By ROB HULL, MOTORING EDITOR
While Sony is arguably best known for producing PlayStations and flashy TVs, the Japanese multinational conglomerate is in the midst of ramping up plans to enter the new car market - and this week unveiled what could be its second model.
In a joint venture with fellow Japanese car firm Honda, Sony is set to launch its first car - the Afeela 1 saloon - later this year.
But before that happens, it has taken the wraps off a sleek SUV that could be on the road before the end of the decade.
Sony debuted the electric family car at this week's Consumer Electronics Show (CES) in Las Vegas.
Production of the Afeela 1 is due to begin imminently at Honda's Ohio factory, though outputs of the Prototype SUV are likely to commence in 2028.
But drivers in Europe are unlikely to see either car, with the project targeting the US and Japanese markets initially.
No need to walk, man: This is Sony's first attempt at an SUV. The Afeela Prototype signals second model from the tech firm's tie-up with Honda
The SUV is likely to debut in 2028 with the name Afeela 2. It will be built at Honda's Ohio factory, where the Afeela 1 saloon will shortly start production
The SUV is also expected to be produced at Honda's US car factory and shares much of its styling with the clean - and somewhat clinical - Afeela 1 saloon, though with a greater ride height an improved cabin space.
The design features similar rectangular headlights and an external 'media bar' display that sits between them; trademarks of the saloon model.
Clean lines along the car's profile, a single rear light bar, and a two-tone roof combine for a premium feel to rival luxury marques.
In terms of dimensions, it is set to measure in at around five metres long - around the same as a short wheelbase Range Rover - and have a wheelbase of around three metres.
Sony has yet to reveal any performance figures, but we believe it's likely to use the saloon's 91kWh lithium-ion battery, which should be good for a range of around 300 miles.
A pair of Honda developed e-motors combine for a power output in the region of 480bhp and it is expected to have charging capacity up to speeds of 150kW.
Sony debuted the electric family car at this week's Consumer Electronics Show (CES) in Las Vegas on Monday
The Afeela Prototype 2026 is displayed during a Sony Honda Mobility news conference ahead of the annual Consumer Electronics Show in Las Vegas
The SUV is also expected to be produced at Honda's US car factory and shares much of its styling with the clean - and somewhat clinical - Afeela 1 saloon, though with a greater ride height an improved cabin space
But while Honda's responsibility in the project lies predominantly with the engineering and manufacturing of the Afeela cars, Sony will deploy its expertise in providing ground-breaking technology and UX, which it sees as the primary focus for new models arriving at the end of the decade.
'With Afeela, driving is no longer the primary purpose of mobility,' the company says.
'The primary experience becomes the time and space inside the vehicle - where people enjoy content, connect, and relax.'
With attention redirected towards comfort and gadgets, the SUV is likely to carry over the 1 saloon's advanced robotics-based posture control suite, which optimises ride comfort for occupants.
But it too will have a cossetted cabin filled with technology and a fully customisable cockpit.
This will undoubtedly include a dashboard-width digital display screen using Sony's latest OLED tech, a camera-based digital rear-view mirror and 'yoke' steering wheel.
CEO of Sony Honda Mobility Yasuhide Mizuno speaks beside the Afeela Prototype, which is expected to hit US and Japanese markets in 2028 - though won't be coming to Europe
Clean lines along the car's profile, a single rear light bar, and a two-tone roof combine for a premium feel to rival luxury marques
The design features similar rectangular headlights and an external 'media bar' display that sits between them; trademarks of the saloon model
In terms of dimensions, it is set to measure in at around five metres long - around the same as a short wheelbase Range Rover - and have a wheelbase of around three metres
Like the 1 saloon, it will debut with Level 2+ autonomy - allowing for hands-free driving on specific highways for short journeys - though will have the hardware to allow for up to Level 4 self-driving in the future, providing full eyes-off-the-road automation.
'The vehicle becomes a retreat - quiet, comfortable, and restorative - offering peace of mind wherever the road leads,' the marketing blub goes on.
'The cabin transforms into an immersive theatre with exceptional sound and visuals, or becomes a space that sparks creativity. Afeela adapts to your needs.'
Sadly for those who like the look of the new Afeela, the chances of getting your hands on one in the UK are slim.
The Afeela 1 is expected to go on sale first in California this year, with availability in Arizona and Japan shortly after.
The SUV - which is likely to be called the Afeela 2 - will enter the same markets originally, with no suggestions of breaking into the European sector.
Prices for the saloon are earmarked to start from around $90,000 (£66,000), with the SUV likely at a premium price in excess of $100,000, so around £75,000.
