Las Vegas – Sony Honda Mobility Inc. (SHM) announced its new brand, “AFEELA,” and unveiled an EV prototype as a new type of mobility at CES 2023. Before the public unveiling, Representative Director, Chairman and CEO Yasuhide Mizuno took the stage at a press conference held on Wednesday, January 4 (local time).
SHM unveiled a prototype that expresses its vision of creating a new relationship between people and mobility. SHM will develop the production model based on this prototype and plans to start taking pre-orders in the first half of 2025, commence sales by the end of 2025, and begin delivery in the spring of 2026 in North America.
The design of this prototype aims to create new value standards for mobility. As we reach an inflection point where the elements of a car are shifting from power and performance to software, networks, and user experiences, we reexamined the individuality and form of vehicle design up until now. By further refining, we aimed to highlight the essential values and sublimate them into a pure and strong design.
AFEELA’s exterior features “Media Bar” which allows intelligent mobility to express itself to surrounding people using light, enabling interactive communication between mobility and people.
The interior is based on a gently rounded tone, wrapping the occupants in a soft cocoon. Not only is the atmosphere comfortable, but it has been designed to be as simple as possible, minimizing distracting ornamentation and colors. We aim to realize a people-centric experience that provides the functionality that people want.