There have been many Tesla “Killers” over the years, all of which have either failed to dethrone the automaker from its dominance in the United States, or even make it to the market altogether.

The Sony Honda Mobility (SHM) project, known as AFEELA, is the latest to make it to the grave, as the company announced its intentions to abandon the project earlier this week, Bloomberg reported.

SHM has officially discontinued development of its highly anticipated AFEELA electric vehicles. On March 25, the joint venture between Sony and Honda announced it would halt the AFEELA 1 luxury sedan and a planned SUV model.

🚗 Tesla Killers Graveyard:

Sony-Honda AFEELA
The sleek, AI-packed luxury sedan with PlayStation integration. Officially cancelled in March 2026 after Honda scaled back its EV plans.

Fisker Ocean
Stylish SUV with solar roof promises. Company filed for bankruptcy in 2024 amid… https://t.co/Om14UhISOy

— TESLARATI (@Teslarati) March 26, 2026

The decision follows Honda’s March 12 reassessment of its electrification strategy, which scrapped several upcoming EV programs amid slowing demand, high costs, and shifting market conditions.

SHM stated that it could no longer rely on key Honda technologies and manufacturing assets, leaving “no viable path forward.” Reservation fees for early buyers in California are being fully refunded, and the joint venture’s future is now under review.

Launched with fanfare in 2022, the AFEELA was positioned as a tech-forward premium EV blending Honda’s engineering reliability with Sony’s entertainment and AI expertise.

Prototypes featured advanced autonomous driving systems, immersive in-cabin displays, and even PlayStation integration, earning it early media labels as a potential “Tesla Killer.”

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Priced around $90,000, the sedan was slated for limited production at Honda’s Ohio plant with deliveries targeted for late 2026. Industry watchers saw it as a serious challenger to Tesla’s dominance in software, connectivity, and premium appeal.

Yet, like many ambitious EV projects, it fell victim to broader industry headwinds: softening consumer demand, persistent high interest rates, and intense competition from established players.

The AFEELA joins a long list of vehicles once hyped as “Tesla Killers” that failed to deliver. In the late 2010s, Fisker’s second act, the Ocean SUV, promised stylish design and solid-state battery tech but collapsed into bankruptcy in 2024 after production delays, quality issues, and financial shortfalls.

Faraday Future poured billions into the FF 91 luxury sedan, touting it as a hyper-tech rival with unmatched performance and features; the company delivered fewer than 100 vehicles before fading into obscurity.

Lordstown Motors’ Endurance electric pickup generated massive pre-order buzz and Wall Street excitement but imploded after exaggerated range claims, a factory sale, and eventual bankruptcy.

Even Lucid Motors’ Air sedan, frequently called a Tesla slayer for its superior range and luxury, has struggled with sluggish sales and missed growth targets despite strong reviews.

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Rivian’s R1T and R1S trucks enjoyed similar early acclaim and a blockbuster IPO, yet production ramp-up challenges and profitability woes have prevented it from dethroning Tesla.

The AFEELA’s quiet demise underscores a harsh reality in the EV sector. While Tesla’s first-mover advantage in software, charging infrastructure, and brand loyalty remains formidable, legacy automakers and tech newcomers alike continue to underestimate the complexities of scaling affordable, desirable electric vehicles.

As market realities force tough choices, the graveyard of “Tesla Killers” grows longer, another reminder that innovation alone is rarely enough to topple an established leader.

Elon Musk hinted at what Tesla’s new vehicle will be just a day or so after he essentially confirmed the company is developing something that will eventually be available for consumers.

Earlier this week, Musk said that something “way cooler than a minivan” was on the way from Tesla after a fan posted on X that the company needed to build something for larger families. Requesting this type of vehicle has been a move of many Tesla fans over the years, but now, the urgency is even higher for this type of car because of the company’s decision to sunset the Model X.

Following reports of Musk’s plans to build something that will be cooler than a minivan, speculation consisted of what could possibly be on the way.

Tesla has teased a CyberSUV for quite a while, and there were even some clay models built by the company that were strategically placed in a promotional video.

After Musk’s post earlier this week, many considered the possibility that the Tesla CEO was potentially talking about the Roadster, which is slated for an unveiling (again) next month. Some considered the possibility of the Robovan, which was unveiled back in 2024.

However, a new post from Musk seems to indicate that it will be a new project altogether. After one follower of Musk’s said:

“If Tesla makes a car with 3 rows of seats, each with its own pair of doors so nobody has to climb over anybody else to get to their seat, they will create a baby boom the likes of which we haven’t seen in 80 years.”

Musk’s reply was simple but definitely shed more insight into the company’s plans, as he said:

“Noted.”

Musk’s simple one-word answer might be enough to essentially expect something large, like a full-sized SUV. This would be an incredible addition to the Tesla lineup, especially as the Model X is going away.

Noted

— Elon Musk (@elonmusk) March 26, 2026

Even the Model X is not quite big enough, and not comparable to vehicles like the Chevrolet Tahoe, so a three-row, six-door SUV might be exactly what Tesla fans want.

It certainly does not sound like Tesla is planning to launch the Model Y L in the U.S., at least not exclusively, or use that car, which is currently built in China, to solve the needs of a larger family.

Tesla gives big hint that it will build Cyber SUV, smaller Cybertruck

It seems the time has certainly come for Tesla to answer the call of what consumers want. This has long been requested, and although the company’s sights are ultimately set on achieving full autonomy, there is still a need for larger families, and a full-size SUV could be a great addition for Tesla as it moves into the second quarter of 2026.

Tesla is rolling out a folding V4 Supercharger design, an engineering change that allows 33% more units to fit on a single delivery truck, cuts deployment time in half, and reduces overall installation cost by roughly 20%.

The folding mechanism addresses one of the least glamorous but most consequential bottlenecks in charging infrastructure: getting hardware from factory floor to job site efficiently. By collapsing the form factor for transit and unfolding into an operational configuration on arrival, the new design dramatically reduces the logistics overhead that has historically slowed Supercharger rollouts, particularly at large or remote sites where multiple units are needed simultaneously.

The timing aligns with a broader acceleration in Tesla’s network strategy. In March 2026, Tesla’s Gigafactory New York produced its final V3 Supercharger cabinet after more than seven years and 15,000 units, pivoting entirely to V4 cabinet production. The V4 cabinet itself is already a generational leap, delivering up to 500 kW per stall for passenger vehicles and up to 1.2 MW for the Tesla Semi, while supporting twice the stalls per cabinet at three times the power density of its predecessor. The folding transport innovation layers logistical efficiency on top of that technical foundation.

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Tesla Charging’s Director Max de Zegher, commenting on the V4 cabinet when it launched, captured the operational philosophy behind these changes: “Posts can peak up to 500kW for cars, but we need less than 1MW across 8 posts to deliver maximum power to cars 99% of the time.” The design philosophy has always been about maximizing real-world throughput, not just peak specs, and the folding transport upgrade extends that thinking into the supply chain itself.

Posts can peak up to 500kW for cars, but we need less than 1MW across 8 posts to deliver maximum power to cars 99% of the time.

No more DC busbar between cabinets. Power comes from a single V4 cabinet to 8 stalls. Easier to install, cheaper, more reliable.

Introducing Folding Unit Superchargers

– V4 cabinet with 500kW charging
– 8 posts per unit
– 2 units per truck
– 2 configurations: folded, unfolded

Faster. Cheaper. Better. pic.twitter.com/YyALz0U5cA

— Tesla Charging (@TeslaCharging) March 25, 2026

The network is expanding rapidly on multiple fronts. The first true 500 kW V4 Supercharger on the East Coast opened in Kissimmee, Florida in March 2026, followed closely by a new site in Nashville, Tennessee. A public Megacharger for the Tesla Semi launched in Ontario, California in early March, with 37 additional Megacharger sites targeted for completion by end of year. Meanwhile, more than 27,500 Supercharger stalls are now accessible to non-Tesla EVs from brands including Ford, GM, Rivian, Hyundai, and most recently Stellantis, whose Dodge, Jeep, Ram, Fiat, and Maserati BEV customers gained access in March 2026.

As Tesla pushes toward a denser, faster, and more open charging network, innovations like the folding V4 Supercharger reflect the company’s growing focus on deployment velocity, not just hardware performance. Getting chargers to the ground faster, cheaper, and in greater volume per shipment may ultimately matter as much as the kilowatts they deliver.