A new electric vehicle brand has been introduced through a collaboration between Japanese automotive companies and Chinese automaker Chery Automobile, aiming to capture the Japanese market with its first vehicle slated for arrival in 2027. The brand, named EMTA, is spearheaded by Yokohama-based EMT Co., which has highlighted plans to debut a compact electric kei car. This move targets one of Japan’s essential vehicle sectors, where such compact cars are highly favored.
This initiative sees a coalition of businesses, including Autobacs Seven and Anest Iwata from Japan, joining forces with Chery Automobile, a battery producer, and additional partners. The design and manufacturing of these kei electric vehicles (EVs) will be conducted in China, while the planning and marketing will be based in Japan. Future EMTA vehicles are expected to feature cutting-edge digital technologies like wireless software updates, smartphone connectivity, and support for automated driving capabilities.
Given that kei cars represent over a third of new vehicle sales in Japan, executives believe that this segment offers a promising gateway for electric transport solutions. These vehicles are primarily used for short commutes, reducing the emphasis on driving range concerns. EMT is also considering utilizing selected Autobacs retail locations as points of sale and is planning to introduce three more electric vehicle models by the year 2029. The company is contemplating future manufacturing operations in Japan and potentially expanding into international markets.
The announcement of this new venture arrives amid a fiercely competitive landscape in Japan’s kei EV segment. Notably, Chinese automaker BYD is gearing up to launch the Racco kei EV tailored for Japan, and Nissan Motor has expanded its Sakura lineup with a more affordable model. Additionally, Suzuki Motor intends to introduce a kei EV within the current fiscal year, and Honda Motor is working on an electric variant of its well-known N-Box, expected to hit the market in 2028.
The influx of new players underscores the growing momentum in the small electric vehicle market in Japan, where automakers are aggressively vying to attract budget-conscious urban consumers. As the market continues to expand, these developments highlight a significant shift towards electrification in one of the country’s most popular automotive segments.