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At CES we usually look at the next big screen, chip or device. This year, one of the more interesting revelations in Las Vegas came from an automaker emblem that still feels brand new. Afeela, the electric vehicle brand spun out of Sony Honda Mobility, has launched an SUV-style prototype that signals the company is serious about becoming more than just a one-car curiosity.
If you’ve only vaguely followed Afeela, the Afeela 1 sedan is still the first act. Customer deliveries are scheduled for late 2026 in California, Japan following in early 2027, and pricing is firmly in the premium range at $89,900 for the Origin trim and $102,900 for the Signature. This context is important because the SUV prototype is clearly aimed at the same well-heeled audience, just with more space and a higher stance.
While the term SUV is accurate, it’s not the boxy, upright shape most people imagine. The Afeela prototype reads more like a lifted, long-wheelbase fastback with a sleek, minimalist body that stays close to the sedan’s design language. There are very few sharp creases, the surface is deliberately clean and the flush details give it the feel of a concept car, even if Afeela is already talking about the production timing.
The technical specifications are still largely secret, but the best clue is Sony’s earlier Vision-S 02 concept, which the prototype is based on. This vehicle was approximately 192.7 inches long, had a 119.3-inch wheelbase, wore 20-inch wheels, and weighed approximately 5,467 pounds, suggesting a large, beefy electric vehicle rather than a compact crossover. If the production version maintains anywhere near this footprint, expect it to end up in the same space as other large luxury electric vehicles, just with a different character.
And it’s in this personality that 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 talked about advanced driver assistance features at launch, with an eye on more autonomy in the future. For buyers who care about the digital ecosystem as much as they care about 0-60 bragging rights, this aspect could be the catch.
Of course, timing is the tricky part. The SUV isn’t expected to be available in the U.S. until 2028 at the earliest, and that’s a lifetime in the world of electric vehicles, especially in the luxury segment where competition is relentless and product cycles move quickly. Still, the collaboration between Sony and Honda remains one of the most interesting encounters 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 could end up being a late arrival that’s still worth the wait.
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Lloyd Tobias is an experienced automotive journalist and passionate enthusiast with over 15 years of experience in the world of cars. Whether it’s exploring the latest advancements in automotive technology or keeping abreast of breaking industry news, Lloyd brings a keen perspective and deep appreciation for all things automotive. In his texts he combines technical understanding with practical enthusiasm, making his contributions both informative and appealing to readers who share his love of driving. When he’s not behind the keyboard or under the hood, Lloyd enjoys test driving the latest models and staying one step ahead in an ever-evolving automotive landscape.
