Sony Honda Mobility (SHM), the joint venture between Sony Group Corporation and Honda Motor Co., Ltd., today announced that it will be exhibiting at CES 2026, which takes place in Las Vegas, NV January 6-9, 2026. Ahead of the show's public opening, SHM will be holding its first ever independent press conference on Media Day at its booth (LVCC, Central Hall, Booth #20800) on Monday, January 5, 2026. During the conference, SHM will share exciting new updates for its first model, AFEELA 1, now presented as a pre-production model, and showcase an all-new concept model. Currently available to reserve, the AFEELA 1 will begin deliveries to California customers in 2026.
At CES 2026, SHM's booth, its largest to date, will feature several AFEELA 1 pre-production vehicles in multiple color variations, alongside a new AFEELA concept model, demonstrating the company's commitment to the evolution of the AFEELA brand as consumer interest in the brand continues to grow and as the AFEELA 1's launch approaches.
The entire booth will showcase examples of the values that the AFEELA brand offers: Autonomy (evolving autonomy), Augmentation (expansion of the body and space-time), and Affinity (collaboration with people and symbiosis with society).
More details are below:
CES® 2026 Sony Honda Mobility Press Conference
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Date and Time: Monday, January 5th, 5:00 PM-5:30 PM PST
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Location: Las Vegas Convention Center, Sony Honda Mobility AFEELA Booth (Central Hall Booth #20800)
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Live Streaming of the Press Conference: AFEELA Official YouTube Channel
Established in 2022, Sony Honda Mobility is pursuing innovation in mobility as a "Mobility Tech Company" under its corporate purpose of "Pursuing innovation with diverse knowledge and inspiring people." The resulting brand is "AFEELA," which proposes a "new relationship between people and mobility."
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