At CES 2026 in Las Vegas, Sony Honda Mobility (SHM) shifted its focus from the long-awaited Afeela 1 sedan to a new vision for the American market: the Afeela Prototype 2026. This larger, SUV-styled concept signals the joint venture's strategic pivot towards the popular crossover segment, even as it prepares to deliver its first vehicle later this year. The announcement underscores the evolving priorities within the partnership, blending Sony's tech-forward entertainment ecosystem with Honda's automotive manufacturing prowess for a new type of consumer experience.
The Afeela Prototype 2026: A Scaled-Up Vision for America
Revealed on stage alongside the original Afeela 1 sedan, the Prototype 2026 is immediately recognizable as a member of the same family, yet distinctly larger. SHM officials described it as a response to American consumer preferences, which favor more interior space and a higher driving position. While the company did not release specific dimensions or technical specifications such as battery capacity or power output, the visual comparison showed a vehicle that has been "vertically pulled apart," evolving the sleek sedan design into a more practical crossover form factor. The company's clear target is the lucrative US SUV market, with plans to develop a production model based on this prototype for launch as early as 2028.
Afeela Prototype 2026 Announcement Details
- Vehicle Type: SUV / Crossover prototype.
- Reveal Event: CES 2026 (Las Vegas, USA).
- Target Market: United States.
- Key Design Note: Described as a scaled-up version of the Afeela 1 sedan.
- Production Target: Production model planned for US launch.
- Planned Launch Window: As early as 2028.
- Specifications Released: None (size, battery, power output not disclosed).
Afeela 1: Nearing Reality with a Tech-Centric Philosophy
While the new prototype grabbed headlines, SHM provided more concrete updates on the Afeela 1, which is finally transitioning from concept to production. A pre-production model on display confirmed the car's ambitious interior, dominated by screens and a yoke-style steering wheel. Trial production has reportedly begun at a Honda plant in Ohio. The car's ethos was succinctly captured by SHM President Izumi Kawanishi's statement that "being in a car will no longer be about driving," highlighting the Sony-led emphasis on in-cabin experience over pure driving dynamics.
Afeela 1 Key Specifications & Details
- Launch Trim: "Signature" trim first.
- Starting Price: USD 90,000 (Origin trim), USD 103,000 (Signature trim).
- Estimated Range: ~300 miles (approx. 482 km).
- Architecture: 400-volt.
- Charging Port: NACS (North American Charging Standard).
- ADAS Starting Level: Level 2+.
- Target ADAS Level: Level 4 (future goal).
- Sensor Suite: 40 total sensors (18 cameras, 1 LiDAR, 9 radars, 12 ultrasonic).
- Key Tech Partners: Qualcomm (Snapdragon Digital Chassis), Microsoft (Azure OpenAI for Personal Agent).
- Initial Delivery: Late 2026, California only.
- 2027 Expansion: Arizona, Japan (first half).
A Suite of Advanced Features and Assisted Driving
The Afeela lineup, starting with the Model 1, will be heavily reliant on technology partnerships. The vehicle will debut with a Level 2+ advanced driver-assistance system (ADAS), with a stated long-term goal of achieving Level 4 autonomy. This system is powered by a formidable sensor suite including 18 cameras, one LiDAR, nine radars, and 12 ultrasonic sensors, even on the base model. Computational power comes from Qualcomm's Snapdragon Digital Chassis. Inside, the "Afeela Personal Agent," leveraging Microsoft's Azure OpenAI Service, will serve as a conversational AI assistant, while integrations for Zoom video conferencing and Sony's PlayStation Remote Play aim to transform the cabin into a mobile living and entertainment space.
Market Rollout and Pricing Strategy
SHM has outlined a cautious, region-locked rollout for the Afeela 1. The first customer deliveries are slated for the end of 2026, exclusively in California. The plan is to expand to Arizona in 2027, with a Japanese launch following in the first half of that same year. Pricing positions the Afeela 1 as a premium offering. The entry-level "Origin" trim will start at USD 90,000, while the fully-featured "Signature" trim begins at USD 103,000. No pricing or availability details were provided for the Prototype 2026 SUV.
Conclusion: A Two-Pronged Approach to an Uncertain Future
Sony Honda Mobility's CES 2026 presentation revealed a company executing a dual-track strategy. On one hand, it is methodically bringing the innovative, entertainment-focused Afeela 1 sedan to market. On the other, it is already looking ahead to the volume-friendly SUV segment with the Prototype 2026. The success of this venture hinges on balancing the futuristic "passenger experience" championed by Sony with the practical, reliable mobility expected from the Honda name. As the Afeela 1's first deliveries approach later this year, the industry will be watching closely to see if this unique blend of tech and automotive engineering resonates with consumers.