On October 7, 2025, Urgent.ly Inc. (NASDAQ: ULY) announced a new partnership with Sony Honda Mobility of America (SHMA) to provide nationwide roadside assistance coverage for AFEELA owners across all 50 states and the District of Columbia.
The partnership expands Urgent.ly’s footprint into the electric vehicle market, aligning its AI‑powered platform with SHMA’s high‑profile joint venture of Sony and Honda. The agreement will support the launch of the AFEELA 1 vehicle, scheduled for deliveries in California in 2026, and will integrate Urgent.ly’s network of service providers into SHMA’s customer experience.
CEO Matt Booth said the collaboration “matches SHMA’s groundbreaking vehicle launch with an exceptional customer assistance experience that leverages Urgent.ly’s technology‑driven approach.” SHMA President and CEO Shugo Yamaguchi added that the partnership “provides AFEELA drivers with unmatched confidence on the road and reinforces SHMA’s commitment to a premium, connected experience.”
The integration will begin in 2026 with the first AFEELA 1 deliveries, positioning Urgent.ly to capture a new customer base and generate recurring revenue from a high‑profile automotive partner. The deal underscores Urgent.ly’s strategy to grow its service network and deepen its presence in the rapidly expanding EV segment.
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