Japan's answer to the Tesla Model 3, BYD Seal and Lucid Air revealed but is the high-tech, luxury Afeela 1 electric car really going to match its rivals in the "era of autonomous driving"?

Sony Honda Mobility, the joint venture between Sony and Honda, will launch its first model in the US in 2026.

The Afeela 1 sedan made its ‘near-production’ debut at CES 2025 in Las Vegas this week, with the electric car priced from US$89,900 (A$144,000).

Online reservations are open in California for the Afeela 1, with a fully refundable US$200 deposit as the holding fee. It also says deliveries are anticipated to begin in mid-2026 with production taking place at an existing plant in Ohio. Japanese deliveries will begin some time in 2026.

Yasuhide Mizuno, Chairperson and CEO of Sony Honda Mobility, said the Afeela 1 is designed for the “era of autonomous driving”.

“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.”

As such, a focus of the EV is its Advanced Driver Assistance Systems (ADAS) which use 40 sensors including Lidar, AI and visualisations for the driver or passengers.

2026 Afeela 1

The Afeela 1 will come in two grades, but specifications suggest both will be AWD with a 180kW motor mounted at each axle, a 91kWh battery, a driving range up to about 480km, and 150kW DC fast charging.

It’ll launch with level 2 ADAS, a suite of tech inside including a ‘media bar’, panoramic screen, 3D maps, power doors and a yoke-style steering wheel.

2026 Afeela 1

A higher-grade ‘Signature’ variant is set to launch from US$102,900 (A$165,000) and will feature rear entertainment screens, larger wheels and more colour choices among presumably more features to be announced later.

In early 2024 when Afeela’s product plans were expanded, Yasuhide Mizuno said both companies would bring the best of their individual expertise and assets to the table in the joint venture.

2026 Afeela 1

“We plan to fully leverage the technological assets the two companies possess in different fields, such as Sony's sensing technology and Honda's original mobility development capabilities, to realise mobility and services that inspire and excite our customers.”

“By bringing together the expertise of both companies, we aim to lead the way in a new era."

2026 Afeela 1

It is unclear how ambitious sales targets are for the Afeela 1, but it is price a long way north of rivals such as the Tesla Model 3, BYD Seal and even the dearer Lucid Air, despite the Afeela only being mid-class for charging speed and range.

No Australian plans have been announced.