New Mobility For SoCal
At this year's Consumer Electronics Show, Sony Honda Mobility Inc. (SHM) introduced the world to its first automobile offering, the AFEELA 1. For many in attendance, there was only one follow-up question: 'Where can I get one?'
The answer is right here in Southern California. The innovative vehicle, born of a collaboration between electronics giant Sony and longtime auto manufacturer Honda, AFEELA 1 is now available to experience at their new location in the Century City Westfield Plaza for a six-month showcase (with reservations now available online and deliveries beginning by mid-2026). California residents are the only people on the planet who can reserve the AFEELA 1, making this an exclusive opportunity for the state's drivers to experience the future of mobility before the company expands. But what makes AFEELA 1 - and its upending of the typical driving experience – so special?
AFEELA 1 is not just a car; it's a bold reimagining of the relationship between people and mobility. A seamless blend of advanced driving software, hardware, entertainment options and sustainably sourced materials, SHM has crafted a vehicle that promises to grow with its users and offer a next-level driving experience. It isn't about getting from point A to point B; it's about creating a journey that's safe, secure and less stressful, thanks to its Advanced Driver Assistance Systems (ADAS) and a bevy of interactive features designed for communication and entertainment.
AFEELA 1 revolutionizes driver and passenger experience. A design philosophy underscoring driver and passenger experience creates stunning visuals and audioscapes. The Panoramic Screen offers high levels of visibility, intuitive operation and both on-road information and entertainment. Sony's advanced 360 Spatial Sound technology offers immersive audio experiences and passengers can enjoy videos, music and content. The entire interior functions like an immersive private theater.
Innovation also lies in its Intelligent Drive system, powered by 40 sensors on the vehicle and optimized by AI technology. Views of system information are unencumbered due to the uniquely shaped steering wheel and safety features even include a weather-proof digital rearview mirror.
AFEELA 1's design philosophy centers around the harmony you'd expect from the collaboration between the two companies, with a flowing 'oval' theme that permeates both its exterior and interior. A sleek shape offers a timeless-yet-modern sensibility that defies the passé. The tech collaboration between Sony and Honda is apparent even on walkup to the AFEELA 1, as the front 'Media Bar' allows for owner customization, displaying messages to drivers and others and allowing individual personalities to shine. While luxe in feel, approximately 70% of the interior surfaces in the AFEELA 1, including seats, door skins, the dashboard and even mats are made from plant-derived and recycled sources, underscoring SHM's commitment to sustainability.
AFEELA 1 is now available in two trims: Origin (which starts at $89,900) and Signature, the latter featuring 21-inch wheels, a rear entertainment system, a Center Camera Monitoring System and starting at $102,900 - either can be reserved exclusively by California customers now for a fully refundable $200 fee. Both price points include a complimentary three-year subscription to several features, including the company's Level 2-plus driver assist and an AI-powered personal assistant.
As a bonus for U.S. buyers, the vehicle is compatible with the North American Charging Standard (NACS), ensuring ease of charging anywhere. The launch colors include Core Black, Tidal Gray and Calm White.
SHM launching its first Southern California showroom in Century City demonstrates the company's belief in the state's forward-thinking focus on mobility. In addition, locations in Torrance and Fremont are opening AFEELA Studios and Delivery Hubs in the second half of the year, with much fanfare surrounding both locations.
As AFEELA 1 prepares to make its mark on California, it stands as a testament to what can be achieved with innovation and willing early adopters. For those looking to be part of this exciting journey, the doors are now open for reservations, heralding the arrival of a new chapter in the story of mobility.
Make a demo appointment at the Century City showroom here.
Reserve your AFEELA 1 here.
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Plug-in Suzukis are coming but due to India being far and away the vehicles division's number one market (almost as vital as the USA is to Subaru), electric cars have not been a priority. Increasingly they will be. Maruti Suzuki (MSIL) is under constant attack from three main challengers. Recently Mahindra turned the tables on Hyundai and Tata by grabbing and holding on to second place in passenger car sales. Still the Indian-Japanese JV holds some 40 percent of the local market, down from more than half. Yet everything is changing in this now giant market. Gone are the days of outdated Maruti models, and here in Europe we too will increasingly benefit from MSIL's new-tech cars and SUVs. Even now, the Japanese market's Fronx and Jimny Nomade (five-door) are sourced from India. The e Vitara, Suzuki's first global EV, is coming our way too, as is the Urban Cruiser, a rebadged variant for Toyota Motor Europe. Four models for the UK Leveraging the well-known Vitara name could be a masterstroke for what is a small brand in the UK and the region we are part of. Suzuki may be a medium-sized OEM overall but it's only a minor one in Britain. And yet such is the reputation for value, reliability and longevity that resales tend to be strong. After a culling of certain models a while back, there are now only four models available here: Swift, S-Cross, Vitara and Across. The last of those costs almost fifty thousand pounds, a stunning amount for a Suzuki. All others start below thirty grand, or twenty in the Swift's case. Priced from GBP27,299, the cheapest Vitara is £750 less than the entry level S-Cross, with Motion and Ultra trim levels (as well as a production plant) in common. There is no higher model grade with the Hybrid, which means just one variant and pricing a little below the top-spec Mild Hybrid. See below for specifics of each. 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This is in fact two panels and they slide to reveal a vast space (well, 56 cm is vast for a car that's only 4.1 m long). It's a terrible shame that the light-coloured and too-thin sunblind is ineffective - a proper black-out one is needed. MHEV has more power than HEV The 48V MHEV which I had temporary custody of has more power than the HEV. With the mild hybrid, a 95 kW (129 PS) and 235 Nm 1.4-litre engine is boosted by a 10 kW (14 PS) and 53 Nm motor. Drive can be to the front or both axles. The stated WLTP average is 53.2 mpg (FWD). The AWD press vehicle returned 52.1 from a mix of city and motorway journeys. Choose the 140V Hybrid instead and you'll get Suzuki's K15C, a naturally aspirated 1.5, also with four cylinders. Outputs are 74 kW (101 PS) plus 24 kW (33 PS) and 60 Nm from the motor. Combined power for what is officially known as the 'Full Hybrid' is 85 kW (116 PS). The 0-62 mph time is 13.5 seconds, 4.0 more than the MHEV. How is it to drive? For a car that's so old the Vitara isn't at all bad to drive. Every mandated safety system is the opposite of intrusive, and sure, it rolls around if you push hard but why would you? Off-road, this has always been a highly capable 4x4 too, though less so as a 4x2. The wheelbase may be on the short side yet the ride is good and the suspension has long travel. If only the steering had better feel. And yet nobody could dislike this vehicle due to its rather wonderful almost timeless appeal. Conclusion Would I buy one? Definitely. For what you pay, there is a terrific amount of value, and compared to almost any EV, oodles of character. I hope Suzuki keeps the updates coming every few years and that production continues for another decade."The decade-old Suzuki that trumps EVs" was originally created and published by Just Auto, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. 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