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Post by : Badri Ariffin
At CES 2026 in Las Vegas, Sony Honda Mobility took the opportunity to showcase its latest prototype, the Afeela electric vehicle, amid a backdrop of dwindling EV enthusiasm among U.S. automakers. Unlike others who are curtailing production or delaying launches, this joint venture used the largest tech exposition as a platform to affirm its commitment to the electric vehicle market.
Building on previous Afeela concepts presented at earlier CES events, the prototype emphasizes digital innovation, connectivity, and superior in-car entertainment. It merges Sony's prowess in software and gaming with Honda's deep-rooted vehicle engineering knowledge.
Sony Honda has already set the price for its inaugural production model, the Afeela 1, starting at $89,900. This premium electric sedan is aimed at a demographic that prioritizes high-tech features along with driving performance. The company envisions delivering a finalized version of this Afeela model to American consumers as soon as 2028.
The launch was particularly noteworthy at CES 2026, as the presence of new electric vehicles was significantly reduced compared to past years. Various manufacturers are grappling with decreased EV interest, rising production costs, and uncertainties due to tariffs on auto imports, prompting many to postpone or withdraw from planned EV launches.
Additionally, the U.S. policy landscape has seen modifications. The repeal of incentives like the $7,500 federal tax credit has minimized motivations for consumers to switch to electric cars. Consequently, buyers are now more discerning, leading to a decline in sales momentum across the EV landscape.
Founded in 2022, Sony Honda Mobility aims to create an innovative electric vehicle company uniting Honda's manufacturing skills with Sony's digital experiences. By continuously featuring Afeela at CES, this collaboration is preparing itself for a long-term vision, banking on the expected revival in demand for technology-centric electric vehicles as market conditions improve.
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