CES 2025 Revs Up with a Sony EV, a Transformer Truck, and In-Wheel Motors

Jan. 7, 2025

Andy highlights some new electric-vehicle-related announcements at CES 2025.

The mind-numbing takeover of every aspect of human existence by AI couldn’t be more evident than at this year’s CES. So, with apologies for that aspect, here are a few interesting automotive-related announcements from the show in Las Vegas—without mentioning the “A” word:

Sony AFEELA

A joint venture between Sony and Honda to develop an entertainment-centric electric car, the AFEELA was announced two years ago at CES. Seems like more of the same this year, though Sony has announced it’s taking order reservations with a $250 deposit (sounds like a scheme from Elon Musk) for a $90 grand car that seems dated in its styling by a couple of decades. For that kind of money, a three-year, ahem, free subscription to “AFEELA Drive” (Level 2 + ADAS), an “Immersive Entertainment Selection,” a “custom theme,” and access to an “AFEELA Personal Agent” is included. More details here:

Italdesign Quintessenza

Though a concept “car” that was initially unveiled at the auto show in China back in April 2024, this sexy Italian design, using natural fiber composites, is a transformer that turns into a pickup truck. It debuts at CES 2025 with four 21-in. in-wheel motors that are being announced at the show by Slovenian motor boffins, Elaphe Propulsion Technologies.

Elaphe’s Sonic.1 direct-drive motors each produce 272 hp continuous and 347 hp peak, and they integrate 400-mm brake discs—all fitting into a 21-in. rim. Elaphe claims 6000 nm of torque and up to 4500 rpm (which is a ridiculous ground speed if you do the math) operation (video courtesy of Italdesign-Giugiaro S.p.A.):

Donut Lab

Donut Lab is at CES 2025 debuting its second generation in-wheel motor. According to CNET, it fits into a 21-in. hoop, produces 4300 nm of torque and a very hard to believe 630 kW (for four units, believable), and weighs in at 88 lb. The company also showcased a semi-truck version rated at a lower rpm, 200 kW, and with 3000 nm of torque.

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CES 2025: Behind the Scenes

Check out the technology and announcements you probably won't see on the trade-show floor.

About the Author

Andy Turudic | Technology Editor, Electronic Design

Andy Turudic is a Technology Editor for Electronic Design Magazine, primarily covering Analog and Mixed-Signal circuits and devices. He holds a Bachelor's in EE from the University of Windsor (Ontario Canada) and has been involved in electronics, semiconductors, and gearhead stuff, for a bit over a half century.

"AndyT" brings his multidisciplinary engineering experience from companies that include National Semiconductor (now Texas Instruments), Altera (Intel), Agere, Zarlink, TriQuint,(now Qorvo), SW Bell (managing a research team at Bellcore, Bell Labs and Rockwell Science Center), Bell-Northern Research, and Northern Telecom and brings publisher employment experience as a paperboy for The Oshawa Times.

After hours, when he's not working on the latest invention to add to his portfolio of 16 issued US patents, he's lending advice and experience to the electric vehicle conversion community from his mountain lair in the Pacific Northwet[sic].

AndyT's engineering blog, "Nonlinearities," publishes the 1st and 3rd monday of each month. Andy's OpEd may appear at other times, with fair warning given by the Vu meter pic.