Sony Group and Honda Motor’s ambitious joint venture, Sony Honda Mobility, is set to introduce three electric vehicle (EV) models by the late 2020s, targeting a significant share of the global EV market. This move pits the collaboration directly against industry giant Tesla, with the first model, a sedan under the Afeela brand, slated for release in 2025, followed by an SUV in 2027, and an “affordable” compact vehicle by 2028 or later.
The introduction of an SUV and a compact model alongside the Afeela sedan reflects Sony Honda Mobility’s strategy to cater to a broad range of consumer preferences, from spacious and entertainment-rich SUVs to practical and economical compacts. To support this ambitious product expansion, the venture is actively enhancing its development infrastructure, aiming to double its workforce to approximately 500 employees by recruiting mid-career engineers.
To streamline development and cut costs, all three models will be built on a shared chassis, with the compact model expected to rival the size and affordability of the Toyota Corolla and Volkswagen Golf. This approach also includes plans to share parts with Honda’s independently developed EVs, ensuring competitive retail pricing by simplifying equipment and functionalities.
The EV market’s landscape has evolved rapidly, with traditional leaders like Tesla facing new competition from Chinese, German, and South Korean entrants. Sony Honda Mobility’s decision to diversify its lineup with models ranging from high-value-added vehicles, like the Afeela Sedan expected to retail above 10 million yen ($66,413), to more accessible compact options, underscores the venture’s commitment to broad market penetration.
In addition to vehicle development, Sony Honda Mobility is exploring innovative in-car entertainment options, including games leveraging advanced computer graphics technology from Epic Games, in which Sony Group has a strategic investment. This unique blend of automotive and digital entertainment expertise is poised to set the Afeela brand apart in a market increasingly characterized by low-price competition.
As the EV sector continues to grow, with sales projected to increase significantly by 2030, Sony Honda Mobility’s strategic foray into the EV market represents a significant challenge to established players, offering consumers a blend of innovation, performance, and affordability.
