https://www.aexception.com/sony-enters-the-electric-vehicle-market-the-ultimate-vision-s-deep-dive/
At CES 2020, Sony unveiled its Vision S concept electric car, which was not a symbolic “show”, but actually triggered a wave of curiosity. A few years later, they actually got serious – they teamed up with Honda to launch the first mass-produced model Afeela 1. So the question is: is this really a serious electric car, or is it just a “playful” upgrade? Let’s take a calm look at Sony’s chess game from five dimensions to see if it has a chance of winning.
1. Strong technical foundation: imaging + audio + sensing, all packaged together
Sony is well-known for its sensors, especially CMOS image sensors, which are basically available to the world. The number of cameras on the Vision S has increased from 33 to 40, plus radar and lidar combined into a “Safety Cocoon”, which is not so much a safety aid, but more like the basic hardware of future cars.
When it comes to entertainment, the in-car experience has a bit of a Sony feel: 360 Reality Audio is heavily promoted, and there’s a wide central control screen that extends to the passenger seat – if this car didn’t have a steering wheel, you’d feel like you were sitting in the living room watching a movie.
2. Get on a Honda and take off
Vision S actually appeared very early, but Sony quickly stated: We will not build our own factory. To put it bluntly, we don’t plan to do the hardware ourselves. So what to do? Partnership. So Sony Honda Mobility was established. The goal is also clear – officially deliver Afeela 1 in 2026. This is no longer just a slogan, but a production line and a timetable.
From this you can see that Sony does not want to go back to the old path of car manufacturing, but wants to skip that “steel work” and go directly to the level of smart experience and brand operation.
3. The product route is very stable: from concept to home use, the steps are not chaotic
They did not just make a concept car and call it a day, but successively unveiled the Vision S 01 (sedan) and Vision S 02 (seven-seater SUV). And now the Afeela 1, this is not just a test, but the prototype of the entire product line has been built.
Does this logic sound familiar? From image sensors to PlayStation to Xperia, Sony has never been the kind of player who “takes one step at a time”. They prefer to lay out in advance and then slowly close the net.
4. “Inside the car is not inside the car”: This is the entertainment cabin you can take with you
The concept of Afeela 1 is very straightforward – it will let you play in the car the same way you play at home. The panoramic central control screen, large rear screen, AI assistant, Media Bar… some of these functions you use a lot, and some you may not know when you first get in the car. But the overall idea is very clear: it wants to make “travel” related to “playing” and “experience”, not just “driving”.
Some people say it is a mobile PlayStation, while others think it is like a running home theater. Whatever you say, at least Sony is very clear that it does not want to compete head-on with Tesla in terms of acceleration, but to find another way to increase the “experience value”.
5. Autonomous driving + service platform, wanting to do more than just cars
Currently, Vision S has achieved Level 2+ autonomous driving . Although it has not yet reached full automation, it continues to improve through OTA upgrades, and it is clearly taking a long-term approach. The point is that it is not just a “car”, but an entire travel service ecosystem (MaaS), including sharing, subscription, remote content push and other future gameplay.
Afeela 1 is more like their first step in experimenting with a new business model. Selling hardware is just the beginning, and the real battlefield may be on the service side.
�� Challenges & uncertainties: Not every tech giant can become a car company
After all, Sony is not a car manufacturer. It has many problems.
High costs and unknown returns : Not building your own factory is certainly an advantage, but it also means less control over production capacity, cost, and quality.
The market is too competitive : Tesla, Toyota, GM, and Mercedes-Benz are not stupid, and they are all working on things like autonomous driving and in-car entertainment.
Commercial returns are a question mark : Sony is indeed good at hardware innovation, but judging from the experience of mobile phones, televisions, and VR, not every new technology will eventually become profitable.
�� Summary: Will Afeela be a new starting point or a big gamble?
Sony doesn’t just want to build a car, it wants to build a platform. This is a bit like its strategy when it made Walkman and PlayStation – grabbing user time through hardware entrances and then building ecological barriers.
Afeela 1 is a ticket. If it succeeds, it can make the “car” no longer just a means of transportation, but a new “screen” in your life; if it fails, it will become a high-profile experiment with high costs.
After all, Sony is a brand that likes to explore. Vision S is their attempt to explore the future of travel, and Afeela 1 may be their first step into this field. Can it be disruptive? It’s still early, but it’s definitely interesting.
https://www.aexception.com/sony-enters-the-electric-vehicle-market-the-ultimate-vision-s-deep-dive/