Sony Honda Mobility (SHM) has announced its new AFEELA SUV Prototype, signaling confidence in long-term electric vehicle innovation despite a broader global slowdown in EV demand. The prototype was showcased at CES 2026 in Las Vegas, expanding the AFEELA lineup beyond the previously revealed AFEELA 1 sedan.

At a time when several automakers are reassessing EV timelines due to high costs and softer demand, Sony Honda is positioning AFEELA as a technology-first mobility platform rather than a conventional electric vehicle. The SUV-inspired prototype blends Honda’s automotive engineering with Sony’s expertise in AI, entertainment, and digital experiences, focusing on connectivity and user engagement instead of just performance metrics.

Compared to the AFEELA 1 sedan, the new SUV prototype offers greater space, improved accessibility, and enhanced interior flexibility, reflecting shifting consumer preferences toward electric SUVs. SHM CEO Yasuhide Mizuno confirmed that a production version of the AFEELA SUV is planned, with a target launch for U.S. customers around 2028.

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Meanwhile, the AFEELA 1 sedan remains on schedule, with deliveries expected to begin in California in late 2026, followed by expansion to other U.S. states in 2027. Sony Honda also revealed ongoing work on vehicle operating systems and an On-Chain Mobility Service Platform, emphasizing personalization, immersive content, and connected services.

By unveiling the AFEELA SUV Prototype during a challenging phase for the global EV market, Sony Honda Mobility is underscoring its belief that intelligent, software-driven electric vehicles will define the next phase of mobility. The AFEELA brand aims to stand apart by transforming the car into a smart, interactive space, offering a fresh vision for the future of electric SUVs.