Afeela SUV: Sony Honda Mobility Revolution arrives at CES 2026 and targets 2028 launch
From PlayStation to the road: Sony and Honda are preparing a new smart electric SUV
The groundbreaking partnership between Sony and Honda is taking things to the next level. After capturing the world's attention with the Afeela 1 sedan, the two Japanese companies are taking advantage of CES 2026 in Las Vegas to unveil a new member of the family: a next-generation electric SUV.
If the sedan was the promise of intelligent mobility, the new SUV, presented in the form of the Afeela Prototype 2026, confirms the brand's ambition to become a major player in the premium vehicle market.
Afeela SUV: Sony technology meets Honda engineering
Although full technical details are still kept under wraps, the new concept takes the sedan's minimalist design language but adapts it for an SUV-Coupé silhouette, offering more space and versatility.
Here's what we know so far about Sony Honda Mobility's (SHM) strategy:
- Market launch: The production model based on this prototype is scheduled for debut in 2028.
- Manufacturing in the USA: Like the Afeela 1, the SUV will most likely be produced at Honda's Ohio plant, using the new assembly lines dedicated to electric vehicles.
- Leading Entertainment: The SUV will integrate the Sony ecosystem, offering passengers access to PlayStation Remote Play and an immersive audio-visual experience, transforming the car into a "creative entertainment space."
- Artificial Intelligence: The partnership with Microsoft for the use of AI in vehicle interaction will be a central pillar for this model as well.
Honda on the Romanian market: The success of the e:HEV hybrid
While the future of Afeela is taking shape on the horizon of 2028, Honda is going through a period of solid consolidation in Romania. The Japanese brand has managed to create a loyal customer niche, relying on legendary reliability and the accelerated transition to hybrid engines.
Popular models and sales
Currently, the Honda range in Romania is almost entirely electrified through the e:HEV system. The most sought-after models on the local market are:
- Honda Civic e:HEV: It remains the "heart" of the brand, being appreciated for its driving dynamics and the surprising efficiency of the hybrid system.
- Honda CR-V: The family SUV is a sales pillar, the new generation now also offering a Plug-in Hybrid (e:PHEV) variant, very popular among those with access to charging infrastructure.
- Honda HR-V: A compact crossover that attracts with its coupé-like design and the versatility of the famous Magic Seats seating system.
- Honda ZR-V: The newest member of the SUV family, positioned between the HR-V and CR-V, which quickly gained ground thanks to its sporty looks and premium interior.
How is the local brand doing?
Honda Trading Romania consistently reports positive results, with the brand being perceived as a "smart" and premium alternative to volume brands. Another strong point in Romania is the motorcycle segment, where Honda holds the market leadership position, thus consolidating the group's image as an expert in mobility.
Although the Afeela 1 sedan will initially be launched in the US (late 2026) and later in Japan (2027), European fans of the brand hope that the 2028 SUV will benefit from a faster global distribution strategy, given Europeans' increased appetite for this segment.
Conclusion: A bridge between digital innovation and showroom reality
The partnership between Sony and Honda through the Afeela brand does not just represent the launch of a new vehicle, but a paradigm shift: the automobile is no longer just a means of transportation, but a mobile technological hub. Although the SUV that will be presented at CES 2026 seems to be taken from a science fiction movie, it is based on Honda's engineering rigor, a guarantee of quality that has already convinced thousands of customers in Romania.
Until we see the first Afeela models rolling on the streets of Europe, the current success of e:HEV hybrid models on the local market demonstrates that the Romanian public appreciates Japanese efficiency and reliability. Whether we are talking about the popular Civic or the robust CR-V, Honda has managed to secure a solid position, preparing the ground for the electric future that will culminate in launches in 2028. It remains to be seen whether the new SUV will succeed in transforming the driving experience as much as Sony did with digital entertainment, but one thing is certain: the future of the two brands looks more connected than ever.