A new electric vehicle brand targeting the Japanese market has emerged from a collaboration between Japanese automotive entities and Chinese automaker Chery Automobile, with its debut model slated for 2027. The brand, named EMTA, was unveiled by Yokohama-based EMT Co., which plans to make its entrance into the compact electric kei car segment, a significant portion of Japan’s auto industry.
This initiative is the result of a joint venture involving several companies, including Japan’s Autobacs Seven and Anest Iwata, in partnership with Chery Automobile, a battery producer, and various other contributors. While the design and manufacturing of the vehicles will be conducted in China, EMT has committed to planning and marketing the kei EVs within Japan. These vehicles are projected to feature cutting-edge digital technologies such as wireless software updates, smartphone connectivity, and capabilities for automated driving.
Executives from EMT highlight that kei cars represent over a third of new car sales in Japan, making this an opportune segment for introducing electric mobility solutions. Given that these vehicles are primarily used for short trips, concerns about driving range are less pressing. The company is also contemplating the use of select Autobacs stores as distribution points and has plans to release three more electric vehicle models by 2029, with potential manufacturing in Japan and an eye on international markets.
The launch of EMTA occurs amid a surge of competition within Japan’s kei EV sector. Chinese automaker BYD is on the verge of introducing its Japan-centric Racco kei EV. Concurrently, Nissan Motor has expanded its Sakura series with a more affordable variant. In parallel, Suzuki Motor is gearing up to debut a kei EV within the current fiscal year, while Honda Motor is in the process of engineering an electric version of its well-known N-Box, scheduled for a 2028 release.
This influx of new players underscores the escalating pace in Japan’s small electric vehicle market, as automakers strive to capture the interest of budget-conscious urban consumers.