Sony’s CES 2026 press conference is just a few days away, but this year there is a twist: Instead of an overview of Sony’s electronics, video game and Hollywood studio plans for the new year, the presser apparently has a narrower focus: electric vehicles. That’s because the traditional end-of-press-day slot isn’t just Sony, but Sony Honda Mobility — the joint venture responsible for the Afeela 1 electric car that’s been on display at CES for the better part of a decade. This year, however, we will see a new concept model of the event, too.

How to watch the Sony Afeela CES 2026 press conference

The event will be streamed live from Las Vegas on Monday, January 5 at 8PM ET via Official YouTube channel of Afeela. (We’ll embed the stream here once it appears on the channel.)

What to expect from Sony Afeela at CES

What is now Afeela 1 is shown in various incarnations since CES 2020where it was originally announced as Vision-S. But many other important details have been confirmed over the past two years, including the price, which starts at a staggering $89,900. However, early impressions were less impressive, and at CES 2025, that thought remains the same. Engadget automotive expert Tim Stevens said earlier this year that the EV “feels like a PlayStation 4 in the PS5 era,” and that “the car has lost a bit of its interesting styling while staying true to some details that sounded good five years ago.” Ouch.

But the Afeela 1 is not the only car on display. Its CES booth will display “several Afeela 1 pre-production vehicles in multiple color variations, along with a new Afeela concept model,” Sony Honda Mobility said in a press release.

We hope to hear about what’s new and improved at CES 2026, and we’re also excited to see the latest concept model. And between booth displays and press releases, we’re hoping to see at least a few new Sony Electronics products on the docket for 2026, too.