Sony Honda Mobility opens AFEELA Studio in San Diego to demonstrate the AFEELA 1 electric sedan

A new showroom-format space at Westfield UTC

Sony Honda Mobility of America has opened an AFEELA Studio in San Diego, creating a public-facing venue where shoppers can experience the AFEELA 1 electric vehicle through guided, in-cabin demonstrations. The studio is located at Westfield UTC and is positioned as an immersive introduction to the company’s first production model under the AFEELA brand.

The San Diego opening event took place on Saturday, January 10, 2026, running from 10 a.m. to 7 p.m., and included a ribbon-cutting attended by company leadership. The activation also featured live music, refreshments and branded giveaways as part of a launch-day program designed to draw foot traffic and provide extended time inside the vehicle.

What visitors are being shown inside the vehicle

At the center of the experience is a guided tour inside the AFEELA 1 that emphasizes entertainment, connectivity and cabin technology. Demonstrations highlight the vehicle’s panoramic display approach and an in-cabin audio experience branded as AFEELA Immersive Audio. The company also showcased built-in apps intended for in-car use, including RIDEVU and Crunchyroll, underscoring a strategy that treats the cabin as a software-defined environment rather than a traditional dashboard-and-console layout.

The studio concept follows earlier California showcases and reflects a broader retail pattern among EV makers: limited-footprint physical spaces that prioritize demonstrations and education while steering customers toward online reservations.

• In-cabin interactive sessions led by staff providing feature walkthroughs
• Demonstrations focused on displays, audio and integrated apps
• On-site assistance for customers interested in reserving the vehicle online

AFEELA 1 pricing, reservations and timeline

The AFEELA 1 is offered in two trims: AFEELA 1 Origin and AFEELA 1 Signature. Pricing starts at $89,900 for the Origin and $102,900 for the Signature. The company is taking reservations with a fully refundable $200 reservation fee.

For buyers, timing remains a central question. The company has stated that deliveries are scheduled to begin in California in late 2026. Earlier company announcements around the vehicle’s market rollout have referenced mid-2026 deliveries; the current delivery message associated with the San Diego studio opening specifies late 2026.

The AFEELA Studio format is designed to let shoppers spend time inside the vehicle with guided explanations, with reservations handled online and delivery expected to begin in California in 2026.

Why a San Diego studio matters in the EV retail landscape

Opening at a high-traffic shopping destination places AFEELA’s product story alongside mainstream consumer retail. For San Diego-area shoppers, the studio provides a rare opportunity to sit in the AFEELA 1 and evaluate its screen-centric interface and entertainment features before deliveries begin. For the company, it also functions as an early on-the-ground test of consumer interest, questions and expectations in a market segment where pricing places the vehicle in the luxury tier.

The studio launch indicates that Sony Honda Mobility is continuing to expand hands-on access points in California while the AFEELA 1 moves toward initial deliveries later in 2026.