Sony Honda Mobility announced on 25 March 2026 that development and launch of AFEELA 1 and its second vehicle model would stop. California reservation holders will receive full reservation-fee refunds.
The March decision
The company attributed the decision to Honda's revised electrification strategy: certain technologies and assets expected from Honda would no longer be available. The partners will review the venture's future direction.
Earlier project milestones
- In June 2022, Sony and Honda signed an agreement to establish Sony Honda Mobility. The proposed Tokyo company had planned capital of 10 billion yen and equal investment by the two partners. Formation and the start of business remained subject to regulatory approvals. The agreement followed their March memorandum on a mobility alliance.
- The venture was established in September 2022. In January 2023, it announced the AFEELA brand and displayed a prototype at CES in Las Vegas.
- At its January 2026 presentation, SHM reported autumn 2025 trial production at Honda's East Liberty Auto Plant in Ohio. Pre-production vehicles made there were exhibited at CES. The company also unveiled AFEELA Prototype 2026. SHM reported more than 100,000 showroom and exhibition visitors and over 24,000 in-vehicle demonstrations during the first year.
The preceding Honda announcement
On 12 March, Honda separately cancelled the Honda 0 SUV, Honda 0 Saloon and Acura RSX, which had been intended for US production. These were Honda programmes, distinct from the two AFEELA models. Honda said production in the changed demand environment could increase future losses. It planned to strengthen its hybrid offering and reassess resource allocation, while keeping future electric-vehicle initiatives responsive to profitability and market trends. Further strategy details were scheduled for May.
Company information
Sony Honda Mobility Inc. published press@sony-honda-mobility.com as its Communications/PR contact in January 2025. This is a published media contact, not a refund-support address.
Company website: https://www.shm-afeela.com/en/.
January presentation: https://www.shm-afeela.com/en/news/2026-01-06/.