18:57 06-01-2026

Sony Honda Mobility brings new Afeela EV prototype to CES, confirms Afeela 1 for 2026 and a second U.S. model by 2028

At CES, Sony Honda Mobility unveils a new Afeela EV prototype, reaffirms Afeela 1 at $89,900 for California in 2026 and targets a second U.S. model by 2028.

Sony Honda Mobility will unveil a new electric vehicle prototype at CES in Las Vegas, nudging the Afeela project back into the spotlight at a time when many U.S. automakers have cooled on debuting fresh EVs. CEO Yasuhide Mizuno said the Sony-Honda joint venture is aiming to bring another U.S.-market model based on the Afeela concept to showrooms by 2028.

In parallel, the company reaffirmed its targets for the first model: the previously revealed Afeela 1, starting at $89,900, with customer deliveries in California expected by late 2026.

Set against a 2026 backdrop of tariff talk, rising costs, and fading incentives, simply choosing CES for a public EV showing sends a clear signal. Sony Honda appears committed to the long game—leaning into software and user experience rather than chasing quick volumes. The cadence suggests a measured rollout, with the product story doing the heavy lifting instead of headline-grabbing numbers.