Sony Honda Mobility Inc (SHM) announced the first model to be sold under the AFEELA brand at CES® 2025 – AFEELA 1.

AFEELA 1 is scheduled for US production at an existing plant in Ohio with official sales in California anticipated in 2025 and deliveries anticipated in mid-2026, the company said in a statement on Monday.

AFEELA 1 will be available in two trims, with prices starting from $89,900 with a 3-year complementary subscription for certain functionality and features.

SHM said it aims to revolutionize the mobility experience by redefining the relationship between people and mobility. The first model, AFEELA 1, pursues an interactive relationship between people and vehicles through the integration of advanced software and high-performance hardware, resulting in intelligent mobility, the company added.

AFEELA 1 will continue to evolve as a new form of mobility that remains closely connected to people, through collaboration with creators and ongoing software updates.

AFEELA 1 is equipped with Advanced Driver Assistance Systems (ADAS) that reduces driving stress and provides a safe and secure mobility experience, as well as an interactive personal agent that enables communication with the vehicle.

The cabin features a unique sound system and displays optimally placed for each seat, allowing occupants to enjoy a variety of apps and entertainment content. The vehicle’s performance is designed to provide a sense of unity with the driver, ensuring agile and stable handling while offering a high-quality ride for all passengers.

The exterior and interior design pursue a harmonious and timeless aesthetic to the details, and the interior employs high-quality functional materials that use plant-derived and recycled sources for some of the raw materials. AFEELA 1 can be upgraded and expanded via OTA (Over-the-Air) updates, the company added.

“Sony Honda Mobility strives to evolve relationships with people through intelligent mobility and revolutionize the travel experience. We are very pleased to unveil AFEELA 1, developed for the era of autonomous driving, at CES 2025. AFEELA 1 can be called a buddy, combining advanced software with meticulously refined hardware. We will meet our customers’ expectations by providing a safe, secure, and comfortable travel experience,” said Yasuhide Mizuno, Chairperson and CEO, SHM.

The price starts at $89,900 for AFEELA 1 Origin, and at $102,900 for AFEELA 1 Signature, which includes 21-inch wheels, a rear entertainment system, and C-CMS (Center Camera Monitoring System).

The delivery of AFEELA 1 in the Japan market is scheduled to begin in 2026, according to the statement.

Sony Honda Mobility Inc. (SHM), a mobility tech company established in 2022 by Sony Group Corporation and Honda Motor Co., Ltd., aims to lead innovation in the industry with its purpose “Move people, through the pursuit of innovation with diverse inspirations”.

Combining the technologies and expertise of the two companies, SHM will develop and provide high value-added mobility products and services for mobility with various partners and creators.