Brand guide · updated August 2026

Afeela

Afeela is the brand of Sony Honda Mobility — the joint venture that asks what happens when an entertainment giant and a car maker build an EV together. Its first product, the Afeela 1 sedan, reached US customers in 2026 with a screen-saturated cabin, subscription-bundled software and Sony's sensor and content expertise layered over Honda manufacturing. The pitch is the car as a living-room-grade entertainment space that happens to drive. It is early days: one model, one market (California first), premium pricing — but Afeela represents the clearest test yet of the 'software-defined vehicle' idea.