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Afeela, a mobility brand jointly created by Honda and Sony
IT companies are actively participating in mobility. Through the 2023 CES, you can read that this trend is no longer unfamiliar. Various IT brands introduced new products and technologies that will lead future mobility (an extended concept of automobiles).
The active advancement of mobility by IT companies is largely to equip them with hardware that can implement their own entertainment functions. In other words, movement through autonomous driving is basic and coveting its role as a place to enjoy. Just as Apple and Google created a new ecosystem using smartphones, they are looking for another alternative in mobility.
Sony didn't fall into this category either. Together with Honda, they introduced a new mobility brand, Afeela, and unveiled a prototype of the first electric car that will launch in North America in 2026. It can be seen as a phone type of the Vision-S, which was put on the same stage three years ago, and with the help of Honda, who has rich experience in the automobile industry, it has become a more complete form.
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Since the purpose is to exchange information through human interaction, we approached it in a different way from existing cars. Three themes of autonomy, augmented reality, and mutual friendliness were implemented. The most notable thing about the exterior is the long light. It is called the Media Bar, through which various messages can be delivered to the driver.
The interior, equipped with a yoke steering wheel and a super-large monitor, also focuses on communication with the driver. Not only the driver's seat, but also the passengers in the second row were considered to enjoy a variety of information and enjoyment. The color and design were simplified as much as possible to reduce the obstruction to information exchange.
The technical aspects have not been disclosed yet. There is a possibility that it will be implemented through the platform of Honda or GM partnering with Honda. The target for autonomous driving has been disclosed. It is a level 3 level that allows autonomous driving on highways. In more complex urban areas, it is expected to reach Level 2+ levels. It is developed by adopting the SoC of Qualcomm Snapdragon Digital Chassis. To this end, it is equipped with more than 45 sensors, including cameras, radars, ultrasonic sensors, and lidar.
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The prototype unveiled this time is a model that reflects the direction in which users experience interactive mobility and connect people and society through artificial intelligence technology. In the future, after going through various types of tests, a pre-contract will be made from mid-2025, and it will be on the market in 2026. It will be sold first in the US and then delivered to customers in Japan and Europe.
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