Honda’s Sony Afeela EV will cost $145K, travel up to 490km

The automotive world is abuzz with excitement and curiosity over the latest collaboration between tech giant Sony and automotive veteran Honda, resulting in the Afeela electric vehicle (EV). Launched with much fanfare at CES 2025, the Afeela marks a significant entry into the electric vehicle market, demonstrating both companies’ commitment to innovation. However, with a starting price of $89,900 in the United States, which translates to approximately AUD 150,000 in Australia, the Afeela’s cost has raised eyebrows and sparked discussions on its viability and value proposition in the competitive EV landscape.

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The Afeela stands out with its sleek design and cutting-edge technology. It’s not just about the electric powertrain; the car is envisioned as a mobile entertainment and computing hub. With dimensions similar to a Honda Accord, the Afeela boasts a panoramic screen spanning the dashboard, integrating Sony’s expertise in display and entertainment technology. This screen isn’t just for navigation; it’s a gateway to in-car entertainment, connectivity, and advanced driver assistance systems (ADAS).

Sony’s involvement brings an array of sensors – 40 in total, including one LiDAR, nine radars, and 12 ultrasonic sensors – ensuring the vehicle has comprehensive environmental awareness, which is crucial for its Level 2+ autonomous driving capabilities. The Afeela is powered by a processor capable of 800 trillion operations per second, showcasing an impressive computing power that’s essential for handling the intricate AI algorithms behind its autonomous features and in-car entertainment systems.

Under the hood, the Afeela doesn’t disappoint. It offers a dual-motor setup that provides all-wheel drive with a combined power output of 482 horsepower. This setup promises not only brisk acceleration but also a refined driving experience. The vehicle’s range is estimated at around 300 miles, which is competitive but not class-leading in today’s market where some EVs can push beyond 500 miles. Charging capabilities are capped at 150 kW via Tesla’s North American Charging Standard (NACS) connector, which might feel dated compared to competitors like the Porsche Taycan, which supports up to 320 kW charging speeds.

Priced at approximately AUD 150,000 in Australia, the Afeela positions itself in a premium segment, directly competing with luxury EVs like the Lucid Air and Tesla Model S. This high price point has sparked a debate on its market fit, especially since it’s launching in an era where consumers are increasingly looking for value alongside innovation. The Afeela’s tech-heavy approach might appeal to tech enthusiasts and early adopters who are willing to pay a premium for the latest in-car tech, but it might not resonate with the broader market segment seeking more cost-effective electric mobility solutions.

The vehicle’s initial exclusivity to California buyers before a broader rollout might also affect its perception in Australia, where consumers are keen on understanding when and how they can access this new tech. The reservation system, requiring a $200 deposit, hints at a strategy focused on building a community of enthusiasts and ensuring demand before full production ramps up.

The collaboration between Sony and Honda with the Afeela project is a bold step into the future of mobility, blending automotive manufacturing with technology in ways that were once the realm of science fiction. However, the success of this venture in Australia will largely depend on how these innovations are perceived in terms of practicality, durability, and overall value.

Sony Honda Mobility has promised future models, including potentially more affordable options and an SUV, which might broaden its appeal. But for now, the Afeela remains a statement piece, an experiment in luxury electric vehicles that might redefine what consumers expect from their cars in terms of tech integration.

As the automotive industry continues to evolve, the Afeela could either set a new standard for what vehicles can be or serve as a cautionary tale of over-ambition in pricing. Only time will tell how this high-tech sedan will be received in the diverse Australian market, where both performance and practicality have long been key buying factors.

In conclusion, while the Afeela offers a glimpse into a future where cars are as much about entertainment and AI as they are about transportation, its high cost might limit its initial appeal. However, for those who can afford to be at the cutting edge, it represents a significant step forward in what an EV can offer beyond mere mobility.