A new electric vehicle brand, EMTA, has been introduced to target the Japanese market through a collaboration between Japanese automotive firms and the Chinese automaker Chery Automobile. The initiative, spearheaded by Yokohama-based EMT Co., marks a strategic entry into Japan’s significant kei car segment with the first model expected to hit the market in 2027.
The joint venture includes prominent Japanese companies such as Autobacs Seven and Anest Iwata, along with Chery Automobile, a battery producer, and several other partners. The EMTA brand’s debut model will be a compact electric kei car, a category that constitutes over one-third of Japan’s new vehicle sales, making it a vital segment for electric vehicle proliferation. The kei EV will undergo planning and marketing within Japan, while its design and production will take place in China. The vehicles are set to feature cutting-edge digital capabilities like wireless software updates, smartphone compatibility, and automated driving support.
In addition to the initial model, the venture plans to launch three more electric vehicle models by 2029 and is considering using select Autobacs retail locations for sales. There are also discussions about future manufacturing possibilities within Japan and potential expansion into international markets.
This launch occurs amid growing competition in Japan’s kei EV market. Chinese automaker BYD is gearing up to introduce its Racco kei EV specifically for Japan, while Nissan has broadened its Sakura range with a more affordable option. Concurrently, Suzuki aims to release its own kei EV within the current fiscal year, and Honda is preparing an electric variant of its popular N-Box model for a 2028 release.
As more companies enter the market, the momentum is building in Japan’s small electric vehicle sector, driven by the race to capture the attention of urban drivers who prioritize cost-efficiency. The influx of new models underscores the increasing importance and growth potential of electric mobility solutions tailored for short-distance travel within urban settings.