A new entrant in the automotive world, Afeela, a collaborative effort between technology giant Sony and automotive powerhouse Honda, recently unveiled its electric SUV prototype. This vehicle, developed under their joint venture Sony Honda Mobility, made its debut at CES in Las Vegas, setting the stage for a potential market launch in the United States by 2028. This move signifies Afeela's second major vehicle concept, following the introduction of its Afeela 1 sedan, as the company pushes forward with its aspirations in the high-end electric vehicle sector.
The Afeela SUV prototype distinguishes itself with a sleek, minimalist aesthetic, prioritizing smooth contours and understated design elements. Its profile leans more towards a lifted sedan than a conventional SUV, reminiscent of certain luxury crossover concepts but with a more refined appearance. This design philosophy aligns with the earlier Vision-S 02 concept showcased by Sony in 2022, maintaining a consistent brand identity across its burgeoning EV lineup. The vehicle eschews visible door handles and sharp creases, contributing to its streamlined and contemporary look.
While specific technical details remain largely under wraps, insights into the preceding Vision-S 02 concept provide a glimpse into the potential dimensions and weight of the production SUV. That concept measured approximately 192.7 inches in length, 76 inches in width, and 65 inches in height, featuring a substantial 119.3-inch wheelbase and a weight of around 5,467 pounds, riding on 20-inch wheels. Such specifications suggest a spacious and substantial vehicle, fitting its positioning within the premium segment.
Pricing information for the Afeela SUV is yet to be announced, given its projected launch several years in the future. However, the Afeela sedan provides a benchmark, with its base model starting at $89,900 and the top-tier variant reaching $102,900. This pricing strategy underscores Afeela's intent to compete in the luxury electric vehicle market. The sedan is also slated for a Japanese market release in early 2027, indicating a broader global strategy for the brand.
The joint venture between Sony and Honda brings a unique blend of technological innovation and automotive expertise to the electric vehicle landscape. Despite a recent slight downturn in US EV sales, Afeela is poised to navigate a competitive and evolving market. The partnership aims to capitalize on the strengths of both companies, offering vehicles that integrate advanced technology with reliable automotive engineering. The success of the Afeela SUV will largely depend on its ability to attract discerning buyers in a market that, while growing, is experiencing new challenges and shifts in consumer preferences.