### Sony Honda Mobility's AFEELA EV SUV Prototype: A New Era in Electric Mobility Sony Honda Mobility (SHM) has made a significant announcement at CES 2026, unveiling the AFEELA EV SUV prototype, which is set to hit the U.S. market by 2028. This prototype represents the company's ambition to redefine electric vehicles (EVs) by integrating advanced technologies such as interactive conversational AI and immersive entertainment features. The AFEELA brand aims to create a unique community experience for its users, focusing on high-tech mobility rather than merely chasing sales figures. The AFEELA 1 sedan, the first model from this joint venture, is also nearing its production launch, with deliveries expected to begin later in 2026 at a starting price of approximately $90,000 [https://motor283.com/en/sustainable-mobility/afeela-suv-prototype-revealed-at-ces-as-sedan-nears-us-produ]. ### Structure of the AFEELA EV SUV Prototype Announcement 1. **Overview of the AFEELA Brand** - Introduction of the AFEELA brand by Sony Honda Mobility. - Focus on creating a community around high-tech mobility experiences. - The AFEELA 1 sedan is the first model, with the SUV prototype being the second. 2. **Key Features of the AFEELA EV SUV Prototype** - Equipped with next-gen technologies, including AI and advanced electronic architecture. - Designed to provide an immersive in-car entertainment experience. - Aimed at a broader audience with plans for a larger SUV model. 3. **Market Positioning and Future Plans** - Targeting a launch in the U.S. market by 2028. - Emphasis on not just sales but creating a unique ownership experience. - Plans to expand the AFEELA lineup beyond the initial sedan and SUV models. 4. **Context of the Launch at CES 2026** - The unveiling took place at the Consumer Electronics Show (CES), a key event for showcasing technological innovations. - The announcement comes amid a broader slowdown in the U.S. EV market, highlighting SHM's commitment to innovation despite market challenges. ### Supporting Evidence and Data - **Launch Timeline**: - AFEELA 1 sedan deliveries expected in late 2026 [https://www.japantimes.co.jp/business/2026/01/07/companies/sony-honda-ev]. - AFEELA EV SUV prototype to launch in 2028 [https://www.ubergizmo.com/2026/01/ces-2026-sonyhonda-larger-afeela]. - **Pricing**: - AFEELA 1 sedan priced from $89,900 [https://www.republicworld.com/automobile/sony-honda-mobility-unveils-new-prototype-ev-at-ces-in-las-vegas]. - **Technological Features**: - Integration of Qualcomm Snapdragon Digital Chassis for advanced electronic architecture [https://www.timesnownews.com/auto/electric-vehicles/sony-and-honda-first-ever-afeela-ev-to-launch-soon-prototype-showcased-at-ces-2026-article-153408636]. ### Conclusion: AFEELA's Vision for the Future of Mobility In summary, Sony Honda Mobility's unveiling of the AFEELA EV SUV prototype at CES 2026 marks a pivotal moment in the evolution of electric vehicles. The company is not only introducing a new model but is also setting a vision for the future of mobility that emphasizes community, technology, and entertainment. 1. **Innovative Approach**: The AFEELA brand aims to redefine the EV experience by integrating advanced technologies and creating a community around its vehicles. 2. **Strategic Launch Plans**: With the AFEELA 1 sedan launching in late 2026 and the SUV prototype expected in 2028, SHM is positioning itself for a significant impact in the EV market. 3. **Market Adaptation**: Despite a slowdown in the U.S. EV market, SHM's commitment to innovation and user experience sets it apart from competitors. This strategic focus on technology and community engagement could potentially reshape consumer expectations in the electric vehicle landscape [https://www.digitaltrends.com/cars/sony-unveils-new-concept-car-and-confirms-when-first-afeela-1-vehicles-will-arrive-with-customers].