A new electric vehicle brand, EMTA, has been unveiled by a collaboration between Japanese automotive companies and Chery Automobile from China. The venture’s first offering, a compact electric kei car, is slated for release in 2027, targeting a significant segment of the Japanese market. Based in Yokohama, EMT Co. aims to capitalize on the growing interest in electric mobility within Japan.
This strategic partnership includes several Japanese firms such as Autobacs Seven and Anest Iwata, in addition to Chery Automobile, a battery producer, and other collaborators. While the EVs will be conceptually developed and marketed in Japan, their design and production will take place in China. The vehicles are expected to feature cutting-edge digital capabilities like wireless software updates, smartphone connectivity, and automated driving aids.
Kei cars are a popular choice in Japan, representing over a third of new car sales, which makes them an attractive focus for introducing electric models. These vehicles typically serve for short commutes, making range anxiety a lesser concern. EMT plans to leverage select Autobacs stores as retail points and has ambitions to release three more EV models by 2029, with potential plans for local manufacturing and international sales expansion.
The announcement arrives amid escalating competition in Japan’s kei EV market. Chinese company BYD is set to introduce its Racco kei EV tailored for Japan, while Nissan Motor has enhanced its Sakura line with a more affordable variant. In parallel, Suzuki Motor is preparing to launch a kei EV within the fiscal year, and Honda Motor is working on an electric version of its well-loved N-Box, anticipated in 2028.
The influx of new entrants underscores the increasing momentum in Japan’s compact EV sector, as automakers vie for the attention of budget-conscious urban consumers. These developments reflect a broader push towards electrification, with companies eager to establish a foothold in one of the world’s most promising electric vehicle markets.