According to the Nikkei business daily’s report on Wednesday, the collaboration between Japan’s Sony Group and Honda Motor is planning to launch three electric vehicle (EV) models by the latter half of this decade, aiming to rival Tesla. The newly established entity, named Sony Honda Mobility, is expected to unveil a sedan in 2025, followed by a sports utility vehicle in 2027, and a compact model in 2028 or later. The objective is to secure a share in the rapidly expanding global EV market, as reported by the Nikkei without specifying its sources.
The partnership was formed to unite Honda’s car manufacturing and electronics expertise with Sony’s sensors, software, and entertainment prowess. Honda has struggled to catch up with EV rivals, including Tesla and China’s BYD.
Sony’s EV venture is expected to launch in the United States in 2026, followed by Japan and Europe. Sales and aftermarket services will be pushed through online channels. The company will also focus on augmented reality features to deliver a personal in-car experience beyond driving. The partnership plans to use a virtual assistant to help the driver with everyday tasks.
A low-slung sedan prototype was shown at a CES news conference in January, with a production model due to hit the streets in 2026. The Afeela brand name was chosen to “evoke an emotional connection with customers,” Sony Honda Mobility chairman Yasuhide Mizuno said at the event. The car will also feature a Level 2+ semi-autonomous driving system, capable of operating in some conditions without the driver having to keep their hands on the wheel.
The Afeela will be built at one of Honda’s US factories, but the exact location is yet to be determined. The carmaker says it will begin taking pre-orders in the first half of 2025, with deliveries starting in the spring of 2026 in the United States and in the summer in Japan.
The partnership aims to produce about 100,000 units annually by 2035 and eventually scale up to 1.5 million vehicles annually. It will also invest in technology startups, enabling it to integrate its software with external systems. The goal is to boost revenue by transforming Sony Honda Mobility into an integrated mobility solution provider rather than simply selling products alone, Honda CEO Toshihiro Mibe said. The company will also seek to collaborate with other carmakers and electronics firms. Sony is known for its aggressive approach to innovation, while Honda has a reputation for being more conservative. The joint venture will be the most significant collaboration between the two companies since Sony acquired a majority stake in the tech giant in 2006. In addition to developing and producing EVs, the company will develop the software to make them smarter. That will include integrating voice recognition and artificial intelligence, allowing the cars to respond to spoken commands.