Sony Honda Mobility (SHM), a joint venture between Sony and Honda to create mobility tech, has announced its new EV brand, AFEELA, complete with a prototype at CES 2023. 

The EV’s exterior features a “Media Bar” which allows the car to express itself to surrounding people using light, enabling interactive communication between mobility and people. The interior is based on a gentle rounded tone. The design was meant to be as simple as possible, minimizing distracting ornamentation and colors.  

More details about Epic Games’ features will be announced later, but the deal will focus on “concepts for mobility.” 

SHM will develop the production model based on the prototype. Pre-orders are planned to begin in the first half of 2025, sales by the end of 2025, and delivery from spring in 2026 in North America.