TLDR;
This presentation by Sony Honda Mobility details their vision for the future of mobility with AFEELA, focusing on integrating AI, entertainment, and personalisation to transform the driving experience. They highlight partnerships with Qualcomm and collaborations with creators to build an open platform for developers. The company is actively promoting AFEELA in the US, with plans for production and deliveries starting in California by the end of the year and a new concept car slated for 2028.
- Focus on transforming mobility into an interactive experience using AI.
- Partnership with Qualcomm to enhance AI capabilities and in-car experiences.
- Open platform for developers to create new mobile applications for AFEELA.
- Plans to begin deliveries in California by the end of the year and introduce a new concept by 2028.
Why Sony Entered the Automotive Market [0:00]
Sony aims to transform mobility into an interactive experience, moving beyond traditional driving to focus on how people use their time and space in vehicles. The brand, Akira, seeks to redefine the relationship between people and mobility, integrating innovations to allow passengers to maximise their time and space while travelling. The goal is to understand passenger preferences and feelings, turning the experience into an interactive dialogue.
New Philosophy of Mobility [1:12]
The core of this transformation lies in leveraging the power of artificial intelligence, particularly automotive AI. This advanced AI facilitates user interaction and two-way communication, surpassing the conventional functions of a car. The aim is to create an environment for closer interaction with the driver, enhancing the overall mobility experience.
The Role of Artificial Intelligence [1:35]
AI, specifically automotive AI, is key to transforming mobility into a space for creative leisure. Advanced automotive AI enables user interaction and two-way communication beyond traditional car functions. The Akira Intelligent Drive system is being developed to enhance entertainment solutions and improve the driving experience, focusing on reducing manual operation and increasing freedom to enjoy entertainment content.
The Future of Driving and Autonomy [2:36]
The vision for the future of driving involves the Akira Intelligent Drive system, which enhances entertainment solutions and reduces the need for manual driving. This system aims to transform the driver's seat into a creative entertainment space. The focus is on improving the driving experience through advanced technology and AI.
Personal Dialogue with the Car [3:54]
The introduction of a "hero character" agent, built on Microsoft Azure Open AI, enhances mobile device interaction through personalised natural language dialogue. This aims to make the relationship between people and their vehicles more personal and enduring, transforming mobility into something more than just a means of transportation. Sony has established a basic policy for AI, focusing on its responsible use, research, and development, with a strong emphasis on protecting personal data and privacy.
Partnership with Qualcomm [4:55]
To enable new user interaction possibilities, Sony Honda Mobility is partnering with Qualcomm, utilising their advanced automotive products and solutions. The Akira project will use next-generation architecture based on the Snapdragon digital platform. This collaboration aims to create smarter, safer, and more engaging driving experiences through advanced technology.
Why Qualcomm is Important for Automotive AI [6:52]
Qualcomm plays a crucial role in driving AI advancements in the automotive industry by embedding advanced computing semiconductor systems equipped with AI into the core of every vehicle. This enables intelligent and personalised experiences, transforming the capabilities of a car. AI is fundamental, from adaptive in-cabin systems that learn driver preferences to driver assistance and automated safety systems.
What is AFEELA as a Standard [7:50]
AFEELA is a bold step forward in redefining mobility, with the Snapdragon digital platform at its core. These vehicles demonstrate how intelligence, connectivity, and safety combine to create a premium and deeply personalised driving experience. AFEELA aims to set a new standard for intelligent vehicles, where technology makes every journey unforgettable.
Multimedia and Screens in the Cabin [9:12]
Akira is challenging traditional in-cabin entertainment by maximising the cabin space and creating engaging content. Through collaborations with various partners, Akira offers films, music, games, and more. Rear seat passengers can enjoy content on a panoramic screen and rear entertainment system, customising themes and viewing unique visualised 3D maps.
Games and Function Remote Play [10:36]
PlayStation has been delivering unforgettable gaming experiences for over 30 years. The focus is on making PlayStation the best gaming platform and providing players with multiple ways to access their favourite games. The Remote Play feature, part of the PlayStation ecosystem, allows users to stream games from their PS5 or PS4 to devices like phones, tablets, PCs, Macs, and the PlayStation Portal.
PlayStation Inside the Car [12:29]
Remote Play is being integrated into the AFEELA's entertainment system, allowing users to stream games they already own. This feature is designed for moments when there is free time on the road, such as waiting or entertaining passengers on long journeys. This expands PlayStation's reach beyond the living room, making it accessible and useful for game enthusiasts.
Future Games and Applications [13:20]
Themed elements for AFEELA, including special wallpapers and electric motor sounds, will be available for Gran Turismo and Astro Bot. Wallpapers from other PlayStation games will also be included. This creates a unique audio-visual interactive application for game lovers.
Remote Control and Program Akira [14:11]
Remote control functionality is being introduced for AFEELA in collaboration with Sony Honda Mobility, expanding PlayStation's accessibility in new and unexpected locations. The Akira co-creation program has been launched for creators and developers to further enhance in-car entertainment. Information on producing various content in the Akira entertainment environment is being published, including embedded applications, dynamic wallpapers, and sounds.
Music, Sound and Emotions [15:38]
Tamokae, a Grammy-nominated album producer, was invited to create the sound design for AFEELA. The quiet cabin provided an opportunity to create sounds inspired by the car's acceleration and speed, turning it into a musical instrument. The aim was to explore new ways of creating artistic soundscapes for cars, making the driving experience more enjoyable.
Open Platform for Developers [19:44]
The Akira co-creation program is developing an open platform that provides public access to PSCO information, enabling the development of various mobility applications. Publicly available APIs for processing onboard computer information and an Android application development environment for the onboard computer's infotainment system are planned. This allows developers to create entirely new mobile applications for future use.
Promoting AFEELA in the USA [21:30]
Sony Honda Mobility is actively promoting mobility advancements, particularly the Hero One model, in the US. Brand awareness is being raised, with over 100,000 visitors and 25,000 AFEELA demonstrations conducted. Feedback from customers has been encouraging, with many appreciating the unique innovations and safety features.
Personalisation and Partnerships [23:37]
AFEELA aims to embody incredible driving experiences by integrating future technologies into its vehicles. It serves as a canvas for co-creation, allowing for vehicle personalisation through advanced entertainment technologies and partnerships that enhance customer experiences. Demonstration drives are planned to showcase AFEELA's capabilities, gradually shifting the focus from entertainment to performance.
Production and Delivery Times [26:51]
Sony Honda Mobility is actively preparing for the development, production, and operation of vehicles in the US. The AFEELA vehicle showcased is a pre-production model manufactured on the Zatzberry line. Deliveries to customers in California are planned to begin by the end of the year, with Japanese market deliveries starting in the first half of 2027.
New Concept and Vision for 2028 [29:51]
A new approach to mobility is being created by integrating various technologies, extending beyond a single model. A new concept is in early development, with plans to introduce a new model based on this prototype to American customers in 2028. This aims to create a future that goes beyond the current approach to mobility.
