While there’s plenty of automotive news to go around at CES 2025, far and away, the talk of the show is the Afeela 1. Again. For five years now, Sony has been showing off some variation on this same theme, first as the Vision-S in 2020, then the Vision-S 02, before adopting the unfortunate rebranding to Afeela in 2023, and this year finally to Afeela 1.
Along the way, the car lost what little interesting styling it had while sticking true to some specifications that sounded good five years ago. Everything just feels a bit off, not the least of which is its starting price: $89,900.
I got a chance to get up close and inside the car, a demo that began with another explanation of what Afeela means. It’s a sort of overwrought portmanteau for the words autonomy, augmentation, and affinity.
This year’s Afeela 1 is little changed from last year’s numberless show car. The only significant visual update is found in the sensor pod protruding from the leading edge of the roof. A LiDAR module now stands proud, along with a couple of cameras on either end, staring in opposite directions chameleon-style.
While the bug-eyed look is not particularly charming, it is the only bit of visual character in an otherwise bland design. The lone other external talking point is the display embedded in the leading edge of the hood. This “media bar” is another thing that seemed novel and fun a few years ago on a concept car.
It’s supposed to welcome you to the car or provide messages to those around you. But it’s hard to read from afar, and up close you can see the unfortunate seam down the middle where two panels were somewhat crudely joined together to form the thing.
To open the driver’s door, you either tap a button in the app or press a small button embedded in the pillar. There are no door handles to pull, not even a token fin like on the Ford Mustang Mach-E. I couldn’t help asking what do you do if you park in an ice storm and the door is frozen shut. I wasn’t given much of an answer.
Those doors open to a space that’s every bit as understated as the exterior except for one thing: the dashboard-spanning display. It’s vibrant and clear and about the only thing in here that reminded me that this is a Sony product. Well, that and the DualSense controller that you can pair to the car and then fire up PS Remote Play while you charge.
And you’ll need something to do because the maximum charge rate of the Afeela 1 is 150 kW for its 91 kWh battery, which provides an estimated 300 miles of range. Compare that to a cheaper Lucid Air, which can charge twice as quickly and cover over 400 miles on a charge and you begin to see the real problem with this thing.
That display plus the ambient lighting within the car are all comprehensively customizable, with the same sorts of themes available on the PS5. I sampled the Ghost of Tsushima and Fortnite themes, each of which splayed the interior in the proper series of colors, adding a splash of personality to the otherwise vanilla surfaces.
That big display is the major talking point, but look a little lower and you’ll spot the world’s largest volume knob situated between the seats. It’s bigger than the iDrive knob on most modern BMWs, yet only controls the output of the 28-speaker Dolby Atmos sound system.
The software interface, meanwhile, looked largely unfinished, little more than a two-row grid of oversized boxes representing apps, settings and car controls. Given the width of the display, vital controls can easily stretch beyond the driver’s reach, leaving you to drag the whole array back to the left to get what you need.
After so many years of seeing what Sony’s first car would really look like, I couldn’t help feeling disappointed when I climbed out. But not nearly as disappointed as I was when looking down the spec sheet again.
There are two trims of Afeela 1, the $89,900 Afeela 1 Origin and $102,900 Signature. The latter has larger wheels (21-inch vs. 19), a rear-seat entertainment system (displays embedded in the headrests plus an HDMI input) and additional cameras. The Origin, meanwhile, is only available in black.
Seriously.
Why Sony would even think about launching a $90,000 car that is only available in black is beyond me. Spend the $13,000 more for the Signature model, and you still only get three forgettable shades: white, gray and black again.
In the Origin we have a car that costs $20,000 more than a Lucid Air Pure but has considerably less range and slower charging speed. Go for the $102,900 Afeela 1 Signature trim, and you’re now spending more than a Porsche Taycan, which admittedly has less range but looks far better and will almost assuredly be the more engaging drive.
Five years ago, Sony’s vehicular aspirations made for an odd but intriguing project. Now, it all just seems misguided. How will it feel in another 12 months when the first cars start rolling off from Honda’s Ohio factory? That’s anyone’s guess, but I can’t imagine tomorrow’s market will look any more kindly upon this vehicular curiosity.
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