A new electric vehicle brand targeting the Japanese market has emerged from a collaboration between Japanese automotive companies and Chinese automaker Chery Automobile. The brand, known as EMTA, unveiled by Yokohama-based EMT Co., plans to release its first model, a compact electric kei car, in 2027. This vehicle is poised to enter a crucial segment of Japan’s automotive industry.
The collaboration involves several partners, including Japanese entities such as Autobacs Seven and Anest Iwata, along with Chery Automobile and a battery manufacturer. While the vehicle will be designed and manufactured in China, its planning and marketing will happen in Japan. Advanced digital features, such as wireless software updates, smartphone integration, and automated driving support, are expected to be integral to these vehicles.
The kei car segment, which accounts for over one-third of new vehicle sales in Japan, is seen as a promising entry point for electric vehicles. These cars are typically used for shorter daily commutes, minimizing concerns about driving range. Additionally, EMT is considering utilizing selected Autobacs stores as sales outlets and aims to introduce three more electric vehicle models by 2029. Future initiatives include potential manufacturing operations in Japan and exploring opportunities in international markets.
This announcement comes at a time when competition in Japan’s kei EV market is heating up. Chinese automaker BYD is set to release its Racco kei EV tailored for Japan, while Nissan Motor has recently added a more affordable version to its Sakura lineup. Furthermore, Suzuki Motor plans to launch a kei EV within the current fiscal year, and Honda Motor is working on an electric variant of its well-known N-Box, slated for a 2028 release.
The increasing number of players entering the market underscores the growing momentum of Japan’s small electric vehicle sector. Automakers are intensifying efforts to appeal to budget-conscious urban consumers, driving innovation and competition within the industry.