A new electric vehicle brand, EMTA, has been launched through a partnership between Japanese automotive companies and the Chinese automaker Chery Automobile, specifically targeting the Japanese market. Yokohama-based EMT Co. spearheaded this initiative, with plans to introduce a compact electric kei car by 2027, tapping into one of Japan’s crucial vehicle segments.
This collaboration unites a range of entities, including Japanese firms Autobacs Seven and Anest Iwata, with Chery Automobile and a battery manufacturer among others. EMT has disclosed that while the kei electric vehicle (EV) will be planned and marketed in Japan, the design and production will take place in China. Noteworthy features of these vehicles will include advanced digital capabilities, such as wireless software updates, smartphone integration, and automated driving support.
Executives from EMT emphasized that kei cars represent over a third of new vehicle sales in Japan, positioning them as an ideal entry point for electric mobility. Given that these vehicles are typically used for short commutes, concerns over driving range are less pronounced. In addition to the initial model, the company plans to release three more electric vehicle models by 2029 and is considering future manufacturing operations in Japan, alongside potential expansion into international markets.
The initiative comes amid increasing competition in Japan’s kei EV market. Chinese automaker BYD is gearing up to launch its Racco kei EV tailored for Japan, whereas Nissan Motor has broadened its Sakura lineup with a more affordable version. Concurrently, Suzuki Motor intends to unveil a kei EV within the current fiscal year, and Honda Motor is developing an electric variant of its well-known N-Box model, set for release in 2028.
The surge of new entrants underscores the growing momentum in Japan’s small electric vehicle market, as automakers vie to win over budget-conscious urban drivers. EMT is also looking into utilizing select Autobacs stores as sales outlets for their vehicles, reflecting the dynamic and evolving landscape of the electric vehicle sector in Japan.