With the Afeela 1, Sony and Honda are making an ambitious entry into the premium electric vehicle market.
However, despite years of development, this model raises questions about its positioning in a market already dominated by established competitors. With its high price tag, underwhelming performance, and promise of cutting-edge technology, the Afeela 1 seems to be navigating uncertain waters.
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Performance that fails to impress
From the outset, the Afeela 1 faced high expectations. With an estimated range of 323 miles for its top-tier version, it falls well short of rivals like the Tesla Model 3 Long Range, which offers 391 miles and costs $40,000 less. The charging situation isn’t much better: capped at 150 kW, the Afeela takes up to 40 minutes to recover 186 miles of range—twice the time of some competitors. Under the hood, the Afeela 1 features dual electric motors delivering a combined 490 hp, powered by a 91 kWh battery. While these figures aren’t bad, they don’t compensate for its technical shortcomings, including a 400V architecture that lags behind more advanced 800V systems found in models like the Porsche Taycan or Lucid Air.
A premium positioning that raises eyebrows
Sony and Honda are marketing the Afeela 1 as a premium sedan with a “harmonious and timeless” design and an interior focused on entertainment. The cabin impresses with its dashboard-spanning digital display and 28 speakers for an immersive sound experience. However, at nearly $100,000 for the high-end version, the investment might seem excessive compared to competitors like Tesla, Porsche, or even Hyundai, which offer a better balance of technology and performance at more competitive prices. Sony seems to be leveraging its reputation in the tech industry to attract customers with an advanced multimedia system. But it remains to be seen whether these features can justify such a steep price, especially in a segment where expectations for range and charging capabilities are high.
An unclear strategy
Produced in Ohio and expected to hit U.S. roads in 2026, the Afeela 1 will need to prove itself quickly in an already saturated market. Promises of a “unified” driving experience and advanced autonomous capabilities supported by 40 sensors and onboard AI might attract tech enthusiasts. However, these features may not be enough to offset outdated technical specs and an uncompetitive price. Sony and Honda’s ambitions bring to mind past missteps, like the DeLorean DMC-12. While its design and gadgets were impressive, its performance fell short. History could repeat itself with the Afeela 1 unless it finds a way to stand out in this challenging market.
This article explores the challenges faced by the Afeela 1, the first electric car from Sony and Honda, in a segment dominated by more advanced and competitively positioned models. With questionable performance, a high price tag, and ambitious technology, this vehicle sparks as much curiosity as skepticism.
Images: © Afeela