Sony and Honda’s collaborative endeavor, known as Sony Honda Mobility (SHM), is preparing to make waves in the U.S. market with its Afeela 1 electric vehicle. Priced at $90,000, customer deliveries are expected to begin by the end of 2026. Alongside this, the company has unveiled an SUV concept, which is anticipated to inspire a production model targeted for release in the U.S. as early as 2028.

The Afeela Prototype 2026 was recently showcased and bears a striking resemblance to the pre-production Afeela 1. The design features short overhangs and a long wheelbase, resulting in a noticeably larger presence on the road. While specific details about the vehicle remain under wraps, SHM’s CEO, Yasuhide Mizuno, emphasized that it remains in the “early-stage concept” phase.

In preparation for its consumer debut, SHM is planning phased demonstration drives for early reservation holders. By 2027, the company intends to expand its sales reach to Arizona, following its initial launch in California. Japanese consumers can look forward to receiving their first deliveries at the start of 2027, according to Mizuno.

In many ways, the Afeela seems to serve not just as a vehicle but as a canvas for Sony’s array of entertainment technologies. The car is equipped with dashboard-wide screens, 40 sensors and cameras enabling semi-autonomous driving features, and all-wheel drive capabilities. It also hints at future technologies such as augmented reality integration and “virtual worlds” within the driving experience. Notably, Sony has mentioned that PlayStation 5 owners will be able to stream games directly onto the car’s infotainment system.

As the Afeela enters the competitive market of high-end EVs, it faces stiff competition. With a price point above $90,000, it joins a segment where consumer demand has waned due to saturation and fierce rivalry from established brands like Tesla, Mercedes, Audi, and BMW. The broader industry trend is now leaning towards developing more budget-friendly options, in an effort to counter the growing presence of Chinese automakers in the market.