Executives of a joint venture by Sony Group Corp. and Honda Motor Co. have said the company will push ahead collaborating with other firms to enhance in-car entertainment of the new Afeela electric vehicle after unveiling a prototype at the Consumer Electronics Show in Las Vegas.

Yasuhide Mizuno, chairman and CEO of Sony Honda Mobility Inc., gives an interview in Las Vegas, Nevada, on Jan. 5, 2023. (Kyodo) ==Kyodo

A day after Sony Honda Mobility Inc. announced that it will collaborate with American gaming company Epic Games Inc., Yasuhide Mizuno, the CEO of the Tokyo-based venture, told reporters on Thursday, "We want to collaborate with other software makers too."

Mizuno also said the company may even consider forming a capital alliance with them.

Izumi Kawanishi, president of the venture, separately told reporters that he wants to work with different partners to "build new services" and add value by introducing augmented reality technology for displaying information at the front of the vehicle for people to see while driving.

While the prototype unveiled on Wednesday was a four-door sedan, Kawanishi said other variants will be added to its lineup.

Sony Honda Mobility Inc. unveils a new electric vehicle prototype called Afeela to the media ahead of the CES technology trade show in Las Vegas, Nevada, on Jan. 4, 2023. (Kyodo) ==Kyodo

The venture plans to make further improvements in preparation for taking orders from 2025. Mizuno indicated that vehicles sold in Japan will be produced in North America.

The Afeela prototype also has a digital display panel between the headlights that can be customized, and dozens of cameras and sensors inside and around its body to prevent accidents.

Izumi Kawanishi, president and chief operating officer of Sony Honda Mobility Inc., gives an interview in Las Vegas, Nevada, on Jan. 5, 2023. (Kyodo) ==Kyodo

Sony and Honda announced the establishment of the 50-50 venture in March 2022, with automakers worldwide ramping up partnerships between industries amid the rapid shift from gasoline-engine cars to electric vehicles.

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Sony-Honda venture unveils prototype of new Afeela EV