CES rarely offers second chances at a first impression. For the global debut of the AFEELA Prototype, Sony Honda Mobility turned its CES booth into a live, repeatable premiere engine designed not just to reveal a vehicle but sustain momentum long after Media Day. The launch unfolded onstage, where an in-house engineered garage door opened on cue and the prototype drove forward onto a rotating platform. Surrounding that moment, four vehicles, including the pre-production AFEELA 1 in three finishes, invited in-cabin virtual drive demos, material exploration, and real-time interface interaction. A dual-purpose inverted LED ceiling shifted seamlessly between architectural lighting and motion content, while a glassed-in audio theater showcased Sony’s spatial sound technology alongside LiDAR sensing and entertainment vignettes from across the Sony ecosystem. Designed as a continuous presentation environment, the exhibit supported a host of standing-room-only events and sparked global coverage across tech, automotive, and culture media.

The debut landed globally, earning coverage from BBC News, The Verge, CNET, MotorTrend, Hypebeast, and more.