Sony Honda Mobility Will Highlight Progress on AFEELA 1 at CES 2026

Sony Honda Mobility (SHM), the joint venture between Sony Group Corporation and Honda Motor Co. Ltd., will offer an update on its AFEELA 1 automobile and showcase a new concept vehicle at CES 2026. Set for Jan. 6-9 in Las Vegas, CES annually features the latest in consumer electronics, including updates on breakthrough vehicle technology.

During the event, SHM will share updates for its first model, AFEELA 1, now presented as a pre-production model, and showcase an all-new concept build. Currently available to reserve, the AFEELA 1 will begin deliveries to California customers next year.

At CES 2026, SHM’s booth—its largest to date—will feature several AFEELA 1 pre-production vehicles in multiple color variations, alongside a new AFEELA concept model, demonstrating the company’s commitment to the evolution of the AFEELA brand as consumer interest grows with the approaching launch.

The booth will showcase examples of the values that the AFEELA brand offers, according to company officials—Autonomy (evolving autonomy), Augmentation (expansion of the body and space-time), and Affinity (collaboration with people and symbiosis with society).

Established in 2022, Sony Honda Mobility is a Japanese joint venture mobility tech company established by Sony Group Corporation and Honda Motor Co. Ltd. in 2022. Its goal is pursuing vehicle innovation as a “mobility tech company” under its corporate purpose of: “Pursuing innovation with diverse knowledge and inspiring people.” The resulting brand is AFEELA, which proposes a “new relationship between people and mobility.” SHM aims to lead innovation in the industry through joint development and sales of high-value-added mobility and providing services for mobility.