This $100,000 EV from Sony is part gadget, part gamble and only available in California
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As electric vehicle makers struggle to remain relevant, a new competitor is about to hit California’s roads.It is stuffed to the sunroof with speakers and screens, and it’s a Sony.
Sony’s joint venture with Honda, Sony Honda Mobility, will launch a luxury EV brand called Afeela just in California this year.The sedan is a brash bet that the two old-guard brands can succeed where others have struggled.“We believe customers are looking for more than just a means of transportation” in their luxury EVs, said Sony Honda Mobility President and Chief Executive Shugo Yamaguchi in a statement to The Times.
“They are looking for technology, safety, design, and a personalized experience.” Business As the war in Iran drives up the price of oil and gas, more U.S.consumers could turn toward electric vehicles as a money-saving option.Afeela vehicles aim to do for driving what the Sony Walkman did for walking.
They have 28 speakers, wraparound screens, an AI assistant and an entertainment system for Karaoke or playing Sony PlayStation games.Even as the end of government incentives for EVs has taken the air out of the market, Sony and Honda are hoping there are enough high-end Tesla buyers who may be looking to try something different.Some EV enthusiasts have been alienated by Tesla Chief Executive Elon Musk’s affiliation with President Trump, who has strangled government support for green vehicles.In West Los Angeles, a big Afeela ad above a Tesla dealership puts the EV leader squarely in its crosshairs.
“Get stares, not glares,” the billboard reads, with a glamour shot of a sleek, silver Afeela 1.Tesla’s market share in California slipped to 48% last year from around 53% a year earlier.
Honda’s own EVs haven’t been wildly successful but their market share in California edged up to 3.8% last year compared to 1.8% a year earlier.Afeela is entering the market at a tim...