February 4, 2023


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Sony and Honda reveal the name of their car brand, Afeela

Sony and Honda reveal the name of their car brand, Afeela


Sony and Honda, which announced a joint venture last year to develop and build electric cars, has revealed the name of its new car brand. It will be called Afeela.

In a presentation during the Consumer Electronics Show, Yasuhide Mizuno, CEO of Sony Honda Mobility, revealed a prototype of the company’s first car, which looked like a mid-size sedan, but he revealed few details about it. He said the car will be available to order and even purchase in 2025, but first deliveries of the car won’t take place in North America until 2026. The car will be built at a Honda factory.

“The word ‘sense’ lies at the heart of this mobility experience,” Mizuno said, explaining that the focus will be on sensing and interacting with people.

Mizuno said that the car will contain safety and driver assistance systems from Honda, as well as entertainment and interactive features from Sony. When developing the car, he said, the focus was as much on software and user interface technology as on driving dynamics and performance.

Running above the car’s front bumper is a narrow exterior display that the company calls the Media Bar. It will allow the vehicle to display information and interact with people outside the vehicle, Mizuno said.

Inside, the company is working with Unreal Engine graphics technology from Epic Games, the company that makes Fortnite, to design interfaces for the vehicle. Unreal Engine technology has also been used by other auto brands including General Motors, which has used the technology in the Hummer EV. He said the car will come with a wide range of entertainment options.

Mizuno also boasted 45 cameras and sensors inside and outside the vehicle, some of which are used to detect the driver’s condition to help ensure alertness and safety.

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