Due to its metamorphic state, the autonomous vehicle sector currently exists as a nearly blank canvas for any industry or company that want to involve autonomous technology in its business. AV companies have emerged from robotics professionals, traditional car manufacturers, software developers, and logistics experts. The paradigm-shifting nature of AVs has challenged each firm to find a role for themselves in an autonomous future—and many have decided to pursue potential opportunities.
This confluence of active businesses looking for engagement in the space can create the sense that each player is competing for dominance. Certainly, the thrill of being the first to capitalize on autonomous technology motivates some stakeholders, but the variety of approaches to the problem promotes discovery and development, not stubborn opposition. As the sector matures, we will continue to see more consolidation among major and minor players. Some ventures, however, are marrying the expertise of different industries in order to tackle the enormity of an autonomous vehicle, one example being Sony and Honda’s recently announced Afeela project.
This month at CES in Las Vegas, Sony and Honda Mobility announced that they will be partnering to launch a new electric vehicle car brand, Afeela, in 2026. This announcement builds off of Sony’s EV concept, Vision-S 01, first unveiled at CES in 2020. Additionally, Afeela will further Honda’s EV ambitions as it aims to release 30 hybrid battery-electric fuel-cell vehicles by 2030.
While other companies with a background in electronics have made their own forays into the autonomous vehicle space, Afeela is carving a new path as it combines two trusted brands on a venture that will genuinely require the expertise that each bring to the table. In particular, Sony is interested in imagining how autonomy will change the scope of in-car entertainment systems and the need for new networks. Rumor has it that Afeela may include a PlayStation system integrated into the car’s operation.
Afeela is centering its approach on autonomy, augmentation, and affinity. With the support of both Honda and Sony, Afeela could go beyond hollow principles and demonstrate how major companies can bring their respective genius to the table to develop a product that is not confined to their own experience. Afeela may spur other companies interested in the autonomous vehicle space to look for partnership opportunities with major players who can cover parts of the autonomous equation where they do not specialize. Creating an autonomous vehicle is difficult, but perhaps Afeela will show that is easier with multiple experts at the table.
