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At CES 2026 Sony Honda Mobility unveiled the Afeela Prototype 2026, a low-key crossover that mirrors the Afeela 1 sedan’s front LCD visor, roof-mounted LiDAR, auto-power doors and aero wheels. SHM says a production version will reach the U.S. in 2028. The Afeela 1, meanwhile, is being trial-built at Honda’s East Liberty plant for California deliveries later this year, followed by Arizona and Japan in 2027.

Volkswagen has announced plans to add an “import fee” to the price of imported cars sold in the US later this month, in response to the 25% tariffs imposed by the US government on imported cars and auto parts. This move is one of the first clear examples of how automakers are dealing with the tariffs imposed by President Trump. Volkswagen also plans to reduce sales incentives and has halted rail shipments of cars from its plants in Mexico to the US, although sea shipments will continue. The Volkswagen Atlas and ID.4, produced at its Chattanooga plant in Tennessee, are also expected to be affected by the tariffs due to their imported components.

Toyota has teased a new US-market SUV believed to be the fifth-generation Highlander, potentially transitioning to full electrification on the e-TNGA architecture. The teaser image reveals a boxy silhouette, pronounced fenders and full-width LED taillights echoing the 2021 bZ Large SUV concept. The three-row battery-electric vehicle is expected to compete against the Kia EV9 and Hyundai Ioniq 9, with the existing Grand Highlander continuing to serve internal combustion customers.

Mercedes-AMG unveiled the new AMG GT Black Series road car and GT3 race car, both derived from the Track Sport prototype and powered by a 4.0-litre twin-turbo V8 engine, set to compete from the 2027 season. The Black Series features yellow-green livery and Michelin Pilot Sport Cup 2 tyres, while the GT3 racer sports red stripes and a full roll cage. Both share aggressive aerodynamics including large grilles, single-nut wheels, fixed rear wings, and prominent diffusers.

Geely's "One Geely" strategy advances to Thailand with the establishment of a unified management company directly overseeing Geely, Zeekr, and Riddara brands. Zeekr Thailand will rebrand as Geely Auto Thailand in H2 2026, with Geely targeting the sub-one million Baht segment and Zeekr positioned above, eliminating product overlap while optimising resources and local market operations.

The all-new Audi A6L and A6L e-tron officially launched on March 25 with pre-sale prices ranging from 323,000 to 436,000 yuan, representing a reduction of over 100,000 yuan compared to the outgoing model. As a next-generation offering in a market where NEV penetration exceeds 50%, the aggressive pricing strategy reflects the evolving competitive landscape, with the A6L e-tron joining the lineup to strengthen Audi's electrification push.