Forget everything you thought you knew about the future of driving. At CES 2026: Sony's keynote didn't just unveil a car; it presented a paradigm shift, transforming the humble automobile into a personal entertainment sanctuary and a mobile command center. The much-anticipated Afeela electric vehicle, a collaboration with Honda, took center stage, signaling Sony's audacious leap into redefining mobility. This wasn't merely about horsepower or battery range; it was a profound declaration that our vehicles are poised to become the ultimate extension of our digital lives.
Indeed, the central theme of CES 2026: Sony's keynote was unequivocally the Afeela, an electric car designed not just for transport, but for immersive experiences, advanced autonomy, and a new era of in-car connectivity. Sony's vision extends far beyond traditional automotive metrics, aiming to revolutionize how we interact with our cars and reclaim travel time for productivity or leisure.
Reimagining the Drive: Afeela's Vision for Mobility
For years, Sony has teased the Afeela, hinting at its potential to transcend conventional vehicle design. This year, the company solidified its intent, focusing less on hard specifications and more on a holistic lifestyle integration. A significant departure from previous CES 2026: Sony's keynote presentations, the focus was laser-sharp on the Afeela's ability to serve as a mobile entertainment hub. Early demonstrations showcased seamless integrations with Sony services like Crunchyroll, offering a personalized media experience. The confirmation of PlayStation Remote Play support, teased at CES 2024, now feels like a foundational pillar of this strategy, allowing passengers to enjoy high-fidelity gaming on the go.
Beyond entertainment, Sony unveiled ambitious plans for the Afeela Intelligent Drive system. Currently operating at Level 2+ driver assistance, enabling features like automated merging and lane changes, Sony is committed to achieving Level 4+ autonomy “in the future.” This signifies a path towards full self-driving capabilities within defined operational design domains, transforming the car from a driving machine into a dynamic lounge (SAE International, 2021). While not expected at launch, this commitment underscores Sony's serious approach to usability and passenger experience.
The ultimate promise, frequently echoed at CES, is a future where occupants can simply relax while the car handles navigation. Sony, however, distinguishes its vision by leveraging its vast portfolio of entertainment products. Imagine streaming a movie on Netflix or Disney+, engaging in a competitive PlayStation session, or even managing smart home devices directly from your vehicle. This holistic ecosystem approach, where the car becomes an extension of your digital life, is precisely what those earlier cross-promotions were building towards.
Credit: Michelle Ehrhardt
The Co-Creation Revolution: Personalizing Your Afeela Experience
Until the fully autonomous future arrives, the Afeela is designed to be a highly personalized space. Beyond pre-loaded themes inspired by Sony properties like Astro Bot and Gran Turismo, the innovative spirit highlighted during CES 2026: Sony's keynote extends to a groundbreaking Afeela co-creation program. This initiative invites developers and content creators to craft custom applications and media specifically for the vehicle. This could range from unique themes for the car's touchscreens to specialized Android apps that enhance the in-car experience.
The customization goes even deeper. Drivers will have the unprecedented ability to personalize the Afeela's "motor" sound, moving beyond generic engine noises to bespoke auditory experiences. Sony demonstrated this with Japanese music producer Tomoko Ida, who presented a custom motor sound that evoked a cinematic, almost THX-like quality, rather than a traditional engine rumble. Furthermore, a small "media bar" on the front of the car allows for visual customization, offering a new canvas for expression. This level of personalization taps into the growing demand for unique digital experiences within vehicles (Statista, 2023).
Credit: Michelle Ehrhardt
The co-creation program is a clever strategic move, emphasizing the Afeela's identity as a gadget-on-wheels rather than just a mode of transport. In a notable, albeit unconventional, detail, Sony announced that developers participating in the program could receive payment in cryptocurrency. Sony states this aims to "accelerate open co-creation" and hints at opening the program to "other automakers and service providers." While the broader implications of this payment method for industry collaboration remain to be seen, it reflects a forward-thinking, if somewhat experimental, approach to fostering innovation (PwC, 2024).
Credit: Michelle Ehrhardt
From Concept to Concrete: Afeela's Road to Reality
After years of anticipation, the ambitious timeline outlined during CES 2026: Sony's keynote indicates that the Afeela is finally moving from concept to concrete reality. Sony confirmed that the car is now in production, with initial deliveries of the Afeela 1 — the pre-production model featured throughout this article — slated for customers in California later this year. This marks a significant milestone for the project, showcasing Sony's commitment to bringing its vision to market.
However, the rollout will be gradual. While California leads the charge, sales are projected to reach Arizona by 2027, with Japanese deliveries also scheduled for the same year. This phased approach means that widespread availability will take time, potentially tempering immediate excitement for those outside the initial launch regions. Despite the wait, Sony plans to offer test drives to registered prospective buyers before deliveries commence, allowing early adopters to experience the Afeela firsthand.
Credit: Michelle Ehrhardt
The broader implications of CES 2026: Sony's keynote are profound. While the Afeela's initial availability might be limited, its introduction represents a bold new direction for the automotive industry. It feels less like a traditional car and more like a high-tech gadget, prompting comparisons to what an 'Apple Car' might have embodied. While sitting inside an Afeela prototype last year revealed a familiar yet luxurious interior, Sony's ambitions don't stop there.
Credit: Michelle Ehrhardt
The keynote concluded with the reveal of the "Afeela Prototype 2026," promising "greater spatial flexibility and accessibility." This evolution hints at a future where the car truly becomes a versatile, adaptable space—a mobile living room or office, perfect for gaming or even remote work during autonomous journeys. Only time will tell how quickly this vision materializes, but Sony has certainly set a new benchmark for what we can expect from our vehicles.
