Longtime CES observers know that Sony’s press conference is the traditional capper to the press day that precedes the show floor’s official opening the following day. And while that appears to be the same for 2026, there’s a twist: Instead of an overview of Sony’s electronics, video game and Hollywood studio plans for the new year, the presser will apparently have a more narrow focus: electric vehicles. Apparently the full event will be focused on two vehicles from Sony Honda Mobility — the Afeela 1 car that has made repeat appearances at CES, as well as an all-new concept model at the event.

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 the Afeela official YouTube channel. (We’ll embed the stream here once it appears on the channel.)

What to expect from Sony Afeela at CES

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

But the Afeela 1 won’t be the only vehicle on display. Its CES booth will showcase “several Afeela 1 pre-production vehicles in multiple color variations, alongside a new Afeela concept model,” Sony Honda Mobility said in a press release.

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