Sony's long-running streak at the world's largest tech trade show is coming to an end. According to a report from Bloomberg, Sony Group will not exhibit at CES 2027 in Las Vegas, ending a run that began at the show's first edition in 1967. A Sony spokesperson made the decision official, telling reporters the company "continuously and strategically" analyses its approach to events based on its changing business priorities.
The decision was bound to happen, as Sony didn't operate its own consumer electronics booth at CES 2026. It was only present to show off the Afeela electric vehicle, a creation of Sony Honda Mobility. That joint venture, formed with Honda back in 2022, has since fallen apart. Earlier this year, Sony Honda Mobility said it was stopping Afeela development and production completely, leaving Sony with no reason to attend the show.
Skipping CES after 60 years is part of a wider retreat from consumer hardware. Sony has also been spinning off its Bravia TV business into a new joint venture with TCL, giving TCL a 51% stake while Sony holds the remaining 49%, with the new company scheduled to start operating in April 2027. Together with the Afeela shutdown, that leaves Sony with a short list of physical products that would've secured a CES booth, pushing the company's focus toward games, music, and films, its main growth areas.
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As recently as CES 2024, Sony drove its Afeela prototype onto the stage using a PlayStation DualSense controller as a marketing stunt, and the company has historically run large booths at the event every year. For a company as well-known as Sony, not attending the event in 2027 is disappointing, but Sony promises to maintain its relationship with CES organizers, the Consumer Technology Association, and hasn't ruled out returning in the future.
