Sony Honda Mobility New Brand, AFEELA, Announced
Sony Honda Mobility Inc. (SHM) announced its new brand “AFEELA”, and unveiled a prototype as a new type of mobility, at CES® 2023 which opens to the public in Las Vegas, Nevada, USA and online from January 5, 2023 (Thursday) local time.
Prior to the public unveiling, Representative Director, Chairman and CEO Yasuhide Mizuno took the stage at a press conference held on Wednesday, January 4 (local time).
SHM has announced its new brand “AFEELA” that represents “FEEL,” which is at the center of the mobility experience. AFEELA expresses an interactive relationship where people “FEEL” mobility as an intelligent entity, and mobility “FEELs” people and society using sensing and network IT technologies.
The design of this prototype aims to create a new value standards for mobility. As we reach an inflection point where the elements of a car is shifting from power and performance to software, networks, and user experiences, we reexamined the individuality and form of vehicle design up until now, and by further refining, we aimed to highlight the essential values and sublimate them into a pure and strong design.
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