A new electric vehicle brand, EMTA, has been introduced through a collaboration between Japanese automotive companies and Chinese automaker Chery Automobile, specifically targeting the Japanese market. EMT Co., based in Yokohama, announced the brand launch and plans to release a compact electric kei car by 2027, aiming at a key segment of Japan’s auto industry.
The partnership unites various entities, including Japan’s Autobacs Seven and Anest Iwata, along with Chery Automobile, a battery producer, and other partners. While the planning and marketing of the upcoming kei EV will occur in Japan, its design and manufacturing are set to take place in China. The vehicles are expected to feature advanced digital capabilities, such as wireless software updates, smartphone integration, and automated driving support functions.
Kei cars represent a significant portion of Japan’s automotive market, accounting for over one-third of new vehicle sales. EMT executives see this as a promising entry point for electric mobility, especially since these cars are typically used for short trips, reducing concerns about driving range. The company is also considering utilizing select Autobacs stores as sales venues and aims to introduce three more electric vehicle models by 2029, with future aspirations for local production in Japan and international market expansion.
This initiative emerges amid growing competition in Japan’s kei EV market. Chinese firm BYD is preparing to launch its Racco kei EV for the Japanese audience, while Nissan has expanded its Sakura series with a budget-friendly variant. Simultaneously, Suzuki is scheduled to release a kei EV within the current fiscal year, and Honda is working on an electric version of its well-known N-Box, expected to debut in 2028.
The increasing number of players in this sector underscores the rising momentum in Japan’s small electric vehicle market, as manufacturers vie for the attention of cost-conscious urban consumers.