This week at CES, Honda previewed three new EVs they plan to launch in the coming years. Two will carry the Honda badge, while the third emerges from a curious joint venture with Sony under the new “AFEELA” brand. Let’s dive into what we learned and consider what question have been raised.
AFEELA 1: Sleek, Anonymous, Overpriced
The AFEELA 1 debuted as a high-end “mobility solution,” priced between $89,900 and $102,900. Ostensibly a fastback sedan, its design is aggressively unremarkable. A full-width light bar at the front and a contrasting black roof are its only “features.” An awkward cut line on the rear fender and three bulbous sensor pods above the windshield add a touch of “why?” to the mix. These pods house the tech for Level 2+ ADAS features—though the “40 sensors” touted in the press release sound more like an arbitrary number than a meaningful spec.
Inside, the AFEELA 1 pairs a pillar-to-pillar screen with a yoke-style steering wheel, achieving a vibe that’s less “luxury” and more “tech showroom gimmick.” The car promises interactive features like a personal assistant and OTA updates, but at this price point, that feels table stakes, not game-changing. Worse still is the branding chaos: Is it the SHM AFEELA 1? Just AFEELA 1? The Sony Honda Mobility AFEELA 1? Pick a lane, people.
The AFEELA 1’s specs—300 miles of range, 150kW fast charging, and roughly 400 horsepower—don’t justify its six-figure price tag. The LED “grille” that lets you display messages like “Have a nice day” seems like a glorified bumper sticker. And from the demo footage of their expansive screens, the user experience seems dated already.
Rather than SMH, a better name for this outfit might have been “SMH”.1
Meanwhile, Honda’s 0 Series Shows Promise
In a separate CES event, Honda unveiled two new “0 Series” prototypes: the 0 Saloon and 0 SUV. Both are slated for production in Ohio by 2026 and represent Honda’s first real homegrown EVs.
The two-model strategy gives Honda some freedom to try different approaches, as evidenced by the bold and risky Saloon versus the more conventional SUV.
The SUV seems to be a sincere attempt to advance Honda’s well-established identity while instilling some daring elements – mostly the lighting and screens – that convey its high-tech, futuristic ambitions. The ultra smooth surfacing and minimalist detailing and adornments are successful. The kammback rear pillar is less so. The proportions are not bad but the hunchback tail end will not be for everyone.
The 0 Saloon, however, is the daring one. With its wedge-shaped profile, arched roofline, and spaceship-like lighting, it’s a bold statement. The rear abandons traditional glass in favor of metal and LED elements, a decision that screams “concept car energy.” Inside, both vehicles embrace buttonless dashboards, expansive screens, and ambient lighting. It’s a clear attempt to redefine Honda’s brand for the EV age.
And I can’t leave out the somewhat psychedelic concept video Honda produced to show how the Saloon is more than a car…it is your best friend. Take a peek.
Honda’s Fractured EV Strategy: Thin and Wise?
Honda’s 0 Series prototypes are exciting, but they represent just one piece of a sprawling and fragmented electrification strategy. Honda is working with GM on the successful Prologue, has launched the Sony-Honda venture to push the AFEELA brand, and recently announced a merger with Nissan—and possibly Mitsubishi. On top of that, they’re developing internal projects like the 0 Series. With so many initiatives in motion, it’s hard to imagine this isn’t creating significant confusion and disarray internally. The lack of a cohesive strategy risks wasting resources and leaving buyers scratching their heads.
Consider the lineup: AFEELA aims for the premium market, the Prologue is a mid-tier surprise hit, and the 0 Series straddles the line between futuristic luxury and practicality. For a buyer, this creates unnecessary friction. Should they trust the Nissan partnership for their next EV? Wait for the 0 Series? Or pony up for the bizarrely named AFEELA? Honda’s indecision on branding and product alignment could alienate potential customers.
Contrast this with BMW’s simple approach: one model, multiple powertrains. A buyer chooses their 3-, 5-, or 7-Series and decides between gas, hybrid, or electric. Honda’s insistence on siloing its EVs into separate projects seems not only costly but also strategically risky.
Final Thoughts
Between the AFEELA 1 and the 0 Series, Honda’s EV strategy feels like a tale of two cities. The 0 SUV and Saloon point toward a compelling future grounded in Honda’s strengths, while the AFEELA 1 looks poised to fizzle. And while the Prologue’s success proves Honda can deliver EVs buyers actually want, their fractured roadmap could dilute their efforts at a critical moment.
Here’s hoping Honda can streamline its approach before the market leaves them behind. Until then, I’ll be here, watching SHM try to make “AFEELA” happen. Spoiler alert: it won’t.
- For the less jargon-savvy, SMH is short for “shaking my head”, a gesture associated with disappointment, confusion, or disugust. ↩︎