Sony, the emblematic consumer electronics company, is taking a decisive step forward with the Afeela 1, its first electric car, planned for 2026. In collaboration with Honda, Sony aims to establish itself in a sector already dominated by giants like Tesla and new Chinese entrants such as Xiaomi. Will the Afeela 1 be a revolution or a risky bet in a highly competitive market?
Sony: from PlayStation to electric car
The announcement of the Afeela 1 at CES 2025 confirms a vision begun in 2020 with the presentation of a first concept. This project, born from a collaboration between Sony and Honda under the banner of Sony Honda Mobility (SHM), illustrates Sony’s desire to combine its technological expertise with Honda’s automotive experience.
The Afeela 1 is available in two versions: the Origin (from 89 900 $or approximately 86 300 €) and the Signature (102 900 $or approximately 98 800 €). These prices, which place Afeela in the premium category, include exclusive services such as a digital “personal agent” and a selection of immersive content. However, competition in this segment is fierce, particularly against more accessible models from Tesla or advanced technological alternatives from China, such as BYD.
The Afeela 1 stands out for its advanced integration of technology. The interior, designed to maximize the user experience, is dominated by a single large touchscreen, combined with recycled materials for 70% of its surfaces. In terms of entertainment, Sony leverages its multimedia ecosystem: drivers will have access to platforms like TikTok, Audible and Amazon Music, as well as an audio system developed by the creators of Gran Turismo.
The Afeela also has 40 sensors and cameras to offer L2+ level semi-autonomous driving. However, despite this technological arsenal, certain characteristics such as the charging power of 150 kW appear to be behind current standards (some competitors reach 500 kW).
A challenge to overcome in a saturated market
Under the hood, the Afeela 1 is equipped with two engines of 180 kWpowered by a battery of 91 kWhoffering an announced autonomy of 480 km (EPA cycle). If this performance is sufficient for daily use, it remains inferior to premium models from Tesla or innovations from Chinese manufacturers like BYD.
Furthermore, Sony adopts American standards with the NACS port and access to Tesla superchargers, which is an asset to attract the North American market. On the other hand, the technical specifications leave some experts skeptical about the competitiveness of the Afeela against more advanced vehicles.
Sony’s late entry into electric automobiles, planned for 2026 in the United States and Japan, then in 2027 or 2028 in Europe, raises questions. While manufacturers like Xiaomi have already sold 130,000 electric vehicles in 2024Sony seems to be playing a game of catch-up. In addition, the evolution of incentive policies for the purchase of electric vehicles, particularly in the United States with the return of Donald Trump to the White House, could dampen consumer enthusiasm.
However, the premium approach of the Afeela 1, combining technological innovation and careful finishes, could appeal to demanding customers looking for distinction. It remains to be seen whether this will be enough to overcome the challenges of a sector where speed and competitiveness are essential.
To broaden the context, it is interesting to compare the Afeela 1 to French models which are more accessible like the Renault R5 electric and the Peugeot e-208. These two vehicles, with significantly lower prices (around 30 000 €), target a general public clientele and display competitive autonomy of up to 400 km for the e-208. By positioning itself in the premium segment, Sony Honda Mobility will have to convince customers ready to invest nearly three times more, while justifying this gap with technological services and an exclusive design, where French brands play the quality-ratio card. price.
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