A new electric vehicle brand, EMTA, is set to debut in Japan through a collaboration between Japanese automotive companies and Chinese automaker Chery Automobile. The first model from this venture, a compact electric kei car, is slated for release in 2027. EMT Co., based in Yokohama, is spearheading this initiative, which aims to tap into one of Japan’s crucial vehicle markets.
This partnership involves several key players, including Japanese firms Autobacs Seven and Anest Iwata, alongside Chery Automobile and a battery manufacturer. The new kei EV will be conceptualized and marketed in Japan, while the design and manufacturing will occur in China. EMT plans to incorporate modern digital features in its vehicles, such as wireless software updates, smartphone integration, and automated driving capabilities, enhancing the appeal of these cars.
Kei cars hold significant market potential, accounting for over a third of new vehicle sales in Japan. These vehicles are particularly suited for short daily trips, making them ideal candidates for electric versions where driving range concerns are minimized. EMT is also considering using select Autobacs stores as sales outlets and plans to roll out three more electric vehicle models by 2029. Furthermore, the company is exploring future manufacturing possibilities in Japan and potential expansion into international markets.
The introduction of EMTA comes amid fierce competition in Japan’s kei EV sector. Chinese automaker BYD is gearing up to launch its Racco kei EV targeted at the Japanese market, while Nissan Motor has expanded its Sakura lineup with a more affordable model. In addition, Suzuki Motor is set to release a kei EV this fiscal year, and Honda Motor is developing an electric version of its popular N-Box model, expected in 2028.
The increasing number of competitors underscores the growing momentum in Japan’s small EV market, as automakers strive to attract budget-conscious urban consumers with innovative and efficient electric mobility solutions.