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Sony Honda Mobility brings Afeela's next chapter to Las Vegas
Sony Honda Mobility used CES 2026 in Las Vegas to expand its Afeela story beyond the Afeela 1 sedan, revealing a crossover SUV prototype that points to the brand's ambitions in the US EV market. The debut underlines the companys vision of mobility as a creative entertainment space while offering a concrete road map for expansion, partnerships, and software-driven features.
Where the Afeela program stands
The Afeela 1 sedan is on track to start sales in California later this year, with an intended rollout into Arizona in 2027 if the initial launch goes smoothly. Meanwhile, the newly revealed Afeela Prototype crossover will be developed into a production model targeted at the US market, although mass-market arrival is not expected before 2028. That timeline gives Sony Honda Mobility time to refine hardware, the next-generation electrical/electronic architecture, and in-vehicle software.
Design and packaging: sedan DNA, SUV practicality
The Afeela Prototype keeps the clean, minimalist surfaces of the Afeela 1 but translates them into a taller, roomier crossover form. Sony Honda Mobility says the SUV aims to deliver greater spatial flexibility and accessibility, broadening appeal to families and users who need extra cargo space without sacrificing the brand's tech-forward interior experience.
Design highlights and positioning:
- Smooth, uncluttered exterior surfaces consistent with the Afeela 1
- Crossover packaging for more passenger and cargo versatility
- Focus on in-car entertainment, personalization, and accessibility
That said, the prototype's styling is conservative compared with flashier EV rivals. In an increasingly competitive EV landscape, aesthetics will be only one factor; software, customer experience, and dealer or direct-sales presence will matter more for long-term adoption.
Technology partnerships and software strategy
Sony Honda Mobility reiterated its commitment to a software-first approach. Key technology elements include integration with Qualcomm Technologies' Snapdragon Digital Chassis for the next-generation E/E architecture, and the continued evolution of Afeela Intelligent Drive, the brand's advanced driver assistance system (ADAS).
The company also emphasized two software-led initiatives:
- The Afeela Co-Creation Program, which will give creators access to development documentation for in-vehicle entertainment content, encouraging a broader ecosystem of apps and services.
- A planned open, on-chain mobility service platform that uses a token-based incentive model to explore new ways of rewarding user engagement and third-party services.
Conversational AI and connected features
Afeela Personal Agent, an interactive conversational assistant built on Microsoft Azure OpenAI services, will be an integral part of the UX. Combined with cloud connectivity and in-car entertainment features, Sony Honda Mobility hopes to position Afeela vehicles as extensions of users' digital lives rather than just transportation hardware.
Market context and challenges
The timing of the Afeela rollout comes at a challenging moment for EV adoption in the US. After federal tax incentives wound down, EV sales fell in late 2025, with some reports citing a decline in zero-emission vehicle uptake. Sony Honda Mobility is betting that a strong combination of premium in-car entertainment, advanced ADAS, and flexible ownership or service models will help Afeela find traction in a cooling market.
Quote highlight:
- 'We see mobility as a new form of creative entertainment, and Afeela is the vehicle for that vision,' the company said during its CES presentation.
What to watch next
Expect more concrete specs and production details as the Afeela 1 enters the US market later in 2026. The crossover prototype will offer early clues about interior packaging, connectivity features, and the companys strategy for monetizing software and services. For car enthusiasts and EV shoppers, the most important questions will be range, pricing, and the user experience—areas Sony Honda Mobility still has time to refine before the SUV reaches production.
Source: autoevolution
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