Sony Honda Mobility Unveils Latest Electric Vehicle Prototype at CES 2026

Commitment to Electric Vehicle Market Amidst Industry Slowdown

Sony Honda Mobility has unveiled its latest electric vehicle prototype, named Afeela, at the Consumer Electronics Show (CES) 2026 in Las Vegas. This demonstration highlights the company's strong commitment to the global electric vehicle (EV) market, despite industry trends showing some slowdown in EV development. The prototype presentation marks a significant step forward for the joint venture between Sony Group and Honda Motor, established in 2022.

Strategic Plans for Mass Production

According to Yasuhide Mizuno, CEO of Sony Honda Mobility, the company is targeting to launch the production model based on the Afeela prototype in the United States market as early as 2028. This strategic plan positions Sony Honda Mobility as a potential significant player in the US EV market. The decision to proceed with the launch in the US market reflects the company's confidence in the long-term growth of EV adoption despite current market challenges.

Industry Context and Market Trends

The unveiling of Afeela comes at a time when many US automakers are reevaluating their EV strategies due to slowing demand growth. In contrast, Sony Honda Mobility's move demonstrates a continued commitment to EV development and innovation. This approach may provide the company with a competitive edge as the EV market continues to evolve.

Technological and Market Implications

The Afeela prototype represents not just a product launch but a statement of intent from Sony Honda Mobility to be a significant player in the future of mobility. With the backing of Sony's technological expertise in electronics and Honda's automotive manufacturing capabilities, the Afeela is expected to bring innovative features to the EV market. As the company moves towards mass production, it will be closely watched by industry analysts and competitors alike.