Key facts
- Sony Group will not participate in the 2027 Consumer Electronics Show (CES).
- The decision ends a participation streak that began with the event's first edition in 1967.
- Sony's focus is shifting towards entertainment content like games, music, and film.
- Sony and Honda Motor Co. have ended their Afeela electric vehicle joint venture.
Japan's Sony Group Corp. has announced it will not exhibit at the 2027 Consumer Electronics Show (CES) in Las Vegas, ending a participation that spanned six decades since the event's inception in 1967. The decision signals a strategic pivot by the electronics giant towards its entertainment businesses, including games, music, and film.
A Sony spokesperson confirmed the decision, which follows the company's absence from having its own booth at CES in January 2026. While Sony's Afeela electric vehicle prototype, developed through its joint venture with Honda Motor Co., was displayed at the show, the companies have since scrapped the venture, which was established in 2022.
Sony stated that it "continuously and strategically evaluate[s] our approach to events and communications based on the needs and priorities of our diverse business." The company emphasized its ongoing focus on entertainment, intellectual property, and creator support technologies. Historically, Sony maintained one of the largest booths at CES and hosted keynote events that attracted significant attention.