A new electric vehicle brand targeting the Japanese market has emerged from a collaboration between Japanese automotive companies and Chinese automaker Chery Automobile. This initiative, led by Yokohama-based EMT Co., plans to launch its first model, a compact electric kei car, in 2027. The brand, named EMTA, aims to capture Japan’s significant kei car segment, which represents more than a third of the nation’s new vehicle sales.
The EMTA venture involves a mix of several companies, including Japanese firms Autobacs Seven and Anest Iwata, Chery Automobile, a battery manufacturer, and other partners. While the strategic planning and marketing for the kei electric vehicle (EV) will occur in Japan, the design and manufacturing are set to take place in China. EMT Co. has highlighted plans to incorporate advanced digital features into its vehicles, such as wireless software updates, smartphone integration, and automated driving support.
In a bid to tap into the thriving market for compact, urban-friendly electric vehicles, the company is also evaluating the use of selected Autobacs stores as potential sales outlets. EMT Co. has set its sights on launching three more electric vehicle models by 2029, with future considerations for manufacturing within Japan and exploring international market opportunities.
This announcement comes amidst growing competition in Japan’s kei EV sector. Chinese automaker BYD is set to introduce its Racco kei EV tailored for Japan, while Nissan Motor has recently expanded its Sakura lineup with a more affordable variant. Additionally, Suzuki Motor is poised to release a kei EV within the current fiscal year, and Honda Motor is working on an electric version of its popular N-Box model slated for a 2028 debut.
The increasing number of entrants into Japan’s kei EV market underscores the accelerating shift towards electric mobility, as automakers strive to cater to the preferences of budget-conscious urban drivers. The focus on kei cars, often used for short trips, aligns well with electric vehicles’ capabilities, especially as concerns over driving range are minimized in this segment.