Business model evolution: Outpacing opportunities

In March 2022 Sony and Honda signed a memorandum of understanding to establish a joint venture to develop an electric vehicle that would combine Honda’s car-building expertise with Sony’s skillset in imaging, sensors, communication, networking and entertainment technologies for the vehicle’s travel and service platform. Despite being a leading player in the automotive industry for decades, Honda had recently fallen behind its competitors in one crucial area – the development of EVs. Sony, while successful in image sensor and content IP, had also entered the EV market. Given the competitive landscape of EVs, it was not surprising, in view of the two giants’ complimentary expertise, that they decided to cooperate and establish Sony Honda Mobility. The newly formed joint venture had a bold purpose: “Move people, through the pursuit of innovation with diverse inspirations.” In January 2023 Sony Honda Mobility unveiled the world premiere of its prototype electric car − the Afeela – in Las Vegas at the Consumer Technology Association’s annual trade event, CES. With plans to hit the North American market in 2026, the Afeela was set to revolutionize the way people perceive electric mobility.

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