Sony Honda Mobility pauses Afeela project after Honda decision
Sony Honda Mobility’s decision impacts the Afeela 1 electric saloon, previously nearing production, as well as a second model in development. The company has ended development and scrapped plans to bring both models to market.
This comes after Honda’s decision to pull the plug on three EV models planned for the US. These models were part of Honda’s ‘0 Series’ and were set to use the new e:Architecture platform, which the company had scheduled for the second half of the decade. Because the Afeela models were also based on this platform, Honda’s move quickly cast doubt on the joint project. Officially, however, Honda only axed the “0 Series” vehicles, not the underlying platform. That left some room for the Afeela programme—especially as SHM had only recently pointed to ongoing discussions between the partners and hinted at a near-term debut of the Afeela 1.
These discussions have now resulted in the immediate discontinuation of the first two models, as SHM announced.
“SHM’s decision comes following discussions between its parent companies, Sony Group Corporation (“Sony”) and Honda Motor Co., Ltd. (“Honda”),” the statement reads. “However, as a result of Honda’s reassessment of its automobile electrification strategy announced on March 12, 2026, SHM will not be able to utilize certain technologies and assets that were originally planned to be provided by Honda at the time of SHM’s initial business planning. In light of this change, SHM has determined that it does not have a viable path forward to bring the Models to market as originally planned.”
Customers in California who had already reserved an Afeela 1 and paid the corresponding reservation fees will receive a full refund. The Afeela 1 was priced at $89,990 in the USA, but was only available in two states.
However, the discontinuation of the first two Afeela models does not mark the end of the brand or the joint venture between the two Japanese corporations. Sony and Honda plan to continue discussions on the future of SHM and will outline their next steps ‘at the earliest possible opportunity.’
“Sony, Honda and SHM will continue to discuss and evaluate the future of SHM, taking into account the initial purpose of the JV establishment as well as the latest EV market environment,” Honda stated. They ‘intend to jointly announce SHM’s future direction, mid to long-term positioning as well as contributions to the future of mobility at the earliest possible opportunity.’
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