The future of automotive innovation took center stage in Las Vegas this week as Sony Honda Mobility proudly revealed its second electric vehicle prototype, signaling an exciting expansion of the Afeela family.

At a news conference during the Consumer Electronics Show, the joint venture between Sony Group and Honda Motor showcased their vision for a new SUV-style model that perfectly blends automotive excellence with entertainment technology. This announcement represents another milestone in one of the automotive industry's most promising collaborations, bringing together Honda's decades of vehicle manufacturing expertise with Sony's leadership in entertainment and technology.

Yasuhide Mizuno, chairperson and CEO of Sony Honda Mobility, shared the company's ambitious timeline, revealing that U.S. customers can look forward to receiving this innovative SUV as early as 2028. This announcement comes as the company prepares to begin deliveries of its debut model, the Afeela 1 sedan, to California customers later this year—a momentous occasion that marks the official launch of this groundbreaking partnership.

The Afeela brand represents a fresh approach to automotive design, focusing on creating spaces where people genuinely enjoy spending time. Rather than simply emphasizing electric powertrains, Sony Honda Mobility is crafting vehicles that serve as mobile entertainment and lifestyle hubs. The Afeela 1 exemplifies this philosophy, featuring an impressive array of advanced driver-assistance systems, immersive music and video capabilities, and interactive artificial intelligence functions developed in collaboration with Microsoft.

Japanese customers will join the Afeela experience in the first half of 2027, with the basic version starting at $89,900 and the flagship edition at $102,900. These premium offerings reflect the sophisticated technology and thoughtful design integrated into every aspect of the vehicle.

Izumi Kawanishi, president and chief operating officer at Sony Honda, expressed confidence in the company's unique approach to the automotive market. While some observers point to fluctuations in electric vehicle demand, Kawanishi emphasized that Afeela's value proposition extends far beyond its electric powertrain. The company's focus remains on enriching customers' daily lives by creating vehicles that function as extensions of their digital lifestyle and entertainment preferences.

This human-centered philosophy distinguishes Sony Honda Mobility in an increasingly competitive landscape. By leveraging Sony's expertise in creating engaging user experiences and Honda's commitment to quality engineering, the partnership is pioneering a new category of vehicles that prioritize enjoyment and connectivity.

As the automotive industry continues evolving, Sony Honda Mobility's approach offers an inspiring glimpse into a future where vehicles serve as more than mere transportation—they become cherished spaces for entertainment, relaxation, and connection. The unveiling of this second prototype demonstrates the partnership's commitment to expanding its vision and bringing innovative mobility solutions to customers worldwide.

With deliveries of the Afeela 1 beginning soon and the exciting SUV prototype on the horizon, Sony Honda Mobility is positioning itself as a transformative force in the automotive world, proving that collaboration and innovation can create truly remarkable results.