- Sony Honda Mobility, a spinoff project from the two companies, hasn’t sold its first car yet.
- However, the company has unveiled its second, an electric SUV, this week.
The second Sony Honda Mobility Afeela will be a sleek electric SUV.
Sony Honda Mobility (SHM) is a joint project of, well, you guessed it. They plan to sell electric vehicles (EVs) with a heavy emphasis on in-car entertainment. And they tend to make a big splash every year at CES, the consumer electronics show in Las Vegas.
The project launched at CES 2023 with a prototype luxury sedan called the Afeela 1. At CES 2025, they unveiled a planned production version and a six-figure price.
CES 2026 has begun, and they’re back.
The company yesterday unveiled what it calls an “early stage prototype” of a planned second vehicle. For now, it’s known only as the “Afeela prototype.”
As is becoming traditional for SHM, details on the car part of the car are scarce. But the company says it will use a “digital chassis” based on Qualcomm Technologies’ Snapdragon chipset. An “Afeela Co-Creation Program” will provide development tools, enabling owners to create their own in-vehicle entertainment options.
The company expects a production version of the SUV “as early as 2028.”
The sedan, however, could reach buyers much sooner. SHM said “Afeela 1 deliveries in California are scheduled to begin within 2026,” expanding to Arizona in 2027.
The cars may have limited appeal, with a PlayStation-on-wheels approach focused more on the electronics than the driving experience.
That’s fine with SHM. CEO Shugo Yamaguchi told Automotive News, “Honestly, we’re OK with being very niche.”
