, purchase contract, financing approval, or guaranteed delivery.
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For contemporaneous pricing, trim, reservation, and service details, see Engadget’s CES 2025 event coverage and SHM’s official reservation announcement.
Planned services and published specifications
The CES-era plan included three years of selected services, including the planned Level 2+ driver-assistance features, AFEELA Personal Agent, and entertainment-related services. SHM did not establish a final ownership subscription structure or final service availability through a customer launch.
SHM’s product page later listed an estimated range of up to 300 miles and 40 sensors, along with a starting price of $89,900. These were company-published estimates or specifications for the planned vehicle, not independently verified ownership figures. The vehicle was canceled before production deliveries.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What happened to AFEELA 1?
On March 25, 2026, Sony Honda Mobility announced that it would discontinue development and launch of both AFEELA 1 and its second AFEELA vehicle. The announcement followed Honda’s reassessment of its electrification strategy and changes to the technologies and assets originally expected from Honda.
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- AUTHENTIC REPLICA: Officially licensed 1:38 scale die-cast Lamborghini Aventador LP700-4 model with precise exterior detailing and matte black finish
- INTERACTIVE FEATURES: Functioning doors that open and close, allowing detailed viewing of the interior cabin design
- PLAY VALUE: Pull-back motor action provides engaging play experience - simply pull back and watch it zoom forward
- DISPLAY QUALITY: Meticulously crafted with attention to detail, from the signature Aventador body lines to the distinctive wheel design
- SPECIFICATIONS: Compact 5-inch size perfect for collecting and display, constructed with durable die-cast metal and plastic components
SHM also said that California reservation holders would receive full refunds. This means the project was discontinued, rather than merely delayed beyond its originally planned delivery schedule.
On April 21, 2026, Sony, Honda, and SHM announced plans to scale down SHM’s operations and review its structure. Employees were expected, in principle, to be reassigned to parent companies or related entities. The companies said they would continue discussing possible collaboration involving software and future mobility experiences.
See Sony’s March 25 announcement and April 21 announcement for the current status.
How to interpret the CES presentation today
- It was a genuine production-EV announcement: SHM presented pricing, trims, reservations, services, and delivery plans.
- It was not a completed market launch: proposed features and specifications were not validated through customer ownership.
- The $89,900 and $109,900 figures are historical: they should not be treated as current prices.
- The 300-mile range was an estimate: it was not an independently tested real-world result.
- The vehicle was not autonomous: the planned Level 2+ system would still require an attentive driver.
- California was the announced initial market: SHM did not establish nationwide or international availability before cancellation.
SHM’s website may still contain older product or shopping language, but its March 2026 discontinuation announcement is the controlling information for AFEELA 1’s current status.
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