Under a new brand called “Afeela,” the Japanese electronics and media conglomerate is partnering with Honda to produce a new electric vehicle from 2026 onward, which will more than likely be built at Honda’s facilities in the US to take advantage of new EV tax credit rules. | Image: Getty

It’s easy to be cynical about Sony’s entry into the automotive world. Even the name — Afeela — evokes more eye rolls than serious expressions. But here’s why you should take it seriously. 

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