CES is usually where we go to see the next big screen, the next big chip, or the next big gadget. This year, one of the more interesting reveals in Las Vegas came from an automaker badge that still feels brand new. Afeela, the electric-vehicle brand born from Sony Honda Mobility, rolled out an SUV-style prototype that signals the company is serious about becoming more than a one-car curiosity.
If you have been loosely following Afeela, the Afeela 1 sedan is still the first act. Customer deliveries are slated for late 2026 in California, with Japan following in early 2027, and the pricing puts it firmly in premium territory at $89,900 for the Origin trim and $102,900 for the Signature. That context matters because the SUV prototype is clearly aiming at the same well-heeled crowd, just with more space and a taller stance.
Calling it an SUV is accurate, but it is not the boxy, upright shape most people picture. The Afeela prototype reads more like a lifted fastback, with a long wheelbase look and a smooth, minimalist body that stays close to the sedan’s design language. There are very few sharp creases, the surfacing is intentionally clean, and the flush details give it a concept-car vibe even though Afeela is already talking production timing.
The specs are still mostly under wraps, but the best clue is Sony’s earlier Vision-S 02 concept that the prototype traces back to. That vehicle was roughly 192.7 inches long with a 119.3-inch wheelbase, wore 20-inch wheels, and tipped the scales at about 5,467 pounds, which suggests a big, substantial EV rather than a compact crossover. If the production version keeps anything close to that footprint, expect it to land in the same general space as other large luxury EVs, just with a different personality.
And that personality is where the Sony influence really shows. Afeela keeps talking about in-car experiences and software as the main event, not just the powertrain, and the company has already discussed advanced driver-assistance capability at launch with an eye toward more autonomy down the road. For shoppers who care as much about the digital ecosystem as they do about 0-60 bragging rights, that angle could be the hook.
Of course, the timing is the tricky part. The SUV is not expected to reach the U.S. until 2028 at the earliest, and that is an eternity in the EV world, especially in the luxury segment where competition is relentless and product cycles move fast. Still, Sony and Honda pairing up remains one of the more intriguing matchups in the industry: Honda brings manufacturing and vehicle fundamentals, Sony brings software, sensors, and entertainment DNA. If Afeela can translate that promise into a polished production SUV, it may end up being a late arrival that still feels worth the wait.
Lloyd Tobias is a seasoned automotive journalist and passionate enthusiast with over 15 years of experience immersed in the world of cars. Whether it’s exploring the latest advancements in automotive technology or keeping a close pulse on breaking industry news, Lloyd brings a sharp perspective and a deep appreciation for all things automotive. His writing blends technical insight with real-world enthusiasm, making his contributions both informative and engaging for readers who share his love for the drive. When he’s not behind the keyboard or under the hood, Lloyd enjoys test driving the newest models and staying ahead of the curve in an ever-evolving automotive landscape.
