Sony Honda Mobility Reveals New Prototype EV at CES 2026
Sony Honda Mobility, the joint venture between Sony Group and Honda Motor, unveiled a new prototype electric vehicle (EV) at the CES trade show in Las Vegas on Monday. The presentation marked one of the few major automotive showcases at this year’s event, as many US carmakers scaled back their EV plans amid softening demand and shifting government policies.
Afeela Prototype Targets US Market by 2028
CEO Yasuhide Mizuno announced that the company plans to introduce a new model based on its Afeela prototype to American customers as early as 2028. The Afeela 1, Sony Honda Mobility’s first electric vehicle, was revealed last year and is priced from 89,900 US dollars. Deliveries of the model are expected to begin later this year in California, marking the company’s first direct entry into the US market.
Mizuno described the prototype as a step towards combining Honda’s automotive engineering heritage with Sony’s expertise in digital technologies, entertainment, and user experience. “Our mission is to redefine mobility through software, connectivity, and creativity,” he said during the presentation.
Challenging Market Conditions for EV Makers
The unveiling stood out at CES 2026, where fewer automakers showcased new EVs. Industry analysts say that many car companies are slowing development because of weaker consumer demand and renewed import tariffs affecting auto parts. The current US administration’s rollback of electric vehicle incentives, including the removal of the 7,500 US dollar federal tax credit, has also made EV ownership less attractive to buyers.
Joint Venture Combining Innovation and Engineering
Formed in 2022, Sony Honda Mobility was established to bring together Honda’s vehicle design and manufacturing strengths with Sony’s software and entertainment expertise. The partnership aims to create connected, intelligent electric cars that merge performance with immersive in-car experiences.
The company hopes that by focusing on advanced digital integration, it can differentiate itself in a market dominated by established EV players. With deliveries of the Afeela 1 expected later this year and plans for a new model by 2028, Sony Honda Mobility is positioning itself for long-term growth in the electric mobility space.
with inputs from Reuters