The new electric vehicle automobile brand from Sony Honda Mobility, a joint venture between two of the biggest technological and automotive corporations in Japan, is called Afeela.
Yasuhide Mizuno, the CEO of the joint venture, made the declaration during the press conference for parent firm Sony at the Consumer Electronics Show in Las Vegas.
During the on-screen reveal of the new brand identity, a prototype of what looks to be the company's Vision-S concept vehicle entered the stage, wearing a new front end emblazoned with the Afeela logo. Mizuno San didn't provide much context for why they settled on the name Afeela.
He just said that the term "feel" is key to the mobility experience they want to create, in which the automobile can both elicit and respond to the driver's emotional state. The CEO also provided specific release dates for Afeela's first vehicle. Starting in the first half of 2025, customers will be able to place pre-orders, with real sales reported by the year's end.