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AFEELA Studio Beverly Hills Celebrates Grand Opening, Showcasing the Future of Mobility with AFEELA 1
Sony Honda Mobility of America celebrated the grand opening of AFEELA Studio Beverly Hills on Saturday, January 17, marking a major milestone for the AFEELA brand in one of the world’s most iconic destinations. Located directly across from the legendary Beverly Hills Sign, the new studio offers visitors a first-of-its-kind opportunity to explore how mobility, technology, and entertainment come together through the AFEELA 1.
The opening event welcomed guests to step inside the AFEELA 1 for guided, in-cabin experiences highlighting its panoramic displays, AFEELA Immersive Audio, and built-in entertainment apps such as RIDEVU and Crunchyroll, transforming the vehicle into a truly immersive entertainment space. Attendees enjoyed complimentary food and beverages, custom-branded phone wallets, and a live DJ throughout the day, creating a vibrant and celebratory atmosphere.
The program featured remarks from Shugo Yamaguchi, President and CEO of Sony Honda Mobility of America, and the Mayor of Beverly Hills, Dr. Sharona Nazarian, followed by a ribbon-cutting ceremony and a traditional sake toast to commemorate the occasion.
Beverly Hills is synonymous with innovation, arts, and excellence, making it the perfect home for AFEELA. This AFEELA Studio brings together cutting-edge technology, human-centric design, and entertainment-driven experiences to reimagine mobility. We’re grateful to the City of Beverly Hills and the local community for welcoming Sony Honda Mobility.
Shugo Yamaguchi, President and CEO, Sony Honda Mobility of America Inc.
Beyond showcasing advanced technology, AFEELA Studio Beverly Hills is designed as a guided, hands-on environment where visitors can explore the AFEELA 1. Guests learn about the vehicle’s design philosophy, safety systems, software-driven features, and overall ownership journey. The studio also allows visitors to understand how AFEELA fits into their broader lifestyle – not just their daily commute.
Mobility Meets Culture and Entertainment
Drawing on Sony’s deep entertainment legacy, the studio connects mobility with culture through experiences rooted in music, film, gaming, and art. From immersive in-cabin demonstrations to special events and future artist collaborations, AFEELA Studio reinforces the brand’s position as both a mobility innovator and a lifestyle-driven cultural platform.
Reservations for the AFEELA 1 are now open, with a fully refundable reservation fee of $200. Deliveries are scheduled to begin in California in late 2026.
This information is current as of the time of announcement. Please note that there may be additions or changes without notice due to various conditions.
About AFEELA
“AFEELA” represents the fusion of intelligence and emotion in motion. It’s mobility that senses you—and that you can feel. At its core, AFEELA brings to life a next-generation driving experience built on advanced sensing, interactive technology, and human-centered design. The AFEELA 1 will be the brand’s first production model, scheduled for deliveries in California in 2026.
About Sony Honda Mobility of America Inc.
Sony Honda Mobility of America Inc. is the U.S. subsidiary of Sony Honda Mobility Inc.—a 2022 joint venture between Sony Group Corporation and Honda Motor Co., Ltd. Our mission is to redefine mobility as a living, connected experience by blending Sony’s innovation in entertainment and sensing with Honda’s world-class automotive engineering. Learn more about us at shm-afeela.com and follow us on Instagram, YouTube, X, LinkedIn, and Facebook.
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