Quick Takeaways
- Sony Honda Mobility is positioning AFEELA as a premium, software- and experience-led EV brand with a clear US-first rollout strategy.
- The AFEELA roadmap blends electrification, digital entertainment, and phased market expansion across the US and Japan.
On January 5, AFEELA Prototype 2026 was officially unveiled by Sony Honda Mobility at a press conference held ahead of the opening of CES 2026 in Las Vegas, highlighting the company’s next step in shaping its electric mobility roadmap.
AFEELA Prototype 2026 expands design flexibility and accessibility
The AFEELA Prototype 2026 builds upon the core design philosophy introduced with AFEELA 1, while introducing greater interior flexibility and improved accessibility. The updated concept is intended to appeal to a broader user base by balancing spatial comfort with advanced digital integration, reinforcing the brand’s focus on user-centric electric mobility.
Sony Honda Mobility confirmed that the prototype will serve as the foundation for a future production model. The company is targeting a U.S. market launch as early as 2028, positioning the AFEELA brand within the premium electric vehicle segment.
Mobility as a creative entertainment space
Under the theme “Mobility as a Creative Entertainment Space,” Sony Honda Mobility outlined its evolving vision for how vehicles can function as immersive digital environments. The company emphasized long-term collaboration across technology, entertainment, and content creation as a key pillar shaping future product development and customer experience.
During the same announcement, Sony Honda Mobility presented AFEELA 1 as a pre-production vehicle and reaffirmed it as the first production-ready model under the AFEELA brand. Customer deliveries of AFEELA 1 in the United States are scheduled to begin later this year.
Production rollout and market expansion plans
The company also confirmed its phased market expansion strategy. Sales are expected to extend to Arizona in 2027, while deliveries in Japan are scheduled to begin in the first half of 2027, marking the brand’s entry into its home market.
AFEELA Prototype 2026 expands design flexibility and accessibility
The AFEELA Prototype 2026 builds upon the core design philosophy introduced with AFEELA 1, while introducing greater interior flexibility and improved accessibility. The updated concept is intended to appeal to a broader user base by balancing spatial comfort with advanced digital integration, reinforcing the brand’s focus on user-centric electric mobility.
Sony Honda Mobility confirmed that the prototype will serve as the foundation for a future production model. The company is targeting a U.S. market launch as early as 2028, positioning the AFEELA brand within the premium electric vehicle segment.
Mobility as a creative entertainment space
Under the theme “Mobility as a Creative Entertainment Space,” Sony Honda Mobility outlined its evolving vision for how vehicles can function as immersive digital environments. The company emphasized long-term collaboration across technology, entertainment, and content creation as a key pillar shaping future product development and customer experience.
During the same announcement, Sony Honda Mobility presented AFEELA 1 as a pre-production vehicle and reaffirmed it as the first production-ready model under the AFEELA brand. Customer deliveries of AFEELA 1 in the United States are scheduled to begin later this year.
Production rollout and market expansion plans
- Deliveries of AFEELA 1 in California are planned to start by the end of 2026.
- To support this rollout, Sony Honda Mobility will open dedicated “AFEELA Studio and Delivery Hubs” in Torrance and Fremont, California, during the spring.
The company also confirmed its phased market expansion strategy. Sales are expected to extend to Arizona in 2027, while deliveries in Japan are scheduled to begin in the first half of 2027, marking the brand’s entry into its home market.
Company Press Release
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