A collaborative effort between Japanese automotive companies and Chinese automaker Chery Automobile has given rise to a new electric vehicle brand targeting the Japanese market. The brand, named EMTA, has set its sights on launching its first model, a compact electric kei car, by 2027. This initiative is spearheaded by Yokohama-based EMT Co., which unveiled the brand and its strategic focus on one of Japan’s key vehicle segments.
The EMTA venture unites several entities, including Japanese firms Autobacs Seven and Anest Iwata, as well as Chery Automobile, alongside a battery manufacturer and other partners. The company has outlined that the kei electric vehicle (EV) will be developed and marketed in Japan, with design and manufacturing processes taking place in China. The vehicles are expected to feature cutting-edge digital enhancements such as wireless software updates, smartphone connectivity, and support for automated driving functionalities.
Executives from EMT emphasize the significance of the kei car segment, noting that these vehicles make up over a third of new vehicle sales in Japan. This makes the segment a compelling entry point for electric mobility, particularly since kei cars are typically used for short daily commutes, reducing concerns about driving range. The company is contemplating using select Autobacs stores as sales venues and aims to introduce three more electric vehicle models by 2029. Future ambitions include potential manufacturing in Japan and expanding into international markets.
The announcement emerges amidst a competitive surge in Japan’s kei EV market. Chinese automaker BYD is on the verge of launching its Racco kei EV tailored for Japan, while Nissan Motor has broadened its Sakura lineup with a more affordable variant. Concurrently, Suzuki Motor is preparing to debut a kei EV within the fiscal year, and Honda Motor is working on an electric version of its popular N-Box model slated for release in 2028.
This increasing influx of entrants underscores the growing momentum in Japan’s small electric vehicle market, as automakers strive to capture the attention of budget-conscious urban consumers. The race to innovate and offer cost-effective electric solutions is intensifying, highlighting the strategic importance of the kei car segment in the broader push towards electric mobility.