Sony Honda Mobility unveiled a new prototype electric vehicle at the CES trade show in Las Vegas on Monday, standing out at an event where many U.S. automakers have scaled back or paused electric vehicle plans amid weakening demand.
Chief Executive Yasuhide Mizuno said the company aims to deliver a new production model based on the Afeela prototype to U.S. customers as early as 2028. The company also expects deliveries of the Afeela 1 to begin in California toward the end of this year.
The Afeela 1, the joint venture’s first electric vehicle introduced last year, is priced starting at $89,900. The latest unveiling was a rare appearance by an automaker at CES 2026, an annual consumer electronics show, as many carmakers have cancelled new EV launches or slowed production in response to softer demand and higher costs.
The slowdown has been compounded by policy changes under the Trump administration, which rolled back EV-friendly measures, including the removal of a $7,500 federal tax credit. These changes have dampened consumer interest in electric vehicles and increased pressure on automakers already grappling with tariffs on imported vehicles and auto parts.
Sony Honda Mobility was formed in 2022 as a joint venture between Sony Group and Honda Motor. The partnership combines Honda’s vehicle engineering and manufacturing expertise with Sony’s strengths in software, sensors, and entertainment, including gaming technologies, as the companies seek to compete with established and emerging EV rivals.
Despite broader industry headwinds, Sony Honda Mobility said it remains committed to its long-term electric vehicle strategy, positioning the Afeela brand as a technology-focused premium EV offering for the U.S. market.
