Honda and Sony Split: Game Over for the PlayStation Car
- Published on 26/03/2026 9:10
- Modified on 26/03/2026 9:15
The Afeela project, a symbol of an electric car inspired by the PlayStation universe, is abandoned following Honda’s strategic reversal on electric vehicles.
The project was a dream come true: merging Honda’s automotive expertise with Sony’s technological and playful universe to create a next-generation electric car, almost envisioned as a “PlayStation on wheels.” Three years after the announcement of their joint venture Sony Honda Mobility, the Afeela adventure comes to an abrupt halt.
The decision, announced at the end of March, confirms the abandonment of the Afeela models, the first of which was set to launch in California this year. The reason: a major strategic turnaround at Honda, which drastically reduces its ambitions in the electric sector. The Japanese manufacturer expects up to 2.5 trillion yen in write-downs, a financial shock that leads it toward its first annual loss in nearly 70 years on the stock market.
Honda hits reset
Devoid of the promised technologies and industrial capabilities from Honda, the joint venture simply had no viable path to market. Customers who reserved the Afeela 1, priced from $89,900, will be fully refunded.
This setback illustrates the challenges in the electric vehicle market. Demand is slowing in Europe, support policies are changing in the United States, and massive investments weigh heavily on manufacturers. Even historical players like Ford and Stellantis have had to scale back their ambitions.
For Sony, the failure is symbolic. The group joins the list of tech giants that have given up on breaking into the automotive industry, like Apple. In contrast,Chinese Xiaomi is making headway with its SU7 sedan.
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The abandonment of Afeela highlights a harsh reality in the electric vehicle market: in the face of Tesla and Chinese manufacturers, even the most ambitious alliances are no longer sufficient to guarantee success.
READ ALSO: A new H for Honda
This page is translated from the original post "Honda et Sony divorcent : Game Over pour la voiture PlayStation" in French.
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