The intersection between the technology industry and the automotive world is no longer a futuristic promise, but an increasingly tangible reality. In this convergence scenario, Sony and Honda decided to join forces to bring to life a project that breaks with the sector's traditional paradigms: an electric car conceived not only as a means of transportation, but as a digital platform on wheels.

Thus, AFEELA was born, a new brand that aspires to compete head-to-head with Tesla from a very different angle.

From this union, AFEELA was born, a new brand that seeks to redefine the concept of an electric car by focusing on the digital experience on board. Its first model, the AFEELA 1 EV, not only aims to be an alternative to the Tesla Model 3 and Model S, but also a rolling showcase of Sony's technological ecosystem, with the PlayStation as an unexpected star.

An electric vehicle born in the United States

The AFEELA 1 EV will be produced in the United States, specifically in the state of Ohio, a strategic decision that allows Sony and Honda to get closer to the country's main electric vehicle market. Sales will begin in California during the first months of 2026, and will later expand to the rest of the United States.

In terms of positioning, the model is aimed directly at the premium electric sedan segment. Although conceptually presented as a rival to the Tesla Model 3, its dimensions are closer to the Model S. The AFEELA 1 EV measures 4.91 meters long and has a wheelbase of 3.02 meters, figures that promise a spacious and comfort-oriented interior, especially for rear-seat passengers. This size, combined with a clean and technological design, reinforces the idea that this is not a compact electric vehicle for the general public, but rather a more exclusive offering, designed for a customer willing to pay for innovation and connectivity.

Price and Market Positioning

The price clearly confirms this premium ambition. Sony and Honda have already announced that the AFEELA 1 EV will arrive on the market in 2026 with a price of $102,900. A year later, in 2027, a more accessible version will be added, although still far from economical, with a price of $89,900.

These figures place the AFEELA in a similar range to the high-end versions of the Tesla Model S, which will force the Japanese model to justify its cost not only with performance, but also with a distinctive experience. And that's where the technology developed by Sony comes into play.

Mechanical Engineering by Honda

Although Sony grabs most of the headlines, Honda is responsible for providing the technical muscle for the AFEELA 1 EV. The sedan will feature two electric motors, one on each axle, allowing it to offer all-wheel drive and a combined output of 480 horsepower. The energy comes from a 91 kWh battery, enough to provide an estimated range of approximately 490 kilometers, although the final figure has not yet been officially confirmed. As for charging, the system supports power levels up to 150 kW and will be compatible with the Tesla Supercharger network, a key point for the US market. However, in a context where some rivals already easily exceed 550 or even 600 kilometers of range, the AFEELA 1 EV's range is not particularly noteworthy, which could become one of its most debated aspects. Where the AFEELA 1 EV truly seeks to differentiate itself is in the technological and entertainment aspects. Sony has made it clear that this vehicle will be “the world’s first car” to natively integrate PlayStation Remote Play into its infotainment system. In practice, this will allow occupants to play PlayStation titles directly from the car. Games can be viewed on the large panoramic front screen—only when the vehicle is stopped or charging—as well as on individual screens located behind the front seats. Controllers will connect to the car via Bluetooth, replicating the experience of a home console. This approach transforms the AFEELA into a kind of mobile entertainment room, designed to make the most of waiting times during charging or breaks on long journeys. However, this approach comes with an important caveat. The AFEELA 1 EV does not include a PlayStation console inside, nor does it store games locally in its multimedia system. All functionality is based on PlayStation Remote Play technology.which streams content from a console located at home.

This means the user will need a PlayStation turned on and connected to the internet at home, while the car will also need a stable connection. Sony has indicated that at least 15 Mbit/s are required to guarantee a “proper” experience, something that can be difficult in rural areas, tunnels, or mountainous regions, even with standard 5G connectivity.

This dependence on coverage raises doubts about the system's real-world usefulness for everyday use and could limit its appeal beyond the initial novelty factor.

A direct challenge to Tesla

Comparisons with Tesla are inevitable. Since late 2022, the American brand has offered the Steam platform in the Model S and Model X, allowing users to play games and consume multimedia content from within the vehicle. However, a software update in 2024 removed this functionality, leaving the way partially open for Sony and Honda to explore that territory. Even so, the success of the AFEELA 1 EV will depend on more than just its relationship with the PlayStation. Its high price, decent but not outstanding range, and fierce competition in the premium electric segment make the challenge enormous.