Sony Honda Mobility canceled development and launch of its planned AFEELA 1 and second model after Honda reassessed its electrification strategy and EV-market conditions changed. Separately, Honda canceled three planned North American EVs: the Honda 0 SUV, Honda 0 Saloon, and Acura RSX. As of the companies’ April 21, 2026 announcement, Sony Honda Mobility was reviewing its structure and scaling down operations, but had not announced that it was dissolved or settled what products it might pursue next.
What Honda and Sony canceled
The announcements concern two different programs, with different decision-makers. Sony Honda Mobility (SHM), the joint venture established in September 2022, discontinued its planned AFEELA vehicles. Honda separately canceled three EVs intended for North American production.
| Program | Decision-maker | Vehicles affected | Announcement |
|---|---|---|---|
| AFEELA | Sony Honda Mobility, a Sony-Honda joint venture | AFEELA 1 and a second planned model | March 25, 2026 |
| Honda’s North American EV plans | Honda | Honda 0 SUV, Honda 0 Saloon, and Acura RSX | March 12, 2026 |
SHM said Honda’s March 12 strategy reassessment and changes in the EV market fundamentally changed the assumptions about Honda technologies and assets that the venture had expected to use. The March 25 joint statement said SHM would discontinue development and launch of both AFEELA models and review its business direction. Honda and Sony’s March 25 announcement distinguishes the joint venture’s decision from Honda’s own lineup cancellations.
Honda’s three canceled vehicles were not AFEELA models, and their cancellation was not announced by SHM. Honda described those decisions in its own March 12, 2026 strategy announcement.
#1 Best Overall
- 2024 Honda Civic Type R - 5472D Kinsmart Model Vehicle
- 1/36 Scale Collectible Model Compact Sports Car
- This is a 5"L x 2"W x 1.5"H Diecast Metal model with some plastic parts
- Openable Doors And Pull Back Action
- 1 car, no box
Why Honda reassessed its EV strategy
Honda’s explanation points to a mix of market, policy, competitive, and financial pressures. These are the company’s stated reasons, not an independent finding that any single factor caused the cancellations.
EV growth, regulation, and hybrid demand
In May 2025, Honda said EV-market expansion was slowing and that changes in environmental regulations and trade policy had increased uncertainty. The company said its expected global EV sales ratio for 2030 had fallen below its earlier 30% target. It also pointed to strong hybrid demand and said next-generation hybrids would be a key powertrain during the transition toward broader EV adoption. Honda’s May 2025 business briefing summary framed EVs as a long-term direction while describing a more flexible investment pace.
Rank #2
- [Product Specification] Dimension: L6.0" x W2.4" x H1.6"; Weight: 340g; Color: cement gray.
- [Material] Die-cast model car, mainly made of zinc alloy metal with plastic parts, rubber tires.
- [Function] 1. Pull back function; 2. Press the car or open front door to activate sound & light; 3.Front doors, hood, trunk can be opened.
- [Best gifts toys] This pull back car is detailed interior and outside, suitable for playing. Also great for decoration and collection. Christmas Gifts Ideas: Great toy car for boys men kids children son dad brother teens boy friend. Great stocking stuffers.
- [Gifts for Men] This diecast model car is a fine choice of gift for men, boyfriend, dad and husband, especially when they own a real Civic Type R in life.
Tariffs, regional competition, and value
In March 2026, Honda said changes in U.S. tariff policy were affecting its gasoline and hybrid businesses. It also cited weaker competitiveness in Asia after resources had been allocated to EV development, and slower EV-market growth in the United States amid changes to fossil-fuel regulations and EV incentives. In China, Honda described competition from manufacturers with shorter development cycles and strengths in software-defined vehicles and driver-assistance technology.
Honda said it had been unable to offer better value for money than newer EV competitors. In its words, “Honda was unable to deliver products that offer value for money better than that of newer EV manufacturers, resulting in a decline in competitiveness.” That is Honda’s assessment in its March 2026 announcement.
Rank #3
- High-quality car model: Package size: 9.41×4.96×3.46 in. package weight: 1.01 pounds. Made of zinc alloy, plastic and electronics. Safe material. Suitable for children as well as adults to play.
- Cool light and sound: There is a three-position switch on the bottom of the car. When in the middle gear, the front and rear lights are on continuously. When in the sound gear, pressing on the front of the car triggers sound and light effects, pressing the horn also makes a realistic horn sound.
- Exquisite design：It has detailed interior. The doors, hood and trunk can be opened. Mirrors can be folded. The wheels simulates shock absorption.
- Interesting pull back car: Put the car on the ground, press and hold the car body, then pull back, it will drive forward. Very funny.
- Awesome Gift: The car toy is perfect for birthdays, Christmas gifts, party and cake decorations. It can be a valuable reward gift for kids. It is also good for model car collectors.
Electrification continues, but at a more flexible pace
The cancellations do not amount to Honda declaring that it has abandoned electrification. The company has continued to describe EVs as an optimal long-term solution for passenger-vehicle carbon neutrality, while saying it will adjust investment according to profitability and market trends and strengthen hybrids in the nearer term. The change is in the pace and allocation of plans, not a stated end to Honda’s EV ambitions.
What happens to Sony Honda Mobility and AFEELA?
On April 21, 2026, Sony, Honda, and SHM said that, after reviewing the venture’s direction, they concluded it would be difficult under the existing framework to bring products and services aligned with SHM’s founding purpose to market in the short to medium term. They decided to review SHM’s current structure and scale down operations. Employees were expected in principle to be reassigned to the parent companies and related entities, taking individual preferences into account.
Rank #4
- Package Dimensions: 36.0 cms (L) x 20.4 cms (W) x 6.4 cms (H)
- Product Type: Toy Figure
- Package Quantity: 1
- Country Of Origin: Philippines
The announcement did not declare SHM dissolved. The companies said they would continue discussions on an optimal form of collaboration and aimed to create new user-experience value as software becomes increasingly important to advanced driver-assistance systems. They did not announce a replacement vehicle, product timetable, or finalized future structure. The latest stated status is therefore a structure review and operational scale-down, with the venture’s longer-term form unresolved. The April 21 announcement provides the companies’ latest stated direction.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What Honda’s loss estimates do—and don’t—mean
Honda’s March 2026 financial announcement included estimates related to its broader strategy reassessment, not a disclosed cost for the canceled AFEELA models. For the fiscal year ending March 31, 2026, Honda estimated operating expenses of 820 billion to 1.12 trillion yen and a share of losses of 110 billion to 150 billion yen from investments accounted for using the equity method. Honda also said total losses associated with the reassessment could reach 2.5 trillion yen, an uncertain estimate subject to change.
Best Value
- This plastic model requires assembly and painting. Adhesives, tools, paints, etc., sold separately
- 1/24 scale unpainted plastic assembly kit
- Size when assembled: total length 7.1 inches (180 mm), total width 3.2 inches (82 mm), total height 2.1 inches (
- faithfully reproduces the aerodynamic shape of the Honda Prelude XX
- Decals recreate front and rear emblems, headcover logos, speakers, and wheel center emblems
Those figures relate to Honda’s wider reassessment, including its own canceled models and investment decisions. They should not be attributed wholly to SHM or treated as the cost of AFEELA’s cancellation. See Honda’s financial and strategy announcement for the company’s qualifications.
What remains unknown for AFEELA customers
The April 2026 announcement did not settle whether SHM will retain a distinct corporate structure or eventually develop other products. The announcements covered here also do not establish whether every AFEELA reservation holder has received a refund. Without a newer official confirmation, neither a final corporate fate nor universal refund completion can be stated.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
