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

The New York Times

BusinessThe New York Times·Jun 20, 2026·1 min read

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.

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