Sony Honda Mobility reveals new Afeela EV prototype at CES as US automakers slow down

• What happened: Sony Honda Mobility unveiled a new electric vehicle prototype at CES in Las Vegas.

• Why it matters now: The reveal comes as many US automakers pull back on EV plans amid weak demand and policy shifts.

• What changes for people: The joint venture confirmed delivery timelines and pricing, signalling long-term commitment to EVs.

• Who is affected: US car buyers, EV investors, tech-led automakers, and California customers.

Sony Honda Mobility, the electric vehicle joint venture between Sony Group and Honda Motor, has showcased a new Afeela electric vehicle prototype at the Consumer Electronics Show (CES) in Las Vegas, standing out at a time when much of the US auto industry is slowing or shelving EV expansion.

What Sony Honda announced at CES

Speaking at the event on Monday, January 5, Sony Honda Mobility CEO Yasuhide Mizuno said the company is targeting US deliveries of a new Afeela-based model as early as 2028.

He also confirmed that deliveries of the company’s first production EV, Afeela 1, are expected to begin in California later this year.

The Afeela 1, first introduced in 2025, carries a starting price of $89,900, positioning it firmly in the premium electric vehicle segment.

A rare EV push amid industry slowdown

The unveiling was notable at CES 2026, where few automakers introduced new EVs. Several US manufacturers have cancelled or paused electric vehicle projects, citing cooling consumer demand, high costs, and uncertainty around trade tariffs.

Industry analysts say CES, once a major stage for future EV concepts, reflected a more cautious mood this year.

Policy shifts weighing on EV demand

The slowdown has been amplified by recent policy changes in the United States. The Trump administration has rolled back several EV-supportive measures, including the removal of the $7,500 federal tax credit, which has dampened consumer interest in electric vehicles.

Automakers are also facing tariffs on auto and auto parts imports, adding pressure to already tight EV margins.

Why Sony and Honda are staying the course

Formed in 2022, Sony Honda Mobility combines Honda’s vehicle engineering and manufacturing expertise with Sony’s strengths in software, sensors, entertainment, and gaming.

The company aims to differentiate itself from rivals by focusing on in-car digital experiences, advanced driver assistance, and connected services, rather than competing purely on price.

Executives have previously said the Afeela brand is designed to sit at the intersection of mobility, AI, and immersive entertainment.

Why this matters right now

As global automakers reassess EV strategies, Sony Honda’s continued investment signals confidence in long-term electrification, especially in the premium US market.

For consumers, the announcement provides clarity on pricing, delivery timelines, and availability, particularly in California, which remains the largest EV market in the country.

For the industry, it highlights a growing divide between companies scaling back and those willing to play the long game on electric mobility.

What to watch next

• California deliveries of the Afeela 1 later this year

• How policy and tariff changes reshape US EV demand

• Whether tech-driven EVs like Afeela can stand out in a crowded premium market