Sony and Honda Are Preparing an Afeela-Branded Crossover, with Production Set to Begin in 2028

Sony Honda Mobility (SHM) used the CES 2026 consumer electronics show in Las Vegas to reveal a prototype of its second vehicle — an all-electric coupe-style crossover that, from a technical standpoint, is expected to closely mirror the brand’s debut model, the Afeela 1.

Sony first signaled its automotive ambitions back in 2020, at a time when electric vehicles were dominating industry headlines. It was hardly surprising that the tech giant chose to focus on EVs. That year at CES, Sony unveiled its first prototype — a mid-size electric liftback. To turn that concept into a production-ready vehicle, Sony formed a joint venture with Honda in 2022, creating Sony Honda Mobility Inc., which operates under the Afeela brand.

That original liftback is now known as the Afeela 1. Production is set to begin later this year at an existing Honda plant in Ohio. Initially, however, the Afeela 1 will only be available in California, the most EV-friendly state in the country. In 2027, sales will expand to Arizona, and the model will also be exported to Japan. Beyond that, Afeela’s global market plans remain vague.

Sony first teased a crossover concept at CES 2022. This week, at the same show, the company presented a more advanced version dubbed the Afeela Prototype 2026. The production version of this crossover is scheduled to arrive in 2028. While technical specifications have yet to be disclosed, the exterior design appears close to what will eventually reach showrooms.

Like the Afeela 1, the Afeela Prototype 2026 avoids bold styling in favor of an extremely minimalist look — very much in line with the aesthetic of Apple products. (Apple, incidentally, once explored building a car of its own before abandoning the idea.) Mounted on the roof above the windshield are cameras and LiDAR sensors designed to support advanced driver-assistance systems and, eventually, full autonomous driving. SHM has previously promised Level 4 autonomy under SAE standards. Between the headlights sits a matrix-style display capable of showing customizable messages.

The interior of the crossover has not yet been officially revealed, but glimpses through the windows suggest it closely follows the layout of the Afeela 1. Expect a wide, four-screen digital dashboard, a yoke-style steering wheel without a top rim, and rear-seat entertainment screens capable of running high-performance video games.

In the U.S., the Afeela 1 starts at $89,900, and the upcoming crossover is unlikely to be any cheaper. For that steep price, the Afeela 1 delivers specifications that are fairly average by 2026 standards: dual electric motors producing a combined 490 horsepower (360 kW), a 91-kWh battery, an EPA-estimated range of 300 miles, and a maximum DC fast-charging rate of just 150 kW.

Sony Honda Mobility has not disclosed how many orders it has received for the Afeela 1, but it’s clear that demand has been modest at best. The EV market in the U.S. is facing headwinds, with federal purchase incentives gone and automakers like Ford, GM, and Stellantis canceling multiple electric vehicle projects. Even so, SHM appears determined to push forward with its expensive — and somewhat understated — EV lineup, seemingly betting on affluent Sony loyalists in the U.S. Whether that strategy will translate into profitability remains an open question.