At CES 2026, Sony Honda Mobility (SHM) made waves with a surprise unveiling of a new Afeela SUV prototype, while also offering a glimpse into the future of its flagship vehicle, the Afeela 1 sedan. The Afeela brand, a collaboration between Sony and Honda, has quickly made a name for itself as a forward-thinking electric vehicle (EV) brand that goes beyond traditional automotive designs. Rather than focusing solely on the vehicle’s capabilities as a mode of transportation, SHM is positioning Afeela as a platform for creativity and personalization, ushering in a new era of connected, immersive, and entertainment-driven mobility.
With the Afeela 1 expected to arrive in late 2026 and the Afeela SUV prototype aimed at a 2028 production debut, SHM is paving the way for a new kind of driving experience—one that blends electric performance, advanced technology, and immersive entertainment into a highly customizable package. Here’s everything you need to know about the Afeela brand’s vision and what its vehicles could offer.
The Afeela 1 Sedan: A New Kind of Electric Vehicle
The Afeela 1 sedan has generated significant buzz since its introduction, with SHM emphasizing a highly connected driving experience as its core selling point. Priced at $89,900, the Afeela 1 is positioned as a premium EV, but SHM’s focus is not simply on sales volume. In fact, the company has openly stated that it does not expect the Afeela 1 to become a mass-market success. Instead, it’s about delivering a unique experience to a select group of customers.
At the heart of Afeela’s design philosophy is the concept of a “Creative Entertainment Space”—an innovative environment where technology and entertainment take center stage. With the Afeela Intelligent Drive system, which includes Level 2+ autonomous driving capabilities, this car is designed not just for driving, but for creating unique experiences while on the road. SHM envisions the Afeela 1 as a mobile lounge, capable of streaming PlayStation games through Play Remote—an integrated feature that allows passengers to stream games to the car’s screens, provided there’s a strong 5G connection.
The sedan will also feature AI-driven personalization through the Afeela Personal Agent, an interactive, conversational AI that helps customize the car’s experience based on user preferences. The Afeela 1 promises to redefine in-car interaction, setting the stage for a future where the vehicle becomes an extension of the user’s digital world.
Afeela SUV Prototype: A Sneak Peek at What’s to Come
While much of the attention at CES 2026 was focused on the Afeela 1 sedan, SHM surprised the audience with a prototype SUV, the Afeela Prototype 2026. The prototype SUV is a larger sibling to the sedan, designed for customers who desire more interior space while still embracing the unique technological features of the Afeela lineup.
Details about the SUV prototype are sparse, but SHM has confirmed that the production version is expected to arrive by 2028. The SUV is likely to follow the same design principles as the sedan, with a focus on connected features and immersive experiences rather than purely traditional SUV characteristics. However, it is clear that Afeela is positioning the SUV as a more versatile option for those looking for a spacious and high-tech electric vehicle.
What Makes Afeela Different? A Creative Mobility Experience
The Afeela 1 and the Afeela SUV prototype share a core vision of redefining mobility through entertainment, connectivity, and innovation. SHM’s Creative Entertainment Space concept is central to this vision, providing users with an in-car environment that goes beyond basic transportation to offer a dynamic, immersive experience.
Some of the key features that set Afeela vehicles apart from competitors include:
- PlayStation Integration: The Afeela 1 will be the first car to offer built-in Remote Play, allowing passengers to stream PlayStation games directly to the car’s screens. This innovative feature elevates the in-car experience, making long journeys more enjoyable for passengers, especially those who are avid gamers.
- Afeela Personal Agent: This AI-powered assistant enables users to interact with their car in a conversational manner, allowing for personalized experiences. It can adjust the car’s settings based on the driver’s preferences, creating a customized in-car environment.
- Blockchain and Token Incentives: SHM is also exploring blockchain technology to offer unique digital assets within the Afeela ecosystem. This could include digital art, exclusive content, or even in-car experiences created by artists, all of which could be exchanged via tokens.
The Road Ahead for Afeela: U.S. Focus with Limited Global Expansion
Despite the excitement surrounding Afeela’s technological advances, global availability will be limited, at least initially. While SHM is focused on the U.S. market—which has a strong appetite for premium off-road and performance-oriented EVs—sales in Japan will be limited to a select group of exclusive clients. The Afeela 1 sedan will be the first to launch in California in late 2026, with Japan receiving deliveries in early 2027. Other regions like Europe and potential fleet sales (including robotaxis) are not part of the initial launch plans.
The focus will be on a core group of early adopters in the U.S. and Japan, allowing SHM to gather feedback and refine the customer experience before expanding to a larger audience. SHM’s “niche” strategy is evident in its approach, as President Shugo Yamaguchi emphasized that the company is comfortable facing the technical challenges that come with building a highly connected and innovative vehicle with a lower volume of sales.
Afeela’s Unique Hybrid Approach to Luxury EVs
In a market that increasingly demands electric vehicles with advanced features, Sony Honda Mobility is differentiating itself with a hybrid approach that integrates entertainment, technology, and traditional vehicle performance. With the Afeela 1 sedan and the Afeela SUV prototype, the company is positioning itself not only as a car manufacturer but as a pioneer in mobility technology, blending gaming, AI, and automotive design into a cohesive package.
A New Era of Mobility
The Afeela 1 and Afeela SUV prototype are part of a bold, forward-thinking vision for the future of mobility—one that goes beyond simply getting from point A to point B. Through advanced technology, entertainment features, and a highly customizable in-car experience, Afeela is poised to redefine what it means to be on the road. While the brand’s initial offerings may be niche, SHM’s focus on delivering unique experiences could lay the groundwork for a new kind of luxury electric vehicle in a connected world.