New Car Brands Face High Failure Rate in Competitive Market

The path to success for new car brands is fraught with challenges, as evidenced by Honda and Sony abandoning their Afeela EV project without selling a single car, highlighting the shaky track record of subbrands.

20 Jun, 09:00 — 20 Jun, 09:00

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NYTMostly Factual70d ago

For New Car Brands, the Path to Success Is Littered With Flops

Honda and Sony have bailed on Afeela, their joint E.V. project, without selling a single car. Subbrands from big automakers have a shaky track record, but leaning into luxury can help.

By Eric A. Taub

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New Car Brands Face High Failure Rate in Competitive Market

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For New Car Brands, the Path to Success Is Littered With Flops

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