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Sony Honda Mobility’s EV joint venture, Afeela, is back Consumer Electronics Show 2026 With its first-ever standalone press conference, using the spotlight to further highlight its vision of a Sony-infused electric future. The company once again showed off its upcoming Afeela 1 electric sedan, shared new details about customization features and U.S. manufacturing plans, and concluded the presentation with a surprise reveal: the 2026 Afeela Prototype concept, a vehicle that won’t arrive, somewhat humorously, until “early 2028.”
Sony’s ambitions in the field of electric cars go back to CES 2020, when it first revealed the electric car The Vision-S sedanfollowed by Vision-S 02 SUV Concept in 2022. These early show cars laid the foundation for what has since evolved into Avila 1the brand’s first production car, which is currently scheduled to arrive in the US later this year.
When Afeela finalized key details about the Afeela 1 at CES last year, I was critical of the electric car’s relatively modest performance specs, especially given the price it could come at. It extends into the six-digit region. At this year’s press conference, Sony Honda Mobility America doubled down on its belief that the Afeela 1 will not stand out in terms of range or acceleration alone, but rather through its in-car entertainment ecosystem, advanced driver assistance and autonomy technology.
The 2026 prototype brings the SUV lineage of Sony’s previous Vision-S 02 concept closer to production.
One of the biggest attractions for future Afeela owners is Sony’s deep integration for PlayStation game streaming. The company has confirmed that PlayStation Remote Play, a feature that dates back to the PS3 and PSP era and now works across PS4, PS5, smartphones, tablets, PCs, Macs and PlayStation Portal, will also be available on Afeela’s expanded in-car displays. With a data connection and a DualSense controller, passengers will be able to stream console games directly into the car, a feature clearly intended to keep passengers entertained or help drivers pass the time while charging.
Sony also discussed the Afeela Co-Creator Program, an initiative that will allow content partners to design downloadable experiences that include dynamic wallpapers, instrument cluster color schemes, ambient lighting effects, custom engine sounds, and custom dashboard apps. Drivers will be able to access and manage these personalization options through a smartphone application, effectively tailoring the car’s digital personality to their tastes. The first fruits of the Co-Creator program will be custom themes and electronic motor sounds inspired by the Astro Bot and Gran Turismo PlayStation games.
Afeela will allow its content partners to create custom themes for its electric vehicles, starting with the Astro Bot and Gran Turismo PlayStation titles.
Sony says music and audio will play a key role in Afeela’s personalization strategy. Sony described how artists can develop custom audio profiles through the co-creation program, creating audio experiences aimed at making driving more engaging. One example, created and performed on stage by Grammy-nominated music producer Tomoko Iida, blended elements of Western electronic music with traditional Japanese strings, shaping everything from startup sounds to motion-related tones as a car moves. I have to say, it looked great.
On the commercial side, Sony Honda Mobility America executives have discussed “getting closer to operational readiness in the U.S.” for production of the Afeela 1. The company currently operates four studio centers in California where potential customers can experience the car and its massive dashboard first-hand, with two additional locations planned to open this spring. The Afeela Advanced Access test drive program for early bird reservation holders is scheduled to begin this year, and the brand also plans to expand its presence in Arizona in 2027, likely through additional studios and pop-up experiences rather than large-scale sales operations in the southwestern state.
Despite being called Prototype 2026, Afeela’s new electric SUV won’t arrive until 2028 at best.
Manufacturing plans were also explained during the presentation. According to CEO Yasuhide Mizuno, the Afeela 1 will be produced in the United States at Honda’s plant in Ohio, where dry-run pre-production is already underway. Deliveries are expected to begin in California in late 2026, followed by Japan in the first half of 2027. As previously mentioned, orders are currently open with prices ranging from $89,900 for the base Origin spec to $102,900 for the full-fat Signature model.
The event concluded with the unveiling of the Afeela Prototype 2026, a compact SUV concept that borrows its design language and technology from the Afeela 1 sedan, while blending proportions and size reminiscent of the Vision-S 02 concept. While the name suggests something closer to the market, Sony Honda Mobility has made it clear that this next model is still several years away, with availability targeted for 2028 at the earliest.