Sony (SONY.US) to miss the 2027 CES after dissolving joint venture with Honda (HMC.US), shifts focus to entertainment content

According to Jinse Finance APP, Sony Group (SONY.US) will be absent from the 2027 International Consumer Electronics Show (CES), ending its decades-long presence at this electronic extravaganza in Las Vegas and shifting focus more towards its entertainment content business. The decision to fully withdraw from CES will reshape the layout of this globally prominent consumer electronics exhibition. Sony has long occupied one of the largest booths at CES; even as its Japanese counterparts reduced their presence, Sony remained a mainstay, drawing large crowds to its keynote events.

A Sony spokesperson confirmed previous reports, stating that neither Sony nor its affiliated companies plan to participate in next January’s CES. Sony's products were first showcased at the inaugural CES in 1967. Earlier this year, the PlayStation maker did not set up a dedicated booth at the event, but its joint venture with Honda Motor (HMC.US) showcased the Afeela electric vehicle.

Sony has also responded to the trend of CES extending into the automotive sector, using the show to promote its collaborative project with Honda to develop electric vehicles. This project was one of Sony’s most significant attempts at exploring new platforms for content and AI-driven services, but it was terminated this year, with both parties announcing a reevaluation of the future of the joint venture established in 2022.

On March 25, 2026, Sony and Honda jointly announced the termination of all development and launch plans for the Afeela series of electric vehicles. In their joint statement, both parties noted that, due to Honda's reassessment of its electrification strategy, the original commercial plans were no longer feasible. Sony expects that, given SHM’s “asset-light” operational model, this change will not substantially impact its financial condition.

One major reason for halting the project is that Honda has faced an unprecedented financial crisis. For fiscal year 2025, Honda expects a net loss ranging from 420 billion to 690 billion yen (approximately 18.2 billion to 29.9 billion yuan), marking its first annual net loss since listing in 1957. Honda had previously stopped the development and sales plans for three electric vehicles originally intended for production in North America, and has sharply reduced its global pure EV annual sales target for 2030 from 2 million to 700 thousand to 750 thousand units.

In its statement, Sony said: “We continue to strategically assess participation in exhibitions and communication methods, based on the needs and priorities of our diversified businesses.” The company stated its focus continues to shift towards entertainment, intellectual property, and technology that supports creators.

Sony’s business increasingly leans towards gaming, music, and film, reducing the importance of CES as a platform to showcase its strategy. The company remains a key supplier of automotive image sensors, and executives believe that automobiles may eventually help create new forms of in-car entertainment.