Sony-Honda joint venture presses ahead with Afeela rollout

Anabelle Colaco
08 Jan 2026, 10:46 GMT+10

While many automakers are scaling back electric vehicle plans, Sony Honda Mobility used the world’s biggest tech showcase to signal it is still pressing ahead
The electric-vehicle joint venture between Sony Group and Honda Motor unveiled a new prototype EV on January 5 at the Consumer Electronics Show in Las Vegas
Sony Honda Mobility CEO Yasuhide Mizuno said the company is targeting U.S. customers for its next model based on the Afeela prototype as early as 2028

LAS VEGAS, Nevada: While many automakers are scaling back electric vehicle plans, Sony Honda Mobility used the world's biggest tech showcase to signal it is still pressing ahead.

The electric-vehicle joint venture between Sony Group and Honda Motor unveiled a new prototype EV on January 5 at the Consumer Electronics Show in Las Vegas.

Sony Honda Mobility CEO Yasuhide Mizuno said the company is targeting U.S. customers for its next model based on the Afeela prototype as early as 2028. He added that deliveries of the Afeela 1, the venture's first electric vehicle, are expected to begin in California late this year.

The Afeela 1, which was introduced last year, is priced from US$89,900.

The unveiling stood out at CES, where fewer automakers are showcasing new electric vehicles amid weakening EV demand, rising costs, and tariffs on auto and auto-parts imports. Several manufacturers have cancelled planned EV launches or paused production.

U.S. policy shifts have also weighed on consumer interest. The Trump administration has rolled back EV-friendly measures, including removing a $7,500 federal tax credit, making electric vehicles less attractive to some buyers.

Sony Honda Mobility was formed in 2022, bringing together Honda's engineering and manufacturing expertise with Sony's strengths in software, sensors, and gaming, as the partners seek to carve out space in an increasingly competitive EV market.