On the Dash:
- Sony Honda Mobility unveiled the Afeela EV at CES as other automakers scale back EV plans.
- The Afeela 1 is priced from $89,900, with California deliveries expected later this year and broader U.S. rollout targeted for 2028.
- The launch comes amid weaker EV demand and reduced federal incentives under the Trump administration.
Sony Honda Mobility unveiled its latest electric vehicle prototype at the CES trade show in Las Vegas on Monday, standing out as many U.S. automakers slow or pause EV plans amid weakening demand.
The company’s chief executive, Yasuhide Mizuno, said the joint venture plans to deliver a new production model based on the Afeela prototype to U.S. customers as early as 2028. Deliveries of the Afeela 1, the company’s first electric vehicle, are expected to begin in California later this year.
Introduced last year, the Afeela 1 is priced starting at $89,900 and reflects the partnership’s effort to blend advanced software and digital services with traditional vehicle engineering.
The debut stood out at CES 2026, the annual consumer electronics show, where automakers have scaled back their presence amid softening EV demand. Several manufacturers have canceled new EV launches or paused production, citing slower consumer adoption and the impact of tariffs on imported vehicles and auto parts.
Policy shifts have also weighed on the market. The Trump administration has rolled back EV-friendly measures, including eliminating the $7,500 federal tax credit, further dampening consumer interest in electric vehicles.
Sony Honda Mobility was formed in 2022, combining Honda’s engineering and manufacturing experience with Sony’s strengths in software, entertainment, and gaming. The companies say the joint venture is aimed at competing with established and emerging EV makers by emphasizing technology-driven features and digital integration as the broader auto industry reassesses the pace of electrification.
