The Afeela 1, often referred to as the PlayStation Car, has been officially discontinued after a prolonged development period. Initially introduced as the Sony Vision S at CES 2020, the Afeela 1 aimed to merge personal mobility with digital media but faced insurmountable challenges before production.
The vehicle was slated to retail at $100,000, promising a maximum range of approximately 300 miles. Competitors like the Lucid Air offered better specifications, such as a 400-mile range at a lower price. Analysts drew comparisons between the Afeela 1 and outdated gaming systems, indicating it had become obsolete before its release.
The electric vehicle (EV) market encountered significant turmoil between 2020 and 2026. These included geopolitical tensions, the suspension of federal EV rebates, and a shift in public sentiment towards electric cars, attributing a loss of initial support for EVs to political discourse surrounding their adoption.
In 2020, optimism about the future of electric vehicles prevailed, but several years later, that outlook dimmed. Government incentives dwindled, and the EV market transformed into a complex landscape affected by tariffs and negative consumer perceptions. The Afeela 1, intended to capitalize on a booming market, found itself amid these headwinds.
One of the significant selling points for the Afeela 1 was the integration of Sony’s digital media. Expectations for full autonomy fuelled excitement in 2020. However, as of 2026, the market remained devoid of mass-market, fully autonomous vehicles. This reality diminished the appeal of features tied to entertainment, as consumers already possessed multiple devices catering to their media needs.
Critique of the Afeela 1’s design also contributed to its downfall. The vehicle was perceived as bland and uninspired, failing to evoke the luxury feel expected at its price point. Despite attempts to incorporate advanced media elements, the Afeela 1 lacked stand-out characteristics in a crowded automotive landscape.
Honda, the production partner for the Afeela 1, expressed reduced enthusiasm for the project. This shift culminated in the cancellation of Honda’s planned 0 Series EVs, which could have better supported production. Amid these developments, Sony Honda Mobility (SHM) stated it would continue reviewing future business plans, but the prospects appear uncertain.
The demise of the Afeela 1 serves as a cautionary tale for emerging automotive ventures, underscoring the difficulties faced by new brands in a competitive market. The opportunity to build something innovative was met with harsh realities, marking the end of the PlayStation Car dream.
