A new electric vehicle brand, EMTA, has been unveiled through a collaboration between Japanese companies and China’s Chery Automobile, marking a strategic entry into the Japanese market. The Yokohama-based EMT Co. announced that the initiative will launch its first model, a compact electric kei car, in 2027, targeting a crucial sector within Japan’s automotive landscape.
The alliance includes notable Japanese firms such as Autobacs Seven and Anest Iwata, alongside Chery Automobile and a battery manufacturer, among other partners. This international cooperation aims to capitalize on Japan’s significant kei car segment, which represents over a third of the country’s new vehicle sales. This market is seen as particularly receptive to electric vehicles due to the typical usage of kei cars for short daily commutes, which minimizes concerns about battery range.
EMT plans to design and market the kei EV in Japan, while production will take place in China. The vehicles will feature modern digital capabilities like wireless software updates, smartphone connectivity, and support for automated driving. As part of its strategy, EMT is considering using select Autobacs stores as sales outlets and plans to introduce three more electric vehicle models by 2029, with potential future manufacturing in Japan and international market expansion.
This announcement comes amid a surge in competition within Japan’s kei EV market. Chinese automaker BYD is readying its Japan-centric Racco kei EV, while Nissan Motor has expanded its Sakura line with a more affordable option. At the same time, Suzuki Motor is set to release a kei EV within the current fiscal year, and Honda Motor is developing an electric version of its popular N-Box, expected to launch in 2028.
The intensifying competition underscores a growing momentum in Japan’s small electric vehicle sector as automakers vie to capture the attention of cost-conscious urban consumers seeking sustainable and economical transportation options.