Honda JV Opens California Afeela ‘Studio’
Temporary mall location comes as brand faces lawsuit from state franchised dealers
Honda's U.S. division partnered with Sony Group Corp. to create the Afeela auto brand.
Honda
A Honda joint venture that’s made a luxury electric car opened a temporary “studio” in Silicon Valley.
The Afeela brand pop-up in San Jose will operate for six months, according to Sony Honda Mobility of America, the venture between Honda’s U.S. division and Sony Group Corp.
Consumers can engage in “hands-on” demonstrations of the Afeela 1 model at the studio, which recently celebrated a grand opening.
The development comes as the venture faces a lawsuit by California auto dealers over its direct sales. The California New Car Dealers Association filed in the suit in August, claiming Afeela sales illegally bypass franchised dealerships.
“CNCDA has sued Sony Honda Mobility and American Honda for violating California law by competing with Honda and Acura franchisees. It is unfortunate that another Afeela “studio” has opened in San Jose," said association President Brian Maas. "Hopefully the courts will soon agree with us that this illegal sales activity must cease immediately.”
A spokesman for Afeela didn't immediately respond to a request for a statement regarding the lawsuit.
The brand's San Jose studio is located in shopping mall Westfield Valley Fair. An announcement of its grand opening says reservations for its electric car come with a refundable $200 deposit and that deliveries are scheduled to start in California some time next year.
The venture earlier announced California Afeela studios in Torrance of Los Angeles County's South Bay area and in Fremont in the San Francisco Bay area.
The joint venture says the Afeela brand represents a mission to “bring mobility and entertainment closer together” and "redefines the in-car experience" with an artificial intelligence-powered “personal agent” and Sony 360 Spatial Sound.
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