A new electric vehicle brand, EMTA, has been unveiled through a collaboration between Japanese automotive companies and the Chinese automaker Chery Automobile, targeting the Japanese market with its debut model planned for release in 2027. This initiative, spearheaded by Yokohama-based EMT Co., aims to introduce a compact electric kei car, a crucial segment in Japan’s automotive industry.
The collaboration includes Japanese firms Autobacs Seven and Anest Iwata, along with Chery Automobile, a battery manufacturer, and other partners. While the vehicles will be designed and manufactured in China, EMT plans to market and plan them within Japan. The upcoming kei EV will feature advanced digital capabilities, such as wireless software updates, smartphone integration, and support for automated driving functions.
Executives highlighted that kei cars make up over a third of new vehicle sales in Japan, making them a compelling entry point for electric vehicles. These compact cars are often used for short daily commutes, which minimizes concerns about the driving range. In addition to the kei car, EMT plans to release three more electric vehicle models by 2029 and is considering using selected Autobacs stores for sales. Future strategies may involve manufacturing in Japan and exploring overseas markets.
The announcement comes as competition in Japan’s kei EV sector heats up. Chinese automaker BYD is set to introduce its Racco kei EV tailored for Japan, while Nissan Motor is expanding its Sakura lineup with a more affordable variant. In parallel, Suzuki Motor intends to roll out a kei EV within the current fiscal year, and Honda Motor is preparing an electric version of its well-known N-Box model for a 2028 launch.
This influx of new players underscores the growing momentum in Japan’s small electric vehicle market, as automakers vie to capture the interest of budget-conscious urban drivers.