Are You Afeela'n It?

This is the electric car Sony and Honda are working on.

- Aaron Gold

Cast your mind back to 2020, when Sony surprised us with an electric car concept, the Vision-S. After an SUV variant appeared and a couple of quiet years passed, Sony announced a partnership with Honda, called Sony Honda Mobility, which would build cars (ostensibly electric ones) in the United States. At CES 2023, Sony showed a prototype and announced a new brand name for the whole enterprise: Afeela.

Yes, we’re a little disappointed by the moniker. We hoped it might be called TriniTransportation, perhaps with an inaugural model called the PlayStationWagon. (Had Sony partnered with Nissan, the car could have been called the BetaMaxima or the PlayFinder.) Still, although we’re not Afeela’n the brand name, we’re excited about the unnamed car—and not just because we have a production timeline (preorders in 2025, first North American deliveries in spring 2026). Given the powerhouse of partners, this could be the first car from the tech industry that actually, y’know, works.