Sony Honda Mobility (SHM) has unveiled two strikingly designed art cars—one in Tokyo with Japanese illustrator Hajime Sorayama, and another at Frieze Los Angeles with artist Matt Copson—just after Honda canceled three planned electric vehicle models. The move appears to be a deliberate attempt to maintain buzz around the Afeela brand while scaling back production plans.
Sorayama’s Chrome Vision
The first collaboration, revealed at a Tokyo museum celebrating Sorayama’s work, involves a chrome-wrapped Afeela prototype. The artist, known for his futuristic robotic imagery, added special badging, tinted windows, gray tires, and blue lights to the car. Sorayama stated he aimed for an “analog sensibility” and is particularly proud of the moiré effect on the wheels.
Copson’s High-Visibility Approach
Meanwhile, in Los Angeles, SHM debuted a car coated in highly reflective material similar to emergency vehicle markings. The result is a vehicle that looks like it’s covered in glow-in-the-dark tape. Limited-edition tote bags accompanied the display, with plans to showcase it again at Frieze New York in May.
Distraction or Genuine Engagement?
SHM also launched its first apparel item—a ¥11,000 ($69.15) black silkscreen t-shirt with layered ink patterns of the Afeela. These moves, combined with the art car unveilings, suggest a strategic effort to keep the Afeela in the public eye despite Honda’s recent EV cancellations. The question remains whether this is a genuine engagement with the art world or a calculated distraction from larger business decisions.
The launches underscore a shift in marketing strategy for SHM, leveraging cultural events and collaborations to reinforce brand visibility as production plans adjust.
