Sony-Honda Joint Venture Shelves PlayStation-Linked Afeela EVs
Sony Honda Mobility halted the Afeela program after Honda's March 12, 2026 EV strategy reassessment, canceling planned 2026 sedan and 2028 SUV launches and prompting refunds for U.S. reservations.
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Overview
Sony Honda Mobility announced it will stop developing and launching its Afeela electric vehicles after Honda's reassessment of its automobile electrification strategy announced on March 12, 2026.
The Afeela 1 sedan had been expected to begin deliveries in California as early as late 2026, with an SUV variant planned for 2028 and orders priced from $89,900 to $102,900.
Sony Honda Mobility said it will issue full refunds to customers who made reservations in the United States and will continue discussions with Sony and Honda about SHM's future.
Earlier this month Honda flagged a writedown of as much as 2.5 trillion yen ($15.7 billion) and canceled several upcoming U.S. EV models, a move cited as leaving SHM without a viable path to market.
Sony Honda Mobility said it determined it does not have a viable path to bring the Afeela models to market as originally planned and will continue talks about the venture's future plans.
Analysis
Center-leaning sources portray Honda’s EV effort as a failure, using evaluative language ("left badly lagging," "diminutive," "rebadged GM") and casual interjections ("Honestly…") to steer readers. Editorial choices emphasize selective sales figures and cancellations while omitting executive responses or outside analyst context, privileging critical interpretation over balanced sourcing.
FAQ
Sony Honda Mobility halted the Afeela program due to Honda's March 12, 2026 reassessment of its EV strategy, which prevented SHM from utilizing planned technologies and assets from Honda, leaving no viable path to market.
The Afeela 1 sedan was expected to begin deliveries in late 2026 in California, priced from $89,900, with an SUV variant planned for 2028 priced up to $102,900.
U.S. customers who reserved an Afeela will receive full refunds of their $200 deposits.
Honda flagged a writedown of up to 2.5 trillion yen ($15.7 billion) and canceled several upcoming U.S. EV models.
Sony Honda Mobility will continue discussions with Sony and Honda about the venture's future plans, though its future is in question.
