- Since Sony and Honda founded a joint company, Sony Honda Mobility, back in 2022, the duo have now announced the discontinuation of the joint venture and the AFEELA model lineup.
- The company states that it no longer has a ‘viable path’ to bring the planned models to market.
- While no single factor was blamed, the decision reflects the complex landscape new entrants to the electric vehicle sector must navigate.
AFEELA production and launch discontinued
While some startup EV firms have managed to challenge established OEMs, the news once again highlights how entering the EV market as a brand-new manufacturer is no small feat. High capital requirements and the need for scalable production continue to pose major hurdles – and as seen here, even well-funded collaborations backed by global brands can suffer.
The EV joint venture aimed to combine Sony’s expertise in the consumer electronics space with Honda’s automotive expertise. The first model in the lineup, the AFEELA 1, had already been revealed, with customer deliveries previously scheduled to begin in late 2026. A second AFEELA model had also been under development until this announcement.
Sony Honda Mobility notes that discussions between Sony and Honda will ‘continue’ when it comes to the fate of this joint venture business. It’s worth noting that it’s also only been a few weeks since Honda cancelled its ‘Zero’ series of electric cars, leaving it with less EVs in the pipeline – despite other manufacturers continuing to push forward with their electrification plans.
A Sony Honda Mobility Spokesperson commented:
“Since its establishment in September 2022, SHM has aimed to develop and sell high value-added mobility products and to provide mobility-related services by combining the technologies, expertise, and development capabilities of Sony and Honda. However, as a result of Honda’s reassessment of its automobile electrification strategy announced on March 12, 2026, SHM will not be able to utilize certain technologies and assets that were originally planned to be provided by Honda at the time of SHM’s initial business planning. In light of this change, SHM has determined that it does not have a viable path forward to bring the Models to market as originally planned.”
