Sony’s joint venture with Honda, Sony Honda Mobility, will launch a luxury EV brand called Afeela just in California this year. “We believe customers are looking for more than just a means of transportation” in their luxury EVs, said Sony Honda Mobility President and Chief Executive Shugo Yamaguchi in a statement to The Times. AdvertisementThe interior of the Afeela vehicle at Afeela Studio in Beverly Hills. AdvertisementVarious display screens inside the Afeela vehicle at Afeela Studio, Beverly Hills. Because Sony and Honda each own 50% of Sony Honda Mobility, the companies reduce their liability by sharing risk, said auto analyst Kristin Shaw.

Source: Los Angeles Times March 13, 2026 20:31 UTC