A new electric vehicle brand named EMTA has been launched, targeting the Japanese market with its inaugural model set for release in 2027. This venture is a collaboration between Japanese automotive firms and Chinese automaker Chery Automobile, aiming to introduce a compact electric kei car, which is a crucial segment in Japan’s automotive industry.
The collaboration includes several companies such as Yokohama-based EMT Co., Autobacs Seven, and Anest Iwata of Japan, alongside Chery Automobile and a battery manufacturer. While the planning and marketing of the new kei EV will occur in Japan, its design and production will be carried out in China. The vehicle is expected to feature advanced digital capabilities like wireless software updates, smartphone integration, and automated driving functions.
Kei cars represent over a third of new vehicle sales in Japan, providing an attractive entry point for electric vehicles due to their frequent use for short trips, thereby reducing concerns about driving range. EMT is considering using selected Autobacs stores as points of sale and plans to roll out three more electric vehicle models by 2029. Future strategies include potential local manufacturing in Japan and expansion into international markets.
This announcement comes amidst increasing competition in Japan’s kei EV market. Chinese automaker BYD is set to debut its Racco kei EV tailored for Japan, while Nissan Motor has added a lower-priced version to its Sakura lineup. In addition, Suzuki Motor intends to release a kei EV this fiscal year, and Honda Motor is working on an electric variant of its N-Box model, scheduled for a 2028 launch.
The surge of entrants into the market underscores the growing momentum in Japan’s small electric vehicle sector, as automakers vie to capture the attention of cost-conscious urban consumers. This competitive landscape highlights the increasing demand and strategic focus on electric mobility within Japan.