The Consumer Electronics Show (CES) has long served as the premier global stage for unveiling the future of technology, and in recent years, the automotive sector has taken center stage with increasing prominence. For the 2026 event, a significant shift is occurring within one of the show’s most anticipated traditions. Sony’s customary press conference, which typically caps the pre-show media day with a broad overview of its electronics, entertainment, and gaming divisions, is pivoting to a highly focused automotive showcase. This year, the spotlight will be squarely on Sony Honda Mobility, the joint venture between the Japanese tech and automotive giants, and its Afeela brand of electric vehicles. This strategic narrowing of focus underscores the venture’s maturation from a conceptual prototype to a near-production reality, signaling that the ambitious vision of a “software-defined vehicle” built on Sony’s expertise in sensors, entertainment, and AI is now on the verge of reaching consumers. The event promises not only an updated look at the much-discussed Afeela 1 sedan but also the debut of an all-new concept model, offering a glimpse into the brand’s future design and technology roadmap.
Event Details and How to Watch Live
The Sony Honda Mobility Afeela press conference is scheduled for Monday, January 5, 2026, at 8:00 PM Eastern Time (5:00 PM Pacific Time). In keeping with modern CES tradition, the event will be held in Las Vegas and broadcast globally via a live stream. The primary platform for the stream will be the official Afeela YouTube channel, ensuring easy access for media, industry watchers, and potential customers worldwide. Viewers can expect a polished production that highlights the vehicles’ design, interior technology, and performance specifications. For those unable to watch live, the stream will almost certainly be available for replay on the same channel shortly after the conclusion of the presentation, allowing for detailed analysis of every announcement and visual reveal.
The Afeela 1: From Vision to Near-Reality
The centerpiece of the presentation will undoubtedly be the Afeela 1, the production-intent sedan that has evolved over several CES appearances since its 2020 debut as the Sony Vision-S concept. The vehicle represents the tangible outcome of the Sony-Honda partnership, aiming to merge Honda’s automotive manufacturing prowess with Sony’s leadership in imaging sensors, audio, gaming, and entertainment ecosystems. Key details, including a starting price of $89,900, have already been confirmed, positioning it as a premium competitor in the electric sedan market. However, the 2026 presentation faces the critical task of addressing earlier critiques. Following the 2025 showcase, some automotive experts noted that the Afeela 1’s technology and design felt somewhat dated, lacking the revolutionary spark expected from a brand born at CES. The upcoming press conference is therefore a crucial opportunity for Sony Honda Mobility to demonstrate meaningful progress—showcasing finalized interior tech, advanced driver-assistance systems powered by Sony’s sensor suites, and perhaps revised styling or performance metrics that reaffirm its position as a forward-thinking vehicle rather than a concept that has lingered too long in development.
Debuting a New Concept: Unveiling the Next Chapter
Perhaps the most intriguing element of the 2026 press conference is the promised debut of a new Afeela concept model. While the Afeela 1 solidifies the brand’s initial production direction, a fresh concept vehicle serves to articulate its long-term vision and design language. This new model could take any number of forms—a sportier coupe, a spacious SUV to capture a larger market segment, or even a van-like vehicle exploring new modes of shared mobility and in-cabin experience. The concept will likely be a showcase for next-generation technologies that may not be ready for the Afeela 1’s imminent launch but are in the pipeline. This could include more advanced autonomous driving capabilities, even more immersive passenger entertainment systems, innovative human-machine interfaces, or new sustainable materials. This reveal is designed to generate excitement and headlines, proving that the Afeela brand has a dynamic future beyond its first model and reinforcing Sony Honda Mobility’s commitment to continual innovation at the intersection of technology and mobility.
Broader Implications for Sony and CES
The decision to dedicate Sony’s prime CES press conference slot entirely to Afeela speaks volumes about the strategic importance of this venture within the broader Sony corporation. It marks a bold declaration that mobility is now a core pillar of Sony’s business, not a side project. For CES itself, this further cements the transformation of the show from a convention dominated by televisions and laptops to an essential auto show where the future of transportation is defined by software, connectivity, and user experience. While the focus is on Afeela, it remains possible that the event could include brief teases or acknowledgments of other Sony Electronics products slated for 2026, though they are expected to play a supporting role. Ultimately, the Sony Afeela CES 2026 press conference is poised to be a defining moment, answering pressing questions about the readiness and competitiveness of its first vehicle while simultaneously launching a new concept to shape expectations for what comes next. The world will be watching to see if this joint venture can deliver on its ambitious promise to redefine the car.
