Mazda Planning A U.S. Expansion, Despite Money Problems

With Honda's cancellation of its own planned EV product lineup, the 0 Series Saloon, 0 Series SUV, and Acura RSX, Sony Honda Mobility has announced the cancellation of their first and second models under the Afeela brand. The Afeela concepts were unveiled at the 2023 Consumer Electronics Show to much fanfare, however expect high pricing amid a global electric vehicle pullback rendered the Afeela brand unviable. The Afeela 1 sedan entered production late last year based on Honda's 0 Series EV architecture, at Honda's assembly plant in East Liberty, Ohio.  It is unclear how many Afeela units have been produced.  Honda said "The underlying assumptions of [Sony Honda Mobility's] business operations such as the utilization of certain technologies and assets planned to be provided by Honda were fundamentally altered."  Sony and Honda will review the business direction of the partnership. Sony Honda Mobility was established in 2022 as a way to blend the electronics and automotive expertise of the two iconic Japanese brands. Related: CES 2023: Sony and Honda Unveil their Joint EV Car Brand and Prototype - Afeela 2023 Afeela Concept - Gallery View full article

Short sighted vision, GM incurred costs to stop / slow down EV production not because it was costing them money as they were at a breakeven point.  Honda was smart to team up with GM and could move forward, but again short-sighted view makes me think Honda Automotive is not long for staying independent in this new era.

This is disappointing. I really like the looks of the Prologue compared to its GM counterparts. I am keeping an on eye on local ones because they've depreciated so damn much. I'd love to get into one of these. I need to get to my closest Honda dealership to test drive one. 

I also saw that the Sony Honda Mobility EVs have been canceled now too. SHM is a dead thing along with anything EV for Honda.  Going to be interesting to see if Honda can survive on its own going down the next 10 years for the auto industry. I also see Mazda not staying independant for long especially with the major class action lawsuit on Mazda CUVs.

I understand that this is an overall really cool and likely fun vehicle, but its aesthetics just don't do a damn thing for me. I lose all interest just on the exterior design.