Sony Honda Mobility, a Japanese joint venture, officially launched its luxury electric vehicle brand, Afeela, in California. The company expects to begin deliveries of its first sedan by the end of the year.
The vehicle features 28 speakers, wraparound screens, and an integrated AI assistant. Pricing for the high-end model starts at approximately $100,000.
The launch coincides with fading government incentives and a cooling EV market. Rival luxury brands like Lucid currently struggle to gain significant market traction.
Sony Honda Mobility also partnered with artist Hajime Sorayama for a Tokyo exhibition. The collaboration features a special prototype blending technology and art to promote the brand.