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索尼与本田的软件优先电动车赌注落幕：本田取消 Afeela 1
索尼与本田于2022年押注以娱乐为先的电动车能赢得高端买家；本田2026年的战略转向在交付前终止了Afeela 1。
索尼本田移动出行公司 (SHM)
做的是什么生意
Sony Honda Mobility (SHM) was the 50-50 Sony-Honda joint venture, established in September 2022, that designed premium electric cars under the Afeela brand, pairing Sony's software, sensors and entertainment content with Honda's engineering and its Ohio plant.
起因
Sony first teased its car ambitions with the Vision-S concept at CES 2020. In March 2022 Sony Group and Honda Motor agreed to create SHM, which was established in September 2022 under CEO Yasuhide Mizuno with a stated purpose of "evolving relationships with people through intelligent mobility"; Honda would build the cars on its e:Architecture platform in Ohio while Sony supplied the software and entertainment experience.
经过
At CES 2025 the production Afeela 1 was unveiled at $89,900 for the Origin trim and $102,900 for the Signature, with California residents able to reserve one for a refundable $200; Signature deliveries were promised from 2026 and Origin from 2027. At CES 2026 SHM announced that trial production had started at Honda's East Liberty Auto Plant, that customer deliveries would begin in the US in late 2026 with Arizona and Japan to follow, and showed an SUV concept planned for 2028.
结果
Cancelled before a single delivery: after Honda's March 12, 2026 reassessment of its electrification strategy scrapped the shared 0 Series platform's planned US models, SHM announced on March 25, 2026 that it had no viable path to bring its cars to market and discontinued development of Afeela 1 and the second model, refunding reservation deposits. On April 21, 2026 the parents said SHM's operations would be scaled down and its structure reviewed.
背景
索尼本田移动出行是索尼和本田在2022年对一个无人验证的问题给出的答案：消费者会为软件而选择电动车吗？SHM押注会——横跨仪表盘的屏幕、AI个人助理、PlayStation级娱乐和三年功能订阅会比马力更重要，而本田的工程能力和俄亥俄州工厂将让这一愿景既便宜又可靠地实现。
四年来，这一赌注看似可信。Afeela 1从CES概念车进展到起价89,900美元的量产车，加利福尼亚买家以200美元订金即可预订；到2026年CES，SHM表示已在本田东自由城工厂开始试生产，交付定于2026年底，并计划于2028年推出SUV概念车。
随后，地基崩塌。2026年3月12日，本田宣布重新评估其电动车战略，并取消了与Afeela共享平台和技术的0系列美国车型。两周后，SHM表示其没有可行的市场路径，停止了两款车型的研发，全额退还所有预订订金，并于4月与母公司达成协议，缩减运营并审查合资企业结构——在首款车交付之前就终结了这一合资项目。
这件事要成立，得有什么
- 该赌注假设索尼的软件能使汽车差异化，但本田拥有产品所需的平台、工厂和供应链。
- SHM进入了一个拥挤的9万美元以上电动车细分市场，恰逢美国需求降温、税收优惠消失以及中国竞争对手的降价压力加剧。
- 双母公司结构使得一方可以单方面改变业务方向，本田于2026年3月就这么做了。
- 可退还订金而非约束性订单意味着早期的热情可以在没有商业后果的情况下反悔。
可借鉴之处
建立在母公司平台上的合资企业继承了母公司的风险：本田的战略转向剥夺了SHM所需的资产，导致汽车在交付之前就夭折。
后续进展
截至2026年4月21日，Afeela尚未交付任何一辆：SHM于2026年3月25日停止了Afeela 1和第二款车型的开发与推出，并全额退还预订订金。索尼、本田和SHM随后表示将缩减该合资企业的运营并审查其结构，原则上员工将回到母公司，而三方继续讨论在出行软件领域的未来合作。该合资企业并未正式解散，但已无产品，也没有公布后续路线。
资料来源
- Sony and Honda's Afeela electric car will start at $89,900
- SHM Afeela 1 unveiled: tech brand Sony's first car, with a little help from Honda
- Sony and Honda's Afeela EV will start customer deliveries in late 2026
- Sony and Honda's dream to make an EV is dead
- Sony Honda Mobility pauses Afeela project after Honda decision
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