Afeela is a new brand established by Sony and Honda, aiming to deliver premium electric mobility by merging Honda’s manufacturing expertise with Sony’s technological innovations. With its upcoming launch, we are eager to see how this concept translates into reality.
The Afeela 1 will be available in two trim levels: the Afeela 1 Origin and the Afeela 1 Signature, priced at $89,900 and $102,900, respectively. Both variants come with a three-year subscription to a suite of connected in-car features, including an AI-powered personal assistant and advanced semi-automated driver assistance systems, emphasizing Afeela 1's commitment to technologically driven premium mobility.
Powered by a dual motor all-wheel drive (AWD) system, each motor generates 241 horsepower, ensuring brisk acceleration. A 91 kWh lithium-ion battery provides an estimated EPA range of up to 300 miles. Charging is facilitated through a NACS-style port, supporting DC fast charging up to 150 kilowatts.
Exterior
Visually, the Afeela 1 does not fully embody the luxury suggested by its price tag. Its exterior design tends toward anonymity, leaving little to capture attention after an initial glance. With smooth, flat surfaces and subdued lines, the vehicle often fades into the background, becoming easily overlooked once it passes.
Instead of traditional front badging, the Afeela 1 features a full-width display located between the headlights. This customizable screen can project everything from playful emojis to journey information, images, and even birthday messages. While its practicality remains uncertain and it may increase repair costs in the event of an accident, it undoubtedly draws the eye and adds a unique flair to an otherwise understated exterior.
Above the windshield, a prominent LiDAR module is clearly visible, accompanied by two smaller sensors on either side. These components are designed to monitor the road and facilitate autonomous driving. As of now, due to regulatory constraints, driver supervision is mandatory, but the vehicle is expected to receive fully autonomous upgrades in the future. In total, the exterior boasts 40 cameras and sensors.
The front features distinct characteristics.
The minimalist design extends to the absence of conventional door handles, utilizing a touch-sensitive surface that releases the door automatically. Once triggered, the door opens completely, allowing passengers to enter without needing to pull a handle—a feature once exclusive to high-end luxury vehicles.
The wheels of the Afeela 1 may not appeal to everyone, appearing plain and lacking a logo in the center cap, a common feature in most cars.
The charge port is cleverly concealed behind the front wheel arches, furthering the minimalist aesthetic.
The side profile lacks notable features.
The rear of the Afeela 1 does little to change the initial impression. A sleek full-width LED light bar extends across the back, with a discreet Afeela badge in the center. Consistent with the rest of the design, the surfaces prioritize aerodynamics over visual excitement, offering few distinctive elements or memorable shapes.
However, a notable aerodynamic feature can be found in the integrated rear spoiler, which remains hidden when the vehicle is stationary but deploys automatically at certain speeds to provide additional downforce, merging functionality with the understated rear design.
The tail design is excessively minimalist.
Interior
Upon entering the Afeela 1, it is clear that more effort was invested in the interior than the exterior. The cabin boasts a modern design with thoughtfully arranged screens that are easy to access. The materials are soft to the touch, and the overall build quality feels solid and durable.
The interior justifies the price tag!
The standout feature inside is the steering wheel, which resembles a yoke controller popularized by Tesla. This design, lacking an upper rim, represents a significant departure from traditional forms and may not be intuitive for everyday driving. While it enhances forward visibility and offers a clear view of the digital displays, it also poses practical challenges during low-speed maneuvers and complex driving scenarios.
Additionally, the Afeela 1 includes two displays at either end of the dashboard, angled toward the driver to provide footage from the side mirror cameras. Unlike some competitors that forgo traditional mirrors for aerodynamic benefits, this vehicle features glass mirrors alongside the digital feeds. This creates a redundant setup that forces drivers to choose between digital and conventional reflections, raising questions about the necessity of both.
No excuses for blind spots with two mirror options per side.
While we had limited time to explore the infotainment system, it appeared responsive, featuring excellent resolution and meticulous attention to detail throughout its menus.
The center console bears striking similarities to BMW models with its iDrive controller. A large wheel in the center, complemented by a few side buttons, controls all multimedia functions for those who prefer not to use the touchscreen. This thoughtful design is a welcome addition to the Afeela 1 and a critique of BMW's moving away from this concept.
In the rear, the Afeela 1 most clearly showcases Sony’s influence. Passengers enjoy ample comfort and space, thanks to the rear entertainment units.
Dominating the experience are the large rear seat displays, which come standard with a PlayStation 5 installed. Passengers can enjoy their favorite games on the go using a provided PlayStation controller. Notably, however, there is no dedicated storage for the controller when it is not in use.
PlayStation 5 for rear passengers.
Verdict
The Afeela 1 seems more like an experimental endeavor rather than a production vehicle poised for mass sale. With a starting price of $89,900 before taxes, and as global demand shifts from sedans to SUVs, the Afeela 1 lacks distinctive features or moments that would set it apart from established competitors.
Both Sony and Honda are known for their cautious approach to innovation in their respective fields. The Afeela 1 is notably restrained in its design, technology, and execution. While this avoids major missteps or divisive opinions, it also results in a lack of boldness.
In a market defined by strong identities and emotional resonance, however, mere restraint is insufficient. At this price point, buyers expect character, flair, and uniqueness—qualities that the Afeela 1 struggles to convincingly deliver.
