Sony Honda Mobility Partners With Tesla To Introduce NACS In Japan

Sony Honda Mobility has announced an agreement with Tesla to adopt the North American Charging Standard (NACS) for its upcoming AFEELA electric vehicles (EVs), which marks the introduction of NACS to the Japanese market.

AFEELA: A New Player in the EV Market

AFEELA, the EV brand born from the partnership between Japanese giants Sony and Honda, is set to make its debut in the highly competitive EV market according to AFEELA. With this latest announcement, AFEELA is demonstrating its goal of providing cutting-edge EV offerings and convenience to its future buyers.

NACS Adoption: A Strategic Move

The adoption of NACS by Sony Honda Mobility is significant for several reasons:

• First in Japan: Sony Honda Mobility becomes the first automaker to adopt the NACS standard in Japan, potentially setting a new trend in the country’s EV charging infrastructure.
• Access to Supercharger Network: AFEELA vehicles will have access to Tesla’s extensive network of V3 and V4 Superchargers, significantly enhancing the charging experience for users.
• Global Strategy: The decision aligns with the growing adoption of NACS in North America, where major automakers have already announced their switch to the standard.

Launch Timeline

Sony Honda Mobility has announced an ambitious timeline for the launch of its AFEELA brand. In the first half of 2025, pre-orders for AFEELA vehicles will open in the United States, setting the stage for the brand’s entry into the market.

By late 2025, sales are expected to officially begin in the U.S., with the first deliveries scheduled for the spring of 2026. Following its U.S. debut, AFEELA plans to expand into the Japanese market in the second half of 2026.

Yasuhide Mizuno, Representative Director, Chairman and CEO of Sony Honda Mobility Inc., emphasized the customer-centric approach behind the decision: “We prioritize customer convenience even in charging and have decided to adopt NACS. We sincerely thank Tesla for providing us the opportunity to adopt NACS as well as their latest and advanced technology-equipped V3 and V4 Superchargers for AFEELA.”

Implications for the Japanese Market

The adoption of NACS by AFEELA could have far-reaching implications for the Japanese EV market:

• Potential Shift in Standards: While Japan has previously used CHAdeMO connectors, this move could signal a shift towards NACS as a new standard.
• Improved Charging Infrastructure: Access to Tesla’s Supercharger network could significantly enhance the charging experience for EV users in Japan.
• Increased Competition: Other Japanese automakers may feel pressured to follow suit, potentially accelerating the adoption of NACS in the country.

A Global Perspective

It is worth noting that while AFEELA will be the first to sell NACS vehicles in Japan, several other Japanese automakers including Toyota, Nissan, Honda, Subaru, and Mazda, have already announced their switch to NACS for models sold in North America.

Max de Zegher, Director of Charging at Tesla, highlighted the significance of this move for the Japanese market stating, “In Japan, 90% of 150kW+ chargers are Superchargers. True to Tesla’s mission, we also want to be helpful to companies going electric, and improve charging experiences for all EV drivers. That’s why we’re excited to see the North American Charging Standard (NACS) gaining traction in Japan.”

Read More: Kia Expands Charging Horizons With Free NACS Adapters For New EV6 And EV9 Models

As Sony Honda Mobility prepares to enter the EV market with its AFEELA brand, the adoption of NACS demonstrates the company’s commitment to innovation and customer convenience. By aligning with Tesla’s charging standard, SHM is positioning itself at the forefront of EV technology in Japan and beyond.

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