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Sony Honda Mobility (SHM) unveiled a new SUV prototype and confirmed the production timeline for its inaugural electric sedan, the AFEELA 1, during its press conference at CES 2026. The joint venture detailed its strategy to transform mobility into an interactive digital experience, leveraging deep hardware integrations with Qualcomm and entertainment synergy with Sony’s PlayStation ecosystem.
Key Takeaways
- New Model Revealed: SHM introduced the "AFEELA Prototype 2026," an SUV model targeting U.S. deliveries as early as 2028.
- Production Timeline: Trial production for the AFEELA 1 sedan has begun in Ohio, with California deliveries scheduled for late 2026.
- PlayStation Integration: The vehicles will feature PS5 Remote Play, allowing passengers to stream games via the dashboard.
- AI Autonomy: SHM is targeting Level 4 autonomous driving capabilities using Vision Language Models and Qualcomm’s Snapdragon Digital Chassis.
- Open Ecosystem: The company announced a "co-creation" platform featuring token-based incentives for developers and creators.
Expanding the Fleet and Manufacturing Updates
The centerpiece of the presentation was the surprise unveiling of a new vehicle concept, tentatively titled the "AFEELA Prototype 2026." While the AFEELA 1 sedan addresses the premium saloon market, the new prototype signals SHM’s entry into the high-demand SUV segment. Yasuhide Mizuno, CEO of Sony Honda Mobility, confirmed that the company aims to deliver this new model to American customers by 2028.
Regarding the existing AFEELA 1 sedan, Mizuno announced that trial production is already underway at Honda’s East Liberty Plant in Ohio. The company is currently manufacturing pre-production vehicles on the actual assembly line, marking a critical step toward mass manufacturing.
"The AFEELA 1 you see on this stage today is a pre-production vehicle manufactured on that very line. The manufacturing team is very excited about producing and taking the brand to new heights." — Yasuhide Mizuno, CEO of Sony Honda Mobility
Deliveries for the AFEELA 1 are scheduled to begin in California in late 2026, followed by a rollout in Japan in the first half of 2027. The company also outlined plans to expand U.S. availability to Arizona by 2027.
Integration of PlayStation and Entertainment Tech
Leveraging Sony’s dominance in the entertainment sector, SHM revealed that AFEELA vehicles will support PlayStation Remote Play. This feature allows users to stream games from their home PlayStation 5 or PlayStation 4 consoles directly to the vehicle’s panoramic dashboard screens using a DualSense controller.
Eric Lempel, Senior Vice President at Sony Interactive Entertainment, clarified that the vehicle does not function as a standalone console but rather as a streaming endpoint, similar to the PlayStation Portal. This integration is designed for downtime, such as charging stops or passenger entertainment during long trips.
Beyond gaming, the cabin experience emphasizes customization. The company introduced visual themes based on popular franchises like Gran Turismo and Astro Bot, encompassing wallpapers and engine sound profiles. Unlike traditional EV manufacturers that mimic combustion engine noises, SHM collaborated with Grammy-nominated producer Tomoko Ida to create soundscapes that treat the vehicle as a "musical instrument," blending Japanese and Western audio styles.
AI-Driven Architecture and Autonomous Driving
Underpinning the entertainment features is a heavy reliance on artificial intelligence and high-performance computing. Izumi Kawanishi, President and COO, highlighted the "AFEELA Intelligent Drive," an advanced driver-assistance system (ADAS) aiming for Level 4 autonomous capabilities.
The system utilizes end-to-end AI models and Vision Language Models to interpret complex driving scenarios. To power these compute-intensive tasks, SHM has deepened its strategic partnership with Qualcomm. The vehicles will utilize the next-generation Snapdragon Digital Chassis, which integrates generative AI to handle personalized in-cabin experiences and automated driving functions simultaneously.
"We are advancing the development of our ADAS... specifically, we are constantly reviewing sensing devices and layers, further improving computing power and making our end-to-end driving AI stronger. As a result, the cabin will evolve into a driverless environment, reducing the task of manual driving." — Izumi Kawanishi, President and COO
Additionally, the vehicle’s conversational agent is powered by Microsoft Azure OpenAI, enabling natural language dialogue that allows the car to "understand" passenger preferences and feelings.
Developer Ecosystem and Token Economy
SHM is differentiating its software strategy by launching an open "co-creation program." This initiative allows third-party developers and creators to design apps, themes, and auditory experiences for the AFEELA platform. The company plans to release cloud APIs for vehicle data and an Android-based development environment.
In a move toward Web3 integration, Kawanishi also teased an "on-chain mobility service platform." This ecosystem will utilize blockchain technology and a token-based incentive model to reward users and developers across three cycles: creation, experience, and development.
Market Implications and Next Steps
The announcements at CES 2026 position Sony Honda Mobility as a distinct player in the EV market, prioritizing software definition and content over traditional automotive metrics like horsepower or range. By leveraging Honda’s manufacturing prowess in Ohio and Sony’s digital ecosystem, the joint venture attempts to bridge the gap between consumer electronics and transportation.
Looking ahead, SHM plans to open delivery hubs in Torrance and Fremont, California, this spring. The company will also initiate "advanced access" demo drives for early reservation holders later this year, gradually shifting focus from static entertainment demos to on-road driving performance.
