CES 2025: From its first EV to content creation tools, Sony showcases its new advanced tech

Sony displayed new products spanning mobility, sports, and content creation during its keynote press conference at CES 2025, an annual trade show of all things tech held in Las Vegas.

Sony Honda Mobility, a joint venture between Sony and Honda that began in 2022, announced that its first model Afeela 1 is almost ready to go to market.

The concept car was first unveiled two years ago.

With a starting price of $89,900 (€86,500), the vehicle is now available for reservation in California, with deliveries expected in mid-2026.

The EV has 800 trillions of tera operations per second (TOPS) computing power and 40 driver-assistance sensors designed to improve safety and convenience, the Japanese electronics company says.

"Afeela's AI [artificial intelligence] perception is used to accurately recognise the surrounding environments, and its AI planner is used to create optimal driving plans," said Yasuhida Mizuno, CEO of Sony Honda Mobility.

Also introduced during the group’s keynote press conference was another collaboration project, a coach headset expected to debut during the 2025 National Football League (NFL) season in the US.

Powered by Horizon's 5G network, the headset is designed to enhance communication and efficiency. 

Sony also released a range of new filming tools.

A virtual production system dubbed PXO AKIRA is designed to film vehicles without needing on-location shoots.

PXO AKIRA uses robotic camera cranes, motion platforms, and LED displays to replicate dynamic settings.

This technology could reduce production costs and improve safety while expanding creative possibilities, the company says.

"It spins 360 degrees, syncs in real-time with the virtual environment on the LED screen for a true-to-life ride," said Johnny Slow, the