Sony Honda Mobility unveiled a new prototype electric vehicle at the CES trade show in Las Vegas as global automotive players navigate a mixed market for battery-powered cars. The joint venture between Sony Group and Honda Motor displayed the model amid a broader slowdown in EV activity by many U.S. manufacturers, reflecting contrasting approaches within the sector.
At the event, CEO Yasuhide Mizuno confirmed the prototype’s connection to the Afeela project and reiterated plans to bring a related production model to the U.S. market by 2028. Deliveries of the existing Afeela 1, introduced last year and priced from about $89,900, are scheduled to begin later in 2026 in California, indicating a phased rollout strategy for the venture’s electric portfolio.
The unveiling occurred against a backdrop of weakening demand for EVs in the United States, compounded by policy shifts such as the rollback of federal tax credits that previously supported consumer purchases. Several traditional automakers have scaled back their EV launches or paused new models, highlighting challenges in cost, incentives and consumer uptake in a key global market. Sony Honda’s decision to present a prototype at a major consumer electronics show underscores its attempt to combine Honda’s vehicle engineering with Sony’s strengths in software and entertainment to differentiate its products.
Industry analysts view the prototype as part of a broader trend in which mobility ventures leverage technology partnerships to develop vehicles that go beyond traditional EV attributes. The Afeela prototypes emphasise integrated digital experiences and advanced driver assistance capabilities, aligning with evolving expectations for connected and software-rich automotive offerings. The joint venture has positioned itself to compete in the premium segment, seeking to attract consumers even as overall EV volumes fluctuate.
