Urgently Inc. (NASDAQ:ULY) shares soared 55.8% on Tuesday following news that the roadside assistance technology company has entered into a strategic partnership with Sony Honda Mobility of America (SHMA) to support the launch of the AFEELA electric vehicle brand.
Under the agreement, AFEELA drivers will have access to nationwide roadside and mobility assistance across all 50 U.S. states and the District of Columbia once deliveries begin in 2026. Urgently plans to integrate its AI-driven assistance platform directly with SHMA’s connected vehicle systems ahead of the debut of the AFEELA 1 model.
Matt Booth, Chief Executive Officer at Urgently, said: “Our partnership with Sony Honda Mobility and their AFEELA brand centers on delivering an exceptional customer assistance experience that matches their groundbreaking vehicle launch. We anticipate AFEELA customers to be digitally sophisticated, expecting seamless, high-quality service when assistance is needed—which aligns perfectly with our technology-driven approach to roadside assistance.”
For Urgently, the collaboration marks a major milestone in its expansion strategy, reinforcing its position as a tech-first alternative to traditional roadside assistance networks. The company will leverage its nationwide network of service providers to support SHMA’s entry into the U.S. market.
Shugo Yamaguchi, President and CEO of Sony Honda Mobility of America, added that the alliance would ensure “a premium, connected experience for AFEELA drivers” while enabling SHMA to “continue to focus on delivering innovation while guaranteeing support for our customers anytime, anywhere.”
The partnership is expected to strengthen both companies’ positions in the fast-evolving electric and connected vehicle ecosystem, underscoring how technology integration and customer experience are becoming central pillars of modern mobility services.
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