LAS VEGAS — Sony Honda Mobility will bypass U.S. auto dealers to sell its first vehicle from its new automotive brand Afeela.

The joint venture from Sony and Honda announced its plan to forgo using a conventional dealer network to distribute its midsize electric sedan during a Jan. 7 press conference at the CES 2025 expo in Las Vegas.

“We are taking a direct consumer approach to simplify the customer experience and enhance your satisfaction,” said Shugo Yamaguchi, CEO of Sony Honda Mobility of America. “All processes from reservation to sales are taken care of through our website.”

The company is following the footsteps of EV startups such as Tesla, Rivian and Lucid, who circumvented traditional auto dealers in favor of online sales and retail locations, unlike legacy automakers such as Honda.

Scout Motors, which is backed by Volkswagen, recently announced its intention to sell its EVs directly to consumers, sparking criticism from VW dealers in California who claim doing so violates the state’s franchise laws.

Honda dealers have voiced their concerns about how the JV will sell the Afeela 1 since it will be built at one of the automaker’s factories.

The high-tech EV will be assembled at one of Honda’s factories in Ohio and feature infotainment elements from various media properties such as Epic Games’ Unreal Engine. It will also rely on a super chip from semiconductor and artificial intelligence software producer Qualcomm Technologies.

The Afeela 1 will be equipped with 40 sensors — including lidar, cameras and radars — expansive interior screens and built-in AI.

Sony Honda Mobility’s first EV will be pricey

The EV will come in two trims — the Origin and Signature — that both command a sizable price point. The Afeela 1 Origin will start at $89,000; the Afeela 1 Signature will cost $102,900.

Purchase of the vehicle comes with a three-year subscription for certain functions and features. Reservations are now open and can be made through the Afeela website for a fully refundable fee of $200.

Deliveries of the more expensive Afeela Signature trim will start in the middle of 2026, with the Afeela 1 Origin arriving in 2027.

Driving range is still under development, but Sony Honda Mobility said it is targeting 300 miles.

Yamaguchi said reservations will be available only to consumers in California, where the market is most active, and gradually expand to other areas. He described the process of placing the reservations on the Afeela website as a “bridge without any hassle.”

He did not disclose the timeline for broadening sales to a national level.

Customers can visit Afeela showrooms

In addition to leveraging its website for reservations and sales, Sony Honda Mobility will open two physical locations in the second half of the year where consumers can take delivery of their Afeela 1.

The first and second delivery points – each referred to as an Afeela Studio and Delivery Hub – will be in California, in Torrance and in Fremont, providing coverage to both the southern and northern regions of the state.

The studios also will serve as Afeela showrooms where customers can test drive the EV.

“The Afeela 1 will be on display so visitors will be able to experience the brand and interact with the actual Afeela 1 vehicle,” Yamaguchi said. “Their questions will be answered by experts with extensive knowledge of its innovative features.”

Afeela EVs will rely on a partner for service

Sony Honda Mobility said it’s working with various partners to establish a comprehensive network for aftersales service.

Such collaboration, Yamaguchi said, will ensure customers are fully supported in the areas of “charging and maintenance, delivery, financing, insurance and contact centers.”

For vehicle service, the company tapped Crash Champions, a network of high-quality automotive collision repair centers with 650 locations in 38 states.

Crash Champions will provide repair and maintenance for Afeela EVs at authorized locations.

Customers will be able to book appointments and arrange payment via a mobile app, which the company said will enhance the customer experience.