Introducing ‘Afeela,’ Sony and Honda’s Name for a Car

Last summer time, Sony and Honda introduced that they had been severe about constructing electrical vehicles collectively. A brand new three way partnership was minted, with speak of manufacturing proper right here within the United States, at an upcoming facility in Ohio. Orders had been to start in 2025, and we’d already seen loads of the autos. All that was seemingly left to be taught was the identify. Now we now have that identify, and all of the sudden I’m having second ideas about the entire train.

Afeela. That’s the model Sony and Honda will create collectively, the tech big introduced throughout its CES 2023 keynote presentation. Afeela. Six months in the past, I merely wished that no matter identify the 2 manufacturers got here up with would at the very least be higher than “Stellantis.” This appeared like a low bar; they didn’t cross it.

Here’s the brand, and the rationale:

In tandem, Sony Honda Mobility revealed a brand new idea, one which’s extra emblematic of the automobile they’ll finally launch than the Vision-S sedan or SUV. It carries over a number of the cues of the unique prototype constructed by Magna Steyr that’s been testing since 2020, just like the black roof and constant arc from the highest of the greenhouse to the highest of the decklid. But most the whole lot else — the headlights, the surfacing, the brief rear overhang, and even the wheels — has been smoothed over or eliminated, character drained. It’s a step again should you ask me.

We’ve misplaced the intelligent Sony Honda ornamentation bridging the headlights, too. That was an efficient and engaging alternative for a grille. Instead, we now have one other dead-behind-the-eyes mild bar with a display in between — one that may relay data like climate and charging state to passersby. Maybe adverts too, sooner or later. Sony and Honda didn’t say that final one, however what else are screens used for, anyway?

Even contained in the cabin, we’ve regressed. The Vision-S had a traditional, round steering wheel, the sort that’s been faultless for many years. The Afeela idea has a yoke. Nobody requested for this.

There had been another bulletins, too. Qualcomm’s Snapdragon Digital Chassis platform will energy the entire automobile’s autonomous and ADAS capabilities, whereas a partnership with Epic Games, makers of Fortnite and the Unreal Engine, will construct “new value in mobility services and entertainment.” Also, the factor might need a PS5 inside it.

Overall although, as somebody who was eagerly anticipating how Sony and Honda would enter this unnecessarily crowded house in their very own manner — the ways in which made them powerhouses of their respective industries to start with — I can’t assist however come away disillusioned. Another unambitious slab on wheels, copying the identical calling playing cards of extra profitable firms not as a result of they’re good concepts, however as a result of they’re getting observed. That’s not the Sony or Honda I do know.

Also, the identify. Afeela expects to begin deliveries in North America in 2026.