A collaboration between Japanese automotive firms and the Chinese automaker Chery Automobile has birthed a new electric vehicle brand targeting the Japanese market, with an initial model set to debut in 2027. The newly launched EMTA brand, announced by Yokohama-based EMT Co., plans to introduce a compact electric kei car aimed at one of Japan’s key vehicle segments.
The joint venture assembles several companies, including Japanese entities such as Autobacs Seven and Anest Iwata, alongside Chery Automobile, a battery producer, and other partners. EMT revealed that while the kei electric vehicle will be planned and marketed in Japan, its design and manufacturing will occur in China. The company aims to equip its vehicles with cutting-edge digital features, such as wireless software updates, smartphone integration, and support for automated driving functions.
Executives noted that kei cars represent a significant portion of new vehicle sales in Japan, comprising over one-third of the market. This makes the segment an attractive entry point for electric vehicle initiatives. Given that these vehicles are primarily used for short, everyday trips, concerns over driving range are less pronounced.
In addition to the planned kei car, the company is considering utilizing select Autobacs stores as sales outlets and aims to introduce three more electric vehicle models by 2029. Future strategies include potential manufacturing operations in Japan and expansion into international markets. This announcement emerges amid escalating competition within Japan’s kei EV market, as Chinese automaker BYD prepares to launch its Racco kei EV tailored for Japan, and Nissan Motor has augmented its Sakura lineup with a more affordable variant.
Simultaneously, Suzuki Motor is gearing up to release a kei EV within the current fiscal year, while Honda Motor is in the process of developing an electric version of its N-Box model, slated for a 2028 release. The increasing number of players underscores the growing momentum in Japan’s small electric vehicle market as automakers vie for the attention of cost-conscious urban drivers.