A new electric vehicle brand targeting the Japanese market has emerged from a collaboration between several Japanese companies and Chinese automaker Chery Automobile, with its first model set to hit the roads in 2027. The launch of the EMTA brand was announced by EMT Co., based in Yokohama, with plans to introduce a compact electric kei car. This segment is particularly important in Japan’s automotive landscape, making it a strategic choice for entering the electric vehicle market.
The venture brings together Japanese firms such as Autobacs Seven and Anest Iwata with Chery Automobile, a battery manufacturer, and other partners. The strategy involves planning and marketing the kei EV in Japan, while the design and manufacturing processes will take place in China. These vehicles are expected to feature advanced digital capabilities, including wireless software updates, smartphone integration, and automated driving support.
Kei cars, which represent over one-third of new vehicle sales in Japan, are popular for short daily trips, reducing concerns about driving range. EMT is considering using select Autobacs stores as sales outlets and has set its sights on launching three more electric models by 2029. Future expansion plans could include manufacturing within Japan and extending their reach to international markets.
This announcement comes amid growing competition in Japan’s kei EV segment. Chinese automaker BYD is gearing up to introduce its Racco kei EV tailored for Japan, while Nissan Motor has broadened its Sakura lineup with a more affordable option. Meanwhile, Suzuki Motor is set to release a kei EV during the current fiscal year, and Honda Motor is working on an electric version of its successful N-Box model, slated for a 2028 release.
The increasing number of players in Japan’s electric vehicle market underscores the rising momentum in the small EV sector, as automakers vie for the attention of budget-conscious urban drivers.
