Sony Honda Mobility unveils a sleek luxury electric SUV concept for a 2028 launch, alongside the upcoming Afeela 1 EV. Discover electric cars today!
CES 2026: A Milestone for Sony Honda Mobility
At a press briefing ahead of the CES 2026 exhibition, Sony Honda Mobility (SHM) – the joint venture between Sony and Honda – announced a two‑pronged push into the premium electric‑vehicle market.
Afeela 1: Luxury EV Ready for Early Delivery
The company confirmed that the first production‑ready Afeela 1 will be handed over to customers by the end of 2026. Production trials have already begun at Honda’s U.S. plant, and a series of early‑access test drives will be offered to customers who pre‑ordered the model.
Initial deliveries are slated for the United States throughout 2026‑2027, with a Japanese launch expected early next year. Priced north of US$90,000, the Afeela 1 targets the high‑end segment that includes Tesla, Mercedes‑Benz, Audi and BMW.
Designed with a modern aesthetic, the Afeela 1 features a full‑width infotainment display powered by Sony’s entertainment ecosystem, roughly 40 integrated sensors and cameras, and advanced driver‑assistance systems that support semi‑autonomous driving. An immersive virtual‑reality experience is also built into the cabin to enhance the sense of travel.
New Luxury SUV Concept: A Glimpse of 2028
Alongside the Afeela 1, SHM unveiled a striking SUV concept that is expected to evolve into a production model by 2028. The prototype, displayed at the press event, shares many design cues with the pre‑production Afeela 1, including a short front overhang, a compact rear end, a longer wheelbase and an overall larger stance.
CEO Yasuhide Mizuno emphasized that the SUV is still in an early concept stage and that technical specifications have not yet been disclosed.
Market Context: Why Premium EVs Face New Challenges
The luxury electric‑vehicle market is becoming increasingly saturated, and demand for ultra‑premium models has softened as competition intensifies. In response, many automakers are shifting focus toward more affordable electric or hybrid models to counter the growing influence of Chinese manufacturers and to meet broader consumer expectations.
SHM’s dual strategy—delivering a high‑end Afeela 1 while preparing a future luxury SUV—positions the venture to capture both early adopters seeking premium technology and later buyers who will look for refined, performance‑driven EVs.
What’s Next?
Consumers can expect test‑drive opportunities for the Afeela 1 later this year, while industry watchers will keep an eye on the evolution of the SUV concept as SHM refines its design and performance targets ahead of the 2028 launch.