Sony Honda's Afeela 1 Stalls at CES, Still Feels Outdated

The automotive world is once again abuzz at CES 2026, but not all announcements are created equal. Sony Honda Mobility's Afeela 1, initially unveiled as the Vision-S prototype six years ago, continues to underwhelm, raising concerns about its viability in an increasingly competitive EV market. The Afeela 1's latest iteration, showcased at CES, appears to be lagging behind industry advancements, leaving analysts questioning its $89,900 price tag and late 2026 release date.

Minimal Changes, Maximum Delay

Despite years of development and a joint venture between Sony and Honda, the Afeela 1 shows only incremental improvements from its previous showings. Engadget reports that visually, the 2026 model is nearly identical to the 2025 version, with the most notable change being the seamless integration of the nose-mounted Media Bar. The interior boasts a higher degree of fit and finish, but the absence of traditional door latches, replaced by buttons and a smartphone app, has raised some eyebrows. Tesla's recent door handle issues immediately come to mind, highlighting the potential risks of prioritizing form over function.

The heart of the Afeela 1 is its interior tech. A sweeping display dominates the dashboard, featuring a 12.3-inch LCD gauge cluster paired with a 28.5-inch infotainment screen. While the system includes a privacy shield to minimize driver distraction and offers features like Zoom integration, I question the prudence of encouraging video conferencing while driving. The vehicle is equipped with 40 sensors, including LiDAR, aiming for Level 2+ driver assistance at launch, with aspirations for Level 4 autonomy down the line. However, as we've seen with Tesla's Full Self-Driving, achieving higher levels of automation is often a protracted and challenging endeavor. Qualcomm's Snapdragon Digital Chassis powers the infotainment system, which features an AI voice assistant. "Our brand, Afeela, is built on a vision to redefine the relationship between people and mobility," said Izumi Kawanishi, Sony Honda Mobility's president and COO.

Pricey Features, Questionable Value

Sony Honda Mobility emphasizes personalization, offering downloadable packages to customize various aspects of the car, from ambient lighting to engine sounds. While the Afeela Co-Creation Program aims to foster third-party development and revenue streams, the fundamental issue remains: the Afeela 1 is expensive. At $89,900, it faces stiff competition from established players offering more powerful and longer-range EVs at lower prices. "We do have that LiDAR, which is expensive, and introduces more safety. We have better entertainment, amazing displays and 800 TOPS of processing power. So, we believe that through our applications and our development, we are going to more than make our customers happy," said Shugo Yamaguchi, president and CEO of Sony Honda Mobility America.

Adding to the concerns, the Afeela 1's sedan form factor seems increasingly out of step with American market trends, where SUVs dominate. While Sony Honda Mobility has teased an Afeela 2026 Prototype SUV, its projected release in 2028 only exacerbates the problem. With the EV landscape evolving rapidly and competitors like BMW and Mercedes-Benz shifting towards more affordable models, the Afeela 1 risks becoming a relic of CES 2020—an ambitious concept that failed to adapt to the changing times. Frankly, even a PlayStation loyalist may have a hard time justifying that price tag.