Afeela, the joint venture mobility brand co-headed by Sony and Honda made big waves when it unveiled the Afeela 1 sedan a few years ago but while the brand has been quick to make plenty of promises, it’s still has not formally begun production.

While that particular aspect has not changed, the brand did unveil the prototype of its second vehicle which will eventually bring Afeela into the SUV wars as it attempts to expand its reach to a wider range of customers.

A mystery in showcar clothing

We don’t know much about this concept beyond the fact that it will be an SUV. The exterior styling is shared for the most part with its sedan teammate with the front and rear fascias getting Afeela’s signature lighting scheme and the Afeela light up script and media bar in the center of the grille panel that unifies it all.

The look is a bit bland to say the least but that’s a small price to pay for the company embracing an ultra-minimalist look that strongly focuses on aerodynamic efficiency. The interior was off limits, but look for the cabin to share its core identity with the Afeela 1 and bring many of its wares into the SUV. Afeela also didn’t reveal what powertrain is hiding beneath the skin, but look for that item to also be shared with the sedan.

When will we see it produced?

Like everything else associated with Afeela, potential buyers of this SUV will be forced to play the waiting game (like they are currently doing with the Afeela 1.) In the case of the SUV, it won;t appear in production form until 2028 with the model being sold in the U.S. and Japan with Europe being left out of the running. Pricing here could potentially be over $100,000 but we won;t be surprised if the base model is around $84,000 to $90,000.

The main problem here is whether the wait will be worth it and whether the company can afford to make its future buyers wait. The market is changing rapidly and EVs have rapidly retreated both in demand and sales. While Sony will continue to provide the high-end electronics and tech that will underpin these vehicles, the broader reality in the marketplace means Afeela will have a mountain to climb before it becomes a profitiable concern with some of its hike being in the legal system thanks to a recent court battle with the state of California.