The dream of a Sony-branded electric car has officially run out of road, ending a project that once promised to blend consumer tech with automotive engineering. Sony Honda Mobility has confirmed it is pulling the plug on the development and launch of its entire EV lineup, including the Afeela 1 sedan set to arrive later this year, along with a follow-up SUV previously penciled in for 2028.

The decision effectively collapses the joint venture formed in 2022, which aimed to combine Sony’s software and entertainment ecosystem with Honda’s manufacturing backbone. What once looked like a credible attempt to rethink the in-car experience has instead unraveled before a single production model reached customers.

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The project’s demise traces directly back to Honda’s sweeping strategy reset announced earlier this month. The automaker pulled the plug on several key EV programs, including the Honda 0 Saloon, the 0 SUV, and the Acura RSX crossover, all of which had been planned for North America.

As Honda pivots away from its previous electrification targets to stem a projected 2.5 trillion yen ($15.7 billion) loss, it has withdrawn the technical assets and dedicated platforms that Afeela was supposed to use. Without the automaker’s hardware support, the joint venture admitted it does not have a viable path forward to bring the models to market as originally planned.

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The news comes shortly after Sony Honda Mobility of America announced the grand opening of the Afeela Studio and Delivery Hub in Torrance, California, on March 16. Instead of taking delivery of the Afeela 1, those who placed reservations for the electric sedan will receive full refunds.

Is It Game Over For Sony?

Sony’s push into the automotive space began with the Vision-S 01 and Vision-S 02 prototypes, unveiled at CES in 2020 and 2022, with the intention of evolving into production models. In 2022, Sony partnered with Honda to form the joint venture that would bring that ambition closer to reality.

The Afeela brand name was introduced at CES 2023 alongside an early prototype. By CES 2025, the production version of the electric sedan debuted as the Afeela 1, with reservations opening via a refundable $200 deposit and a target price of $89,900.

More: After Honda Kills Three EVs, Afeela Tries Something Shiny While It Still Can

The last chapter was written at CES 2026 with the unveiling of the Afeela Prototype 2026, which was intended to evolve into a production SUV by 2028. In March 2026, the company also revealed two art cars based on the Afeela 1 in collaboration with Matt Copson and Hajime Sorayama, though by then the project was already on borrowed time.

In its announcement, the company stated that Sony Honda Mobility will continue discussions with Sony and Honda regarding its future business plans. Whether it can repurpose its technology and resources, or whether this venture will stand as a costly experiment, remains unclear.

Just days after Acura and Honda killed three upcoming EVs, Sony Honda Mobility quietly announced a new art car based on the Afeela 1. It was created in collaboration with Japanese illustrator Hajime Sorayama, who is best known for creating sexy robots.

That’s an unlikely combination, but it spawned the dull sounding “Afeela prototype tuned up by Hajime Sorayama.” The model was unveiled over the weekend at a museum in Tokyo celebrating the artist’s work.

More: Honda Cancels 0 Sedan, 0 SUV, And Acura RSX EVs

SHM didn’t say much about the art car, but noted it “embodies the concepts of light, transparency, and reflection.” That’s not a lot to go on, but it appears the model has been given a chrome wrap as well as special Sorayama badging. We can also see deep tinted windows as well as gray tires and blue lights.

In a brief statement, Sorayama said: “I’ve always been fascinated by machines, so it was a real pleasure to take part in designing a car. I aimed to give it an analog sensibility that hints at a near-future vision. I’m especially proud of the moiré effect on the wheels.”

Besides the art car, SHM used the event to launch Afeela’s first-ever apparel item. It’s a black silkscreen t-shirt that features layers of ink showing the car. The shirt costs ¥11,000 ($69.15) and will be offered in limited quantities at the museum.

A Second Art Car

Closer to home, SHM teamed up with artist and director Matt Copson to introduce a separate art car at Frieze Los Angeles. It’s been covered in a “reflective material… commonly found on emergency vehicles and signage.” As a result, it looks like it’s been coated in glow-in the dark silly string.

The car was accompanied by limited-edition tote bags and will eventually be shown at Frieze New York in May.