Sony and Honda’s SHM joint venture is halting the Afeela 1 electric sedan and the unnamed Afeela SUV concept as Honda recalibrates its EV strategy amid slower demand and doubts about a viable path for the planned models.

Pre-orders had already been opened, with a $200 full refund offered to order holders as the program folds.

The Afeela 1 was unveiled as a prototype at CES 2023 and its production specs were shown at CES 2025, with an original mid-2026 production target; it promised a dual-motor system over 400 horsepower, about 300 miles of range, and pricing starting at $89,900 for the Origin trim (up to $102,900 for Signature).

The reporting notes skepticism about media-heavy car environments, questioning feasibility and safety of integrating extensive external displays in vehicles.

Despite demand headwinds, some U.S. retailers report interest in EVs amid high gas prices and a desire for more domestically oriented alternatives to combustion engines.

The pause underscores the challenges newcomers face in the capital-intensive EV sector and the need to adapt quickly to evolving consumer preferences.

Critics pointed to bland styling and modest performance, raising concerns about Afeela’s market impact despite backing from major tech players.

The coverage references The Drive’s updates and provides sources for further details, inviting tips and information.

The halt serves as a cautionary tale about tech-auto alliances, highlighting the difficulty of aligning consumer electronics speed with automotive safety, compliance, and manufacturing realities amid intensifying competition.

The episode reflects the risk of overpromising disruption from flashy collaborations without substantive product substance.

Tone emphasizes a sarcastic, critical view, arguing the failure stems from branding, pricing, and product strategy missteps rather than the broader EV transition.