The Afeela 1 is about more than just a car – it will be all about in vehicle entertainment and connectivity. With Sony's involvement, the public expects the highest audio visual experience, with Epic Games Unreal Engine included for powerful graphics capabilities. The prototype that was shown off at CES had a massive dashboard display and the ability to play console quality games while parked. It appears that this approach is aimed at tech enthusiasts and early adopters who want the very latest in digital experience in their vehicles. But whether this focus on entertainment will translate for the broader luxury car market remains to be seen, where performance, comfort and brand prestige are still the name of the game.