Sony Honda JV AFEELA to Launch Second All-Electric SUV in U.S. by 2028

Sony Honda Mobility (SHM), the joint venture between Sony and Honda, unveiled its second all-electric vehicle—the AFEELA-branded SUV prototype—for the first time at CES 2026. The SUV is scheduled to launch in the U.S. market in early 2028. Built on the same platform as the previously announced AFEELA 1 sedan, this new SUV places greater emphasis on space, comfort, and versatility. Production preparations for the first model, the AFEELA 1 sedan, are already underway at Honda’s Ohio plant. Priced between $90,000 and $103,000, initial deliveries will be limited to California, with potential expansion to Arizona by 2027. Technologically, the new SUV will feature Qualcomm’s Snapdragon Digital Chassis platform, the AFEELA Intelligent Drive advanced driver-assistance system, and a virtual assistant powered by Microsoft Azure OpenAI. SHM is also exploring a blockchain-driven content ecosystem. Amid slowing growth in the U.S. electric vehicle market, SHM is focusing on delivering a “mobility entertainment experience,” leveraging Honda’s manufacturing expertise and Sony’s rich content resources to pursue a differentiated strategy. Currently, all models are exclusively targeted at the U.S. market.