Scheduled for 2028, the model bets on Sony's fastback design and technological platform to rival premium brands
In a curious partnership, Sony and Honda presented their newest project: a luxury electric SUV from the Afeela brand, scheduled for launch in 2028. The model will mark the second model in the company’s portfolio, combining Honda’s automotive engineering with Sony’s technological expertise to compete in the premium family vehicle segment, currently dominated by brands such as Tesla.
The SUV shares the platform with the brand’s sedan, but adapts the proposal to offer greater versatility of space. The strategy is to attract an audience that seeks not only performance, but an immersive entertainment experience on board.
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Visually, the SUV adopts a minimalist language, characterized by clean lines and a fastback profile — with the sloping roof that gives a sporty air to its almost five meters in length. The functional design includes the brand’s light signature, light bars that integrate essential sensors for driving assistance systems.
In the mechanical part, the “Sony Honda Mobility” uses the architecture developed by the car manufacturer, ensuring robustness to the project. Preliminary technical specifications indicate a high-performance package, driven by two electric motors with a combined power of 482 hp.
The model is powered by a 91 kWh battery, which provides an estimated range of 480 km and supports fast charging of up to 150 kW. In addition, it has an advanced posture control system, designed to adjust the suspension in real time and maximize occupant comfort.
Afeela’s competitive differential, however, lies in the integration of software. Sony has equipped the front of the vehicle with the so-called “Media Bar”, an external screen capable of displaying information to pedestrians and other drivers, as well as indicating the charging status.
Internally, the car works as a connected device and should turn the cabin into a digital living room. The multimedia interface uses the Japanese giant’s expertise in audio and video, opening doors for integration with the PlayStation ecosystem.
As announced for the prototype sedan, the SUV is expected to allow console games to be run directly on the dashboard, taking advantage of the vehicle’s powerful hardware for entertainment during recharges. Added to this, the technological apparatus enables level 2+ autonomous driving.
The SUV will be produced at Honda’s plant in Ohio, in the United States. Although the official price has not been disclosed, market analysts estimate that the value should orbit around US$ 100 thousand (approximately R$ 490 thousand in direct conversion, without taxes).
