Sony and Honda's joint venture, Sony Honda Mobility (SHM), plans to start delivering the $90,000 Afeela 1 electric vehicle in the US by late 2026, with Japanese deliveries beginning in early 2027. The Afeela 1, featuring advanced infotainment and semi-autonomous driving capabilities, is positioned as a platform for Sony's entertainment offerings, including the ability to stream PlayStation 5 games. An SUV concept was also revealed, hinting at a production model for 2028. As SHM enters the competitive high-end EV market, where demand has cooled due to saturation, the company faces challenges from established brands and the industry's shift towards more affordable models. This matters as it highlights the evolving landscape of the electric vehicle market and the strategic moves by tech and automotive giants to capture consumer interest.
