We Malaysians often exclaim, “Yes ah?” when we’re caught in disbelief, and it seems Sony and Hondahave borrowed that sentiment when naming their first electric vehicle (EV): the AFEELA. Feel ah? (I know) It’s a name that might raise eyebrows, but it’s also one that feels intentional, as if it’s designed to evoke a new sense of emotion toward their EV. After all, emotionssell cars, don’t they?
The AFEELA isn’t exactly a newly announced car. It began its journey as the Vision-S concept back in 2020, with the AFEELA name revealed in 2023. But it’s come a long way since those early concept days. Now, the car is making headlines again, and it’s hard to ignore the elephant in the room: the price. The AFEELA 1 comes in two variants, the Origin, priced at $89,900, and the full spec Signature, which will set you back a cool $102,900. Those are some serious numbers, even for an EV that promises to blend cutting-edge tech and luxury.
Speaking of tech, this is where the AFEELA really tries to stand out. At CES 2025, artificial intelligence (AI) took center stage, and the AFEELA 1 is no different. It’s being marketed as an autonomy and entertainment-focused sedan, and at the heart of this pitch is the AFEELA Personality Agent. Think of it as Google Assistant, but for your car. Or, for us Malaysians, maybe something more like, “Hello Proton!” It’s the kind of feature that’s meant to make the driving experience feel futuristic and personal, but whether it’s a game-changer remains to be seen.
So what do you get for that hefty price tag? The Signature model, which will be the first to arrive, comes fully loaded with features like dual rear-seat entertainment screens, massive 21-inch wheels, and a selection of grey, black, and white exterior and interior colours. Meanwhile, the more “affordable” Origin model scales things back with smaller 19-inch wheels, no rear-seat screens, and a strict black-only colour option. Deliveries for the Signature are expected in 2026, with the Origin following in 2027.
As for autonomy, the AFEELA 1 doesn’t shy away from its self-driving ambitions. It comes equipped with 40 sensors for its driver aid systems, offering features like one-touch autonomous driving. Currently, it’s listed as a Level 2 autonomous vehicle, meaning it still requires some driver input, but there’s a chance this could improve before launch. Either way, it’s clear that autonomy is a big part of Sony and Honda’s vision for the AFEELA.
But here’s the catch: availability. For now, pre-orders are only open to customers in California, and even that requires a refundable deposit of $200. It’s a bit disappointing for the rest of the world, especially since Honda’s involvement gives the AFEELA some global credibility. Here’s hoping that wider availability becomes a reality because it would be exciting to see this EV hit Malaysian roads. Imagine taking it for a drive up to Genting Highlands, now that would make you “feel” something.
The AFEELA 1 represents an intriguing blend of technology, luxury, and ambition. Whether it can truly deliver on its promises and justify its price tag is something we’ll only know in time. For now, all we can do is watch, wait, and hope that this collaboration between Sony and Honda turns into something we can all experience, wherever we are. After all, with Honda backing it, anything feels possible.
