The first automotive concept to debut in 2026 comes from Afeela, a relatively unknown brand created through Sony Honda Mobility, a joint venture between Japanese powerhouses Sony and Honda. Despite slowing electric vehicle demand in the United States, the new brand is pushing forward with its premium EV ambitions, aiming squarely at the upper end of the market.
Although customer deliveries of the Afeela 1 electric sedan are not scheduled to begin until later this year, the company has already revealed an SUV-style counterpart. Presented as a prototype at CES 2026 in Las Vegas, the high-riding Afeela EV is planned to reach the U.S. market no earlier than 2028. While labeled an SUV, its proportions are closer to a raised sedan than a traditional boxy utility vehicle, with a sleek silhouette reminiscent of the Mercedes-Maybach Ultimate Luxury concept unveiled in 2018.
The exterior design closely follows the minimalist approach introduced by the Afeela sedan. Smooth body panels dominate the shape, with very few sharp creases or angles, and the absence of visible door handles reinforces its futuristic character. Though it may not stand out as bold or aggressive, the prototype presents a clean and refined aesthetic. Its design language strongly echoes Sony’s Vision-S 02 concept first shown at CES in 2022, signaling a clear evolution rather than a dramatic departure.
Technical details remain scarce, but the earlier Vision-S 02 offers clues about the SUV’s potential size and stance. That concept measured nearly 193 inches long, stretched across a generous 119.3-inch wheelbase, rode on 20-inch wheels, and weighed approximately 5,467 pounds. These figures suggest that the production SUV will be a large, heavy, and likely feature-rich electric vehicle aimed at comfort and technology rather than outright sportiness.
Pricing has not yet been announced, which is expected given the vehicle’s distant production timeline. For reference, the Afeela 1 sedan starts at $89,900 in Origin trim and reaches $102,900 for the fully equipped Signature version, indicating that the SUV will likely occupy a similar luxury price bracket.
The collaboration between Sony and Honda combines advanced digital technology, entertainment expertise, and sensor systems with decades of automotive engineering experience. While this partnership could appeal to tech-focused buyers, the SUV faces notable challenges ahead. EV sales in the U.S. declined by 2.1 percent last year—the first drop since 2019—and the removal of tax incentives may further impact consumer demand.
Although the Afeela sedan will also launch in Japan in early 2027, plans to introduce the SUV to markets beyond the U.S. have not been confirmed. Expanding globally would be logical, but with a premium price point and a late arrival, Afeela’s electric SUV will have to work hard to gain traction in an increasingly competitive market.
