Sony and Honda have collaborated to create electric vehicles under the joint brand Afeela. At CES 2026, they showcased an exciting new electric SUV prototype, marking their second vehicle reveal, with sales expected to commence in the United States by 2028. The unveiling surprised attendees, as the car was displayed briefly on stage.
The Afeela Prototype 2026 features a sleek and simplistic design, reminiscent of the company's first vehicle. Opinions may vary; while some may perceive it as clean and modern, others might view it as slightly uninspiring. The car's coupe-like roofline contributes to a sporty appearance but may result in smaller rear windows for passengers. As Afeela is a nascent brand, distinguishing itself in a market filled with electric vehicles could pose a challenge, particularly since its design aligns closely with that of modern Hondas, prioritizing value over overt flashiness.
Afeela Prototype 2026 - source: Afeela
Yasuhide Mizuno, head of Afeela, shared limited information during the spontaneous Las Vegas reveal, opting to keep specific details under wraps. However, he did highlight that the new SUV offers more interior space than the Afeela 1 sedan, catering to families requiring additional room for luggage and equipment. The company is strategically targeting the American market with this model.
If you enjoy large screens and gaming, this SUV aims to capture your interest. Though limited cabin photos were provided, a prominent screen spans the dashboard, and rear-seat passengers have their own displays. Notably, the inclusion of a built-in PlayStation 5 stands out, as Sony seeks to transform electric vehicles into mobile entertainment hubs. This ambitious move suggests a growing trend of passengers preferring screen time during travel.
Afeela Prototype 2026 - source: Afeela
The new SUV is expected to utilize the same powertrain as the sedan, featuring two electric motors that power all four wheels with a total output of 298 kW, equating to roughly 400 horsepower. A 91 kWh battery pack promises an estimated range of 480 km on a full charge. When the battery is low, it can recharge at a rate of 150 kW using a Tesla-style NACS connector. These specifications are competitive but not superior to many other current electric models.
Safety and autonomous driving are integral to Afeela's vision. The SUV is equipped with a comprehensive suite of 40 sensors, including 18 cameras, 12 ultrasonic sensors, nine mmWave radars, and one LiDAR sensor, providing 360-degree awareness and preparing for Level 3 automation. While the technology is cutting-edge, it also contributes to higher production costs. Honda and Sony appear to believe that this advanced technology will attract buyers to their vehicles.
Afeela vehicles may not be affordable for most consumers, with the base model of the Afeela 1 sedan starting at $89,900 and the top variant reaching $102,900. Buyers opting for the higher tier will receive enhanced features, including larger rear displays for passengers and a choice of three colors instead of just black, a relatively limited palette for a luxury vehicle. Priced above $100,000, Afeela will compete with companies like Lucid, and the upcoming SUV may be even pricier. One can only hope Honda and Sony possess insights about consumer preferences that elude the broader market.
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