Sony Honda Mobility (SHM) has announced the discontinuation of development and launch plans for both AFEELA 1 and its second AFEELA model, marking a significant strategic reset for the joint venture’s premium electric vehicle (EV) ambitions. This move reflects the evolving priorities in the global EV market and the challenges of bringing high-value mobility concepts to production.
Since its formation in September 2022, SHM had been focused on delivering high-value mobility products, advanced electric vehicles, and connected mobility services by combining Sony’s expertise in digital technologies and entertainment with Honda’s automotive engineering and production capabilities. However, following Honda’s March 12, 2026 reassessment of its vehicle electrification strategy, certain core technologies and assets originally expected from Honda will no longer be available. As a result, SHM stated that it no longer sees a viable path to bring the planned AFEELA models to market under the original roadmap.
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The company also confirmed that all current California reservation holders for AFEELA 1 will receive full refunds of their reservation fees, ensuring that existing customer commitments are fully addressed and that the cancellation process is transparent and smooth.
Looking ahead, SHM stated that it will continue discussions with Sony and Honda to evaluate future business directions, potential mobility solutions, and next-generation EV opportunities. The company emphasized its continued commitment to exploring innovative approaches to electric and connected mobility, even as the AFEELA program comes to an end.
