Sony Honda Mobility's Afeela 1 Struggles to Impress at CES 2026

Sony's Automotive Vision Seems Stuck in Neutral

Since its reveal as the Vision-S concept at CES 2020, Sony has been relentlessly pursuing the dream of creating a car. Fast forward to 2026, and we're still a year away from the Afeela 1's expected release on the road.

Now born from the Sony Honda Mobility collaboration instead of Sony alone, the vehicle is priced at $89,900, promising about 300 miles per charge. Its design, however, remains understated, with the enormous 31.5-inch 'Media Bar' on its front barely making an impression.

Questioning the Innovations

Presenting once more at this year's CES, the Afeela 1 shows few updates. Externally, there’s little to differentiate it from the 2025 model, except the 'Media Bar' now gives a seamless look, without a previous awkward split.

Internally, the car boasts improved quality. Access requires a hidden button or the use of a smartphone app for automatic door opening, bypassing traditional latches, a choice that sparks curiosity given issues with some Tesla models.

A Sound Experience

Enter the car and find tranquility as the bustling CES floor noise fades away, thanks to the 28 strategically placed speakers and Dolby Atmos audio technology, making each note in Sony’s advanced sound system a delight.

A striking feature inside is the encompassing display running across the dash, merging a 12.3-inch gauge and a 28.5-inch passenger display. Sony has equipped their software to effectively segment this, allowing for interactive app adjustments.

Pushing Technological Boundaries

Distractions are managed by privacy features dimming non-essential apps, yet curious features like participating in Zoom calls from the driver’s seat raise questions about necessity.

Forty sensors, including LiDAR and noticeable roof cameras, are set to facilitate Level 2+ autonomous driving initially, with ambitious plans to advance to Level 4—although historically, these enhancements tend to face delays.

Behind the Tech Curtain

Much of the vehicle's processing is powered by Qualcomm’s Snapdragon Digital Chassis, enhancing both the entertainment and driving tech with an AI assistant guiding you to culinary delights along your drive.

The vehicle aims to forge a personal connection through customizable options, from internal lighting and dashboard configurations to sounds and displays.

Personalization and Connectivity

At CES, a variety of custom experiences were showcased, including a nod to Honda’s 1965 racing heritage. The Afeela also includes a developer-friendly Co-Creation Program for third-party customizations, embracing new revenue with premium content selling.

Nonetheless, initial costs remain higher at $89,900, unchanged from last year, with the first Afeela models set to be delivered predominantly in California, then Arizona.

Yet to Make Its Mark

Despite confirmed production underway in Ohio, the Afeela 1 is underwhelming next to rivals like the Lucid Air Touring, which offers more power and range for less money.

Given trends in the American market, an SUV might be a wiser release, yet Sony anticipates releasing an SUV iteration by 2028.

Future in the Balance

Although the Afeela 1 represents Sony's clear commitment to their automotive adventure, challenges like pricing and competitive positioning linger. Sony Honda Mobility America’s president argues for the vehicle's advanced safety sensors and entertainment edge, asserting these elements will captivate their audience more than lower-priced alternatives.

Whether consumers will justify paying a premium for these proposed luxuries, which may not materialize soon, remains a significant question. Even in the competitive buzzy electric vehicle sector, the Afeela still seems like a concept struggling to find its place.