A new electric vehicle brand, EMTA, has been unveiled by a collaboration between Japanese automotive companies and China’s Chery Automobile, with plans to introduce its first model to the Japanese market in 2027. This venture focuses on the creation of a compact electric kei car, a crucial segment in Japan’s automotive landscape, as announced by EMT Co., based in Yokohama.
The partnership involves several entities, including Japanese firms Autobacs Seven and Anest Iwata, alongside Chery Automobile and a battery manufacturer. The strategy is to design and manufacture these vehicles in China while planning and marketing them in Japan. The vehicles are expected to feature cutting-edge digital technologies such as wireless software updates, smartphone integration, and support for automated driving functions.
Executives highlight that kei cars represent over one-third of new vehicle sales in Japan, making this segment an appealing target for electric vehicle innovation. These cars are typically used for short daily commutes, reducing concerns about driving range. EMT is also considering utilizing select Autobacs stores as retail locations and is planning to introduce three more electric vehicle models by 2029, with future possibilities of manufacturing in Japan and expanding to international markets.
This announcement arrives amidst growing competition in Japan’s kei EV market. Chinese automaker BYD is preparing to release its Racco kei EV, tailored for Japan, and Nissan Motor has recently broadened its Sakura lineup by adding a more affordable version. Concurrently, Suzuki Motor is set to launch a kei EV within the current fiscal year, and Honda Motor is developing an electric variant of its well-known N-Box model, slated for release in 2028.
The increasing number of entrants into the market underscores the rising momentum in Japan’s small electric vehicle sector, as automakers vie to capture the attention of budget-conscious urban drivers seeking efficient transportation solutions.