AFEELA 1 and Prototype 2026: Sony Honda Mobility at CES
Ahead of the opening of CES® 2026 in Las Vegas, NV, Sony Honda Mobility (SHM) held a press conference on 5 January (local time) to outline its evolving vision for the future of mobility and to debut the next chapter of AFEELA.
Under the theme "Mobility as a Creative Entertainment Space," the company presented AFEELA 1 as a pre-production model. This model is the first production version, and SHM plans to begin customer deliveries in the US later this year. The company also reaffirmed its long-term technology vision and explained how partnerships across technology, entertainment, and creation shape its roadmap. SHM also debuted a new prototype at the conference, the AFEELA Prototype 2026. SHM plans to launch a production model based on this prototype in the US as early as 2028.
SHM confirmed that AFEELA 1 deliveries in California will begin in 2026, with sales expansion to Arizona in 2027. SHM also confirmed the world premiere of AFEELA Prototype 2026 and said it expects a US market launch of a production model based on this prototype as early as 2028. SHM also plans to adopt solutions from Qualcomm Technologies' Snapdragon Digital Chassis within its next-generation electrical/electronic (E/E) architecture. SHM also launched the "AFEELA Co-Creation Program" to give creators access to development documentation for AFEELA in-vehicle entertainment content. SHM also announced plans to develop a new open, on-chain mobility service platform that leverages a token-based incentive model.
SHM positions next-generation mobility as a Creative Entertainment Space and plans to power that experience with vehicle AI. It aims to shift vehicles from driver-centric machines to intelligent partners that understand user preferences and emotions, so occupants can make better use of space and time while travelling. SHM continues to enhance its advanced driver assistance system (ADAS), AFEELA Intelligent Drive, and plans to evolve it into an end-to-end AI model that integrates a Vision-Language Model (VLM). SHM will start with Level 2+ driver assistance that supports travel from the departure point to the destination, and it aims to achieve Level 4–equivalent capabilities in the future. SHM expects this path to create a "drive-less" environment where occupants can enjoy entertainment while the vehicle manages the drive.
SHM also advances the AFEELA Personal Agent, an interactive conversational AI that leverages Microsoft Azure OpenAI Service. It delivers highly personalised, natural dialogue experiences tailored to individual users, and it aims to strengthen the relationship between people and electric mobility by making it more personal. SHM plans to support these capabilities by using solutions from Qualcomm Technologies' Snapdragon Digital Chassis within AFEELA’s future electrical/electronic architecture. SHM expects this next-generation E/E architecture to help it deliver AI-centred mobility experiences through ongoing adoption of cutting-edge automotive platforms.
Through the "AFEELA Co-Creation Program," SHM collaborates with creators and developers to expand what in-vehicle entertainment can do, including in-car themes and apps. SHM also builds cloud APIs and a development environment for Android applications on IVI (in-vehicle infotainment). This approach lets developers create new mobility applications that transform the in-cabin experience and support the broader AFEELA ecosystem. To accelerate open co-creation, SHM also aims to build an on-chain mobility service platform that uses a token-based incentive model powered by crypto technologies. Under the "X-to-Earn" concept, SHM aims to create an ecosystem that spans three mobility service cycles: ideation, development, and experience & evaluation. SHM also intends to open this ecosystem to other automakers and service providers.
SHM has moved AFEELA 1 from concept to near-term reality and continues to build momentum in the US electric vehicle market. Reservations for AFEELA 1 began in January 2025 in California, and SHM has since opened AFEELA Studio showrooms and hosted vehicle-exhibition events at multiple locations. SHM welcomed more than 100,000 visitors and conducted over 24,000 in-vehicle demonstrations within the first year. In autumn 2025, SHM ran trial production of AFEELA 1 on the production line at its contract manufacturing partner, Honda’s East Liberty Auto Plant in Ohio. SHM conducted these runs as part of preparations for mass production and exhibited the resulting pre-production vehicles at CES 2026.
SHM will open "AFEELA Studio and Delivery Hubs" in Torrance and Fremont, California, this spring. These sites will combine showroom and delivery functions to deliver a full AFEELA brand experience. SHM will also offer a phased experiential programme, AFEELA (Advanced Access), for early reservation holders, and plans to host demo drives later this year. SHM plans to expand sales of AFEELA 1 in Arizona in 2027 and to begin deliveries in Japan in the first half of 2027.
AFEELA Prototype 2026 debuted at CES 2026 and builds on the core concept of AFEELA 1. It offers greater spatial flexibility and accessibility, aiming to deliver joy and value to a broader range of users. SHM plans to develop a production model based on this prototype for launch in the US market as early as 2028, which supports its longer-term roadmap for next-generation electric mobility.
SHM featured leaders from Sony Honda Mobility and Sony Honda Mobility of America Inc. at the press conference, alongside guest speakers from across the automotive, entertainment, and creative sectors. Speakers included Yasuhide Mizuno, Representative Director, Chairperson and CEO, and Izumi Kawanishi, Representative Director, President and COO, as well as J Thongnop, Senior Director Marketing. Guest speakers included Nakul Duggal（Qualcomm Technologies, Inc., Automotive and Industrial & Embedded IoT, EVP and Group GM）, Eric Lempel（Sony Interactive Entertainment, Business and Product, Senior Vice President）, and TOMOKO IDA（Music Producer）.
AFEELA 1 redefines the relationship between people and mobility by integrating advanced software and high-performance hardware to deliver intelligent mobility. It includes Advanced Driver Assistance Systems (ADAS) that reduce driving stress and provide a safe, secure mobility experience. It also includes an interactive personal agent that enables seamless communication with the vehicle. The cabin features a unique sound system and optimised displays that enable occupants to access a variety of apps and entertainment content. SHM designed the vehicle’s performance to foster a sense of unity with the driver, delivering agile, stable handling and a high-quality ride for all passengers.
