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The automotive world is bracing for a seismic shift at CES 2026. Sony Honda Mobility (SHM), the high-profile joint venture between the electronics giant and the automotive titan, is set to make its most significant splash yet. According to recent reports, SHM will unveil the pre-production model of its first electric vehicle, the AFEELA 1, alongside a brand-new concept vehicle. This is not just another car launch; it's a declaration of a new era where mobility and entertainment are inextricably linked. With California deliveries scheduled for later in 2026, the AFEELA 1 is no longer a distant dream but an imminent reality, promising to transform the daily commute into a personalized, immersive experience. The stage is set in Las Vegas for SHM to demonstrate how its unique blend of Sony's digital prowess and Honda's engineering excellence will redefine what a car can be.
From Vision-S to AFEELA: A CES Journey
The road to CES 2026 began six years ago with a surprise that stunned the tech world. At CES 2020, Sony unveiled the Vision-S concept sedan, a sleek electric vehicle meant to showcase its sensor and imaging technologies. What many initially dismissed as a mere technical demonstration quickly evolved. By CES 2022, Sony announced the formation of Sony Mobility Inc., signaling its serious intent to enter the EV market. The game changed completely in March of that year when Sony and Honda joined forces, combining their respective strengths to create Sony Honda Mobility.
The fruit of this partnership, the AFEELA brand, was introduced at CES 2023. The prototype showcased then was a clear evolution of the Vision-S, but with a more defined purpose: to move people physically and emotionally. The upcoming CES 2026 presentation will mark the culmination of this journey, presenting a vehicle that is ready for the road and a new concept that hints at the future of the brand.
Redefining the Automotive Landscape
The AFEELA 1 is positioned not just to compete but to change the rules of the game. In a market saturated with promises of horsepower and range, SHM is focusing on the user experience. The car is designed as a "moving entertainment space," leveraging Sony's vast ecosystem of movies, music, and games. The interior is dominated by a panoramic screen that spans the entire dashboard, creating an immersive environment for all occupants.
A key differentiator is the integration of Epic Games' Unreal Engine to power the car's human-machine interface (HMI), promising rich, real-time 3D graphics and a highly intuitive user experience. Perhaps the most headline-grabbing feature is the inclusion of PlayStation Remote Play, allowing passengers to stream games from their PS5 console directly to the car's screens. By turning the vehicle into a premium entertainment hub, SHM is betting that the future of automotive luxury lies in software and digital experiences, a strategy that could force legacy automakers to rethink their own approach to in-cabin technology.
The Entertainment Hub of the Autonomous Future
The emphasis on entertainment is not merely a gimmick; it's a forward-looking strategy inextricably linked to the future of autonomous driving. As vehicles become more capable of driving themselves, the driver's role will shift from active operator to passive passenger. The AFEELA 1 is designed with Level 3 autonomous driving capabilities in mind, meaning that in certain conditions, the car can handle the driving task, freeing up the driver to engage with other activities.
This creates a new, valuable block of time for consuming content. SHM's vision of a software-defined vehicle allows for continuous updates and personalized experiences driven by AI. The car's sensors will not only be used for safety but also to understand occupant behavior and preferences, tailoring the environment—from seat position to content recommendations—to each individual. This points to a future where the car is an extension of your digital life, a personalized lounge on wheels where the journey is as enjoyable as the destination.
The 2026 Competitive Landscape
When the AFEELA 1 hits the roads in 2026, it will enter a highly contested premium EV market. Its competitors will include established luxury players and new entrants. BMW's upcoming iX3, based on the new Neue Klasse platform, will be a formidable rival, promising significant leaps in efficiency and a new design language. Mercedes-Benz will continue to refine its EQS line, focusing on traditional luxury and comfort. The Lucid Air, already a benchmark for range and performance, will likely have seen further updates.
With a starting price expected around $89,900, the AFEELA 1 is firmly in the luxury segment. Its success will depend on whether its unique entertainment-first proposition resonates with buyers over the more established pillars of automotive luxury. While its competitors may offer more range or faster acceleration, none can match AFEELA's deep integration with the Sony entertainment ecosystem. This could be the decisive factor for a new generation of buyers who value digital experiences as much as driving dynamics.
Wrapping Up
CES 2026 is poised to be a watershed moment for Sony Honda Mobility. The unveiling of the AFEELA 1 pre-production model is not just the launch of a new car; it's the realization of a bold vision that merges the worlds of mobility and entertainment. By betting big on software, user experience, and the future of autonomous driving, SHM is attempting to disrupt an industry that has been slow to adapt to the digital age. As the automotive landscape shifts, the AFEELA 1 stands as a testament to the power of cross-industry collaboration, and its success or failure will likely influence the direction of car design for years to come. The eyes of the tech and automotive worlds will be on Las Vegas, waiting to see if this ambitious gamble pays off.
Disclosure: Images rendered by Artlist.io
Rob Enderle is a technology analyst at Torque News who covers automotive technology and battery developments. You can learn more about Rob on Wikipedia and follow his articles on Forbes, X, and LinkedIn.
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