GoKawiilSony Honda Mobility, the automotive venture from two of Japan’s most storied companies, has swung the axe on its EV project. In a statement, it said it would “discontinue the development and launch” of the Afeela 1 and 2, its long-in-development electric cars. The company added it would review its “business direction,” and announce its future plans “at the earliest possible opportunity.” Which, if we’re honest, probably means the whole thing is going to be shut down, or scaled back so much it’s no longer worth talking about.
2026 has not been a great year for Honda. On March 12, it posted an up-to $15.7 billion loss as it wrote off a big chunk of its investment in EVs. The US’ pivot toward fossil fuels, removal of federal EV tax credits and the imposition of tariffs has hit its business pretty hard. Not to mention the high-profile embarrassment of its current F1 engine project with Aston Martin, which promised so much and has delivered less than nothing.
Sony’s journey into the automotive world began six years ago with the announcement of the Vision-S, the car which would eventually be re-christened Afeela. But while the product looked good on trade show stands, it stood still while the rest of the car world sprinted ahead. In January, Tim Stevens said Afeela 1 looked a little dated, and a little lacking in emotion, and a lot more expensive than comparable models from rivals. It’s also worth noting Sony and Honda’s vision of a smart device on wheels is hardly a novel concept these days.
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Not to mention that Afeela 1 is a sedan, being sold to a world that’s increasingly fallen out of love with the type in favor of higher-riding SUVs. In Sony's statement, however, the SUV-aping Afeela 2 didn't even get a mention by name, which hints that it was as much an afterthought for the company as we might have guessed when it was announced.