Afeela, the new brand established by Sony and Honda, aims to deliver premium electric mobility by combining Honda's manufacturing expertise with Sony's technological innovation. With the Afeela 1 set to go on sale, it is time to assess its performance in real-world scenarios.
The Afeela 1 will be available in two trim levels: the Afeela 1 Origin, priced at $89,900, and the Afeela 1 Signature, costing $102,900. Both trims come with a three-year subscription that includes a suite of connected in-car features, such as an AI-powered personal assistant and advanced semi-automated driver assistance systems, showcasing the car's emphasis on technology-driven premium mobility.
Powered by a dual-motor all-wheel-drive system, the Afeela 1 boasts 241 horsepower per motor, ensuring brisk acceleration. The vehicle is equipped with a 91 kWh lithium-ion battery, offering an estimated EPA range of up to 300 miles. It features a NACS-style charging port that supports DC fast charging at speeds of up to 150 kilowatts.
Exterior
Visually, the Afeela 1 struggles to convey the luxury implied by its price tag. Rather than exuding opulence, its exterior design leans towards anonymity, with few distinctive elements that linger in memory after a first glance. The smooth, flat surfaces and understated lines lead to an aesthetic that quickly fades into the background.
Replacing the traditional front badge, the Afeela 1 displays a full-width screen between the headlights. This customizable display can project anything from emojis to travel information and even personal messages. Although its practicality may be questioned, it undeniably adds an appealing touch to an otherwise minimalist exterior.
Prominently placed above the windshield is a LiDAR module accompanied by two smaller sensors, enabling autonomous driving capabilities while monitoring the road. Due to current regulations, driver supervision remains necessary for now. However, upgrades for fully autonomous driving features are expected in the future. In total, there are 40 cameras and sensors located throughout the vehicle.
The front boasts some unique features.
The minimalist theme continues with the absence of traditional door handles. Instead, a touch-sensitive panel between the door and window automatically opens the door. Once activated, it opens fully, allowing easy entry for occupants, a feature once exclusive to luxury vehicles.
Though the Afeela 1's wheels might not appeal to everyone, they too carry a bland design and lack a center cap logo, which is common among most vehicles.
The charge port door cleverly hides behind the front wheel arches, further adhering to the minimalist aesthetic.
The side profile reveals little of note.
The rear of the Afeela 1 does little to alter first impressions. A slim, full-width LED light bar spans the tail, with a discreet Afeela script centered. Like the rest of the vehicle, its surfaces prioritize aerodynamics over distinctive design elements, opting for efficiency rather than visual flair.
Nonetheless, one aerodynamic feature is noteworthy: a concealed rear spoiler that deploys automatically at higher speeds to increase downforce, adding functionality to an otherwise understated design.
The rear end lacks character.
Interior
Upon entering the Afeela 1, it is clear that more attention was given to its interior than the exterior. The modern design features multiple screens, all intuitively placed for easy access. The interior materials are soft to the touch, with a solid build quality that feels durable.
The interior justifies the price tag!
The standout element in the cabin is the steering wheel, which resembles the yoke controller popularized by Tesla. Lacking a top rim, it represents a radical departure from traditional designs. While this may enhance forward visibility, it brings practical challenges for low-speed maneuvering and complex driving situations.
The Afeela 1 is equipped with two additional displays at each end of the dashboard, angled towards the driver to show footage from the wing mirror cameras. Unlike competitors that forgo traditional mirrors for aerodynamic benefits, this vehicle maintains glass mirrors while also offering digital feeds. This results in a somewhat redundant setup that raises questions about necessity versus innovation.
Two mirror options leave no excuses for blind spots.
Although we had limited time to explore the infotainment system, it appears responsive, boasts high resolution, and is designed with meticulous attention to detail in its menus.
The center console bears resemblance to BMW's architecture, featuring a central wheel with side buttons that manage multimedia functions, should users prefer not to rely solely on the touchscreen. This is a concept we appreciate in the Afeela, while questioning BMW's move away from similar designs.
In the rear, the Afeela 1 best reflects Sony's influence in its spacious design. Rear passengers enjoy ample room as they engage with the entertainment units.
The centerpiece of this experience is the large rear-seat displays, which come standard with an installed PlayStation 5. Passengers can indulge in their favorite games on the move using a provided controller, though the lack of dedicated storage for the controller when not in use is puzzling.
PlayStation 5 entertainment for rear passengers.
Verdict
The Afeela 1 appears more as an experiment than a true contender for mass market appeal. Priced at $89,900 before taxes, it may struggle to attract buyers in a market that increasingly favors SUVs over sedans. Lacking standout features or memorable moments, it fails to differentiate itself significantly from established competitors.
Both Sony and Honda are known for their meticulous approach to innovation, and the Afeela 1 embodies this restraint in design, technology, and overall execution. While it avoids major flaws and polarizing opinions, this restraint may hinder its appeal in a segment defined by strong identities and emotional resonance.
At this price point, consumers seek character, flair, and a sense of individuality—qualities that the Afeela 1 appears to struggle to convincingly offer.
