Sony has been revealing details about its Afeela brand, launched in partnership with Honda, since launching its electric car in 2023. But it wasn't until today that Sony announced an important detail. Sony CEO Kenichiro Yoshida announced on Monday at the 2025 US Consumer Electronics Show (CES2025) that the starting price of the four-door Afeela electric car will be US$89,900. The Sony-Honda brand will also launch a high-end model with a starting price of US$102,900, so the price will be higher.

At today's CES conference, Sony Honda Mobility announced pricing and pre-order details for the Afeela. The car will be available in two configurations: the $89,900 Afeela 1 Origin and the $102,900 Afeela 1 Signature. The price includes a free three-year subscription to various in-car features, including the company's Level 2+ driver assistance system and artificial intelligence personal assistant. Pre-orders start today, and interested buyers can put down a refundable $200 deposit to get in line.That means the Afeela, with its sleek sedan looks and plenty of in-cabin touchscreens, is getting closer to becoming a car you can actually buy.
Both versions of Afeela will include a three-year free subscription to certain functions and features. The company also announced the opening of bookings for the Afeela electric car. Customers in California only pay a refundable $200 fee to reserve.Afeela is a four-door all-electric sedan designed to combine the reliability and manufacturing prowess of Honda with all the infotainment and software capabilities of Sony Entertainment Technologies. In an early concept car shown in 2023, the car had a movie theater-like display, plush seats and a yoke-like steering wheel. There are also some other odd concept-like details - or lack thereof - such as the lack of door handles.The production version will likely be tweaked to be more realistic. For example, some kind of door handle. But the interaction between software and hardware (such as sensors and screens) will be the protagonist. More details about Afeela are expected to be announced at another CES press conference on Tuesday.