Sony, Honda unveil their new car brand at CES 2023

Honda Motor Co. and Sony Group Corporation have previously signed a joint venture deal to produce electric vehicles. For their project, they have formed Sony Honda Mobility Inc. (SHM) and are now introducing their new brand called “AFEELA.”

Sony and Honda Motor are set to unveil the prototype of their Afeela electric vehicles at the Consumer Electronics Show 2023 (CES), which is taking place this weekend in Las Vegas, Nevada in the United States. The companies shared that their new EV has been fitted with Qualcomm technology.

The partners described their joint prototype creation as a new kind of mobility. Sony stated this week that, along with Honda Motor, they would build the new Afeela EVs. With this cutting-edge product, the company put to use its wide array of entertainment content and hopes to become one of the major players in the next-generation line of vehicles.

As per Reuters, CES also held an online event prior to the physical opening at the Las Vegas Convention and World Trade Center on Jan. 6. During the event, Sony shared glimpses of its Afeela electric car, which featured rounded curves on corners and a black roof.

The Japanese tech firm confirmed that the EV would have hardware from Qualcomm Inc., such as the Snapdragon digital chassis. The American semiconduction company announced on Wednesday, Jan. 4, that it has launched a new processor that was named the Snapdragon Ride Flex SoC.

The firm said that this chip handles both assisted driving and cockpit functions, including entertainment. In the past, these functions were operated and controlled on different chips, and with them being in one place, this part can help reduce the costs.

“The car is becoming increasingly connected and intelligent, and how we experience our vehicles is changing,” Qualcomm Incorporated’s president and chief executive officer, Cristiano Amon, said in a press release. “The Snapdragon Digital Chassis serves as the foundation for next-generation software-defined vehicles, enabling new mobility experiences and services. We are excited to collaborate with Sony Honda Mobility to deliver on our shared vision for the car of the future.”