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Sony Honda Mobility Unveils Afeela Electric Car with Unique Features: Media Bar, AI for ADAS, and More

Sony Honda Mobility is set to release its Afeela electric cars in 2026, but the company is already showcasing some exciting features. During a recent visit to Sony’s PlayStation headquarters in California, I had the opportunity to see the unique Sony features on the Afeela. One standout feature is the “media bar” located on the hood of the car, just above the bumper. This customizable display can show personalized messages, logos, and even birthday greetings. The car also boasts advanced safety features, including AI for ADAS and cameras that can detect obstacles like pedestrians.

In collaboration with Epic Games, Sony and Honda are developing new entertainment and gaming features for the Afeela that utilize virtual space. This partnership allows game developers to create applications and services that run on top of Afeela’s computing platform. Additionally, Microsoft is working with Sony Honda Mobility to develop a conversational personal agent using Microsoft Azure OpenAI Service.

Another exciting collaboration is with Polyphony Digital, the game studio behind the popular Gran Turismo racing games. Together, they are developing vehicles that integrate virtual and real elements. I had the chance to try out a simulator developed by Polyphony Digital, which effectively simulated the technology found in the Afeela.

The Afeela’s AI for ADAS dashboard utilizes sensing devices and AI technology, including Qualcomm Technologies’ high-performance SoCs for automotive applications. This system provides an immersive experience by combining external environmental conditions with augmented reality (AR). Sony Honda Mobility will also provide a 3D map overlaid with extensive metadata from the internet, opening up possibilities for gaming and entertainment features.

Safety is a top priority for Sony and Honda, and they are working on technology that allows front-seat passengers to watch movies or play games without distracting the driver. While specifics about the viewing angle were not provided, Raisu Williams, a product specialist at Sony Honda Mobility, confirmed that the company is actively working on this feature.

The Afeela offers a unique entertainment space for passengers. The rear seat features screens where backseat passengers can watch TV, movies, play games, or listen to music. Sony Honda Mobility is also working on a three-passenger playback option, allowing all three passengers to watch the same content simultaneously.

Opening the Afeela’s doors is a unique experience as well. Rather than traditional door handles, the car features a button to open the doors. Additionally, users can open the doors using their smartphones. Once inside, the seat and steering column automatically adjust to the driver’s preferences.

The Afeela’s interior is designed with gamers in mind. The main screen is a “panoramic” display that stretches from end to end, providing essential information without distracting the driver. For backseat passengers, there are individual screens for entertainment purposes. The Afeela’s steering wheel is reminiscent of a gaming controller, with buttons for driver assistance functions. The pillars of Afeela’s design philosophy include augmentation, autonomy, and affinity.

Augmentation allows users to customize their Afeela, creating a unique and personalized experience. For example, users can display their favorite cafe on the screen, change themes, and adjust ambient lighting. Sony Honda Mobility plans to expand branding options beyond their own games in the future.

Autonomy is a key focus for Sony Honda Mobility, aiming for Level 3 autonomy and Level 2+ in various driving situations. The car’s cameras, sensors, processors, and AI technology contribute to improved safety and recognition of conditions. Affinity refers to the platform created by Sony Honda Mobility, enabling creators and developers from around the world to freely express themselves and showcase their creations within the car.

Although I didn’t have the chance to drive the real Afeela, I did get a taste of what it feels like through the simulator. The simulator provides a virtual driving experience that closely mimics the real car, including city driving scenarios. From my time with the simulator, I could tell that the Afeela is going to be an impressive machine, especially for gamers.

In conclusion, Sony Honda Mobility’s Afeela electric car offers a range of unique and exciting features. From customizable displays to advanced safety technology, the Afeela aims to redefine the relationship between people and mobility. Collaborations with Epic Games, Polyphony Digital, and Microsoft further enhance the car’s entertainment and gaming capabilities. With a focus on customization, autonomy, and affinity, the Afeela provides a personalized and immersive experience for both drivers and passengers.

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