Sony and Honda Reveal Name and Logo of New Jointly-Developed Car Brand

Sony and Honda Reveal Name and Logo of New Jointly-Developed Car Brand

Sony and Honda have revealed the name and logo of a new electric vehicle brand that the two companies are co-developing.

A prototype version of the “AFEELA” car also debuted this past week at the 2023 Consumer Electronics Show (CES) in Las Vegas.

“We aim to create a new mobility lifestyle by leading people’s hearts and minds towards an open, pleasant, and exciting experience,” said Yasuhide Mizuno, chairman and CEO of Sony Honda Mobility, upon the concept car’s unveiling at this year’s CES.

Adding: “AFEELA expresses an interactive relationship where people ‘FEEL’ mobility as an intelligent entity, and mobility ‘FEELs’ people and society using sensing and network IT technologies.”

The marque’s logo is a simple wordmark that is unaccompanied by any kind of symbol, echoing the minimalist approach taken with the design of the actual car (pictured below).

“As we reach an inflection point where the elements of a car is shifting from power and performance to software, networks, and user experiences, we re-examined the individuality and form of vehicle design up until now, and by further refining, we aimed to highlight the essential values and sublimate them into a pure and strong design,” commented Mizuno at last Wednesday’s press conference.

The recently-formed company now plans to develop a production model based on the prototype, with sales set for the end of 2025, and actual deliveries expected to start from spring 2026 in the USA, where the car will be built.

Source: Sony Honda Mobility