Sony Honda Mobility announces new brand AFEELA – Prototype unveiled at CES 2023

Sony Honda Mobility Inc. (SHM – a 50:50 JV of Sony Group and Honda Motor) announced its new brand, “AFEELA”, and unveiled a prototype at CES 2023, which opens to the public in Las Vegas, Nevada, USA and online from January 5, 2023.

AFEELA interior

Prior to the public unveiling, Representative Director, Chairman and CEO Yasuhide Mizuno took the stage at a press conference held on January 4. The following features about the prototype have been unveiled:

– SHM will develop the production model based on this prototype. Pre-orders are planned to begin in the first half of 2025, sales by the end of 2025, and delivery from spring in 2026 in North America.

– The prototype is equipped with a total of 45 cameras and sensors inside and outside the vehicle, together with 800 TOPS of maximum computing power for ECU. In-car cameras and Time-of-Flight (ToF) sensors detect the driver and car’s situation to help avoid accidents.

– To advance the intelligence of mobility, SoCs (System on a Chip) from Qualcomm Technologies’ Snapdragon Digital Chassis will be used in key features, including AD/ADAS, HMI/IVI, and telematics. SHM is building a strategic technology partnership with Qualcomm Technologies to realize next-gen mobility experience.

– SHM begins collaboration with Epic Games to create new value in mobility services and entertainment.

Also read: Sony and Honda JV Background and prior announcements

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