Six years after Sony first announced its ambitions in the automotive sector, the company is making significant strides with its electric vehicle lineup. Production of the Afeela 1, an electric sedan developed by Sony Honda Mobility, is already underway in Ohio. Deliveries are set to begin later this year in California, with plans to expand to Arizona and Japan by 2027. On the eve of this year’s Consumer Electronics Show (CES), Sony unveiled a crossover version of the vehicle, further solidifying its commitment to the electric car market.
“The way we are fusing diverse technologies to deliver a completely novel mobility experience is not limited to a single model type,” said Sony Honda Mobility CEO Yasuhide Mizuno. This statement underscores Sony’s vision of integrating cutting-edge technology with automotive engineering to create unique mobility solutions.
From Vision-S to Afeela 1: The Journey
The journey began in 2020 when Sony showcased its Vision-S electric vehicle at CES, primarily as a demonstration of its sensor and infotainment technologies. At the time, the world was just beginning to embrace electric vehicles, with Tesla leading the charge. The global pandemic soon shifted working norms, but the momentum for electric vehicles continued to grow worldwide, especially in China, where tech companies have been making significant inroads into the market.
This momentum led Sony to form a joint venture with Honda in 2022, a move that surprised many who expected Sony to partner with Magna, a collaborator on the Vision-S. The collaboration with Honda marked a pivotal shift from concept to production, culminating in the creation of the Afeela 1.
AI: The Heart of Afeela’s Innovation
While the crossover model has garnered attention, the real innovation lies in the integration of artificial intelligence. Sony Honda Mobility plans to leverage a “vision-language model” to enhance the Afeela’s driver-assist features, aiming for a fully autonomous driving experience under certain conditions.
“Specifically, we are constantly reviewing sensor devices and layouts, further improving computing power, and making our End-to-End Driving AI stronger,” said Izumi Kawanishi, president and COO of Sony Honda Mobility. “As a result, the cabin will evolve into a drive-less environment, reducing the task of manual driving, and providing more freedom to relax and enjoy entertainment content.”
“In the future, the drive-less environment will transform the cabin into a true ‘Creative Entertainment Space,'” Kawanishi added, highlighting the potential for a more engaging and interactive passenger experience.
The AI system, powered by Microsoft’s OpenAI technology, promises to enhance interactions through personalized dialogue, making the relationship between driver and vehicle more intimate and enduring. Privacy and personal information considerations are also at the forefront of Sony’s approach.
Entertainment on Wheels
Beyond AI, Sony is integrating its entertainment prowess into the Afeela 1. The vehicle will feature PlayStation Remote Play, allowing passengers to enjoy their favorite games on the go. “With a DualSense controller and a good network connection, AFEELA becomes another way you can pick up and play the games you already enjoy,” said Erik Lempel, senior vice president of business and product at Sony Interactive Entertainment.
Furthermore, Sony Honda Mobility plans to provide cloud APIs and an Android development environment, encouraging third-party developers to create apps and experiences tailored for the Afeela’s interior. This opens up possibilities for integrating Sony’s vast entertainment library into the vehicle, potentially making it a hub for multimedia content.
Market Challenges and Future Prospects
Despite the innovative features, the Afeela 1 faces stiff competition in the electric vehicle market. Priced at $89,900, it competes with luxury models like the Lucid Air and Porsche Taycan. The electric SUV segment, which the crossover aims to enter by 2028, is even more competitive, with numerous players vying for market share.
Sony Honda Mobility plans to start demo drives for the Afeela 1 sedan later this year, offering potential buyers a firsthand experience of its capabilities. While the price point may be a hurdle, the blend of AI and entertainment could appeal to tech-savvy consumers looking for a unique driving experience.
The move represents Sony’s bold entry into the automotive industry, leveraging its technological expertise to redefine mobility. As the world continues to embrace electric vehicles, Sony’s approach could set new standards for innovation and consumer engagement in the sector.
