Sony Honda Mobility just revealed the future of its electric car lineup at CES in Las Vegas, pulling the cover off an all new Afeela SUV concept while its first sedan, the Afeela 1, moves closer to production. The brand is not chasing big sales numbers for its $90,000 debut model. Instead, it wants to make every owner feel part of a high tech, creative community, delivering a different kind of mobility for drivers in the United States.
Sony Honda Mobility’s surprise at CES was the SUV Prototype 2026, showing the world the second entry in its electric lineup. This new model, planned for release in 2028, is a slightly larger sibling to the Afeela 1 sedan. Technical specs are still under wraps, but the brand made it clear that this SUV is designed for buyers who want extra space and high tech features, not for the mass market. The company’s president explained that Afeela is happy to be niche, focusing on unique value and innovative experiences for a select group of customers.
The SUV Prototype picks up the same minimalist look as the Afeela 1 and promises a “Creative Entertainment Space” inside. Future models will rely on advanced autonomous tech using Qualcomm’s Snapdragon Digital Chassis and will eventually target Level 4 self driving capabilities, letting drivers relax and enjoy a customizable digital environment on the move.
The Afeela 1 is not about being the top selling EV in the US. Instead, it is all about redefining how drivers and riders interact with their car. With a price tag of around 89,900 dollars and an expected range of about 480 kilometers, this sedan leads with its tech. It’s the first car to come with built in Play Remote for PlayStation game streaming, turning the back seat into a gaming lounge whenever there’s a solid 5G signal.
Customization is another focus. Grammy nominated music producer Tomoko Ida created exclusive soundscapes for the car, while future updates will let artists and owners personalize the car’s digital environment through apps, screen themes, and even crypto powered rewards for creating and sharing content. The Afeela Personal Agent offers an advanced, conversational AI, and the latest ADAS safety tech leverages end to end AI models and vision language systems for next level driver assistance.
Early production of the Afeela 1 has already begun at Honda’s plant in Ohio, with first deliveries heading to California in late 2026. SHM plans to keep sales limited at first, making sure the initial customers get the best possible experience before expanding to Arizona and a select group of buyers in Japan in 2027.
Started my career in Automotive Journalism in 2015. Even though I'm a pharmacist, hanging around cars all the time has created a passion for the automotive industry since day 1.
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