A collaboration between Japanese automotive companies and China’s Chery Automobile has given rise to a new electric vehicle brand, EMTA, which is set to cater specifically to the Japanese market. The venture, announced by Yokohama-based EMT Co., aims to launch its first model, a compact electric kei car, by 2027, tapping into one of Japan’s most significant vehicle segments.
The EMTA brand results from a partnership that includes Japanese firms Autobacs Seven and Anest Iwata, along with Chery Automobile, a battery manufacturer, and other collaborators. This new venture plans to design and market the kei EV in Japan while handling design and manufacturing operations in China. These vehicles will feature cutting-edge digital capabilities, such as wireless software updates, smartphone connectivity, and automated driving support.
Executives have pointed out that kei cars represent over one-third of new vehicle sales in Japan, making them a strategic entry point for electric vehicle initiatives. These vehicles are commonly used for short daily commutes, mitigating concerns about driving range limitations. EMT is also considering using select Autobacs stores as sales points and aims to introduce three more electric vehicle models by 2029, with potential future manufacturing in Japan and an eye on international expansion.
This announcement comes amid intensifying competition in Japan’s kei EV market. Chinese automaker BYD is preparing to introduce its Racco kei EV tailored for Japan, while Nissan Motor has recently expanded its Sakura lineup with a more affordable option. Additionally, Suzuki Motor is planning to release a kei EV within the current fiscal year, and Honda Motor is developing an electric version of its popular N-Box model, expected to launch in 2028.
The increasing number of market entrants underscores the growing momentum in Japan’s small electric vehicle sector, as automakers vie for the attention of budget-conscious urban drivers. The push towards electric mobility in the kei car segment is indicative of a broader shift within the industry as companies strive to capture a share of this burgeoning market.