A new electric vehicle brand, EMTA, has been launched by a collaboration between Japanese automotive firms and Chinese automaker Chery Automobile, targeting the Japanese market with its first model expected in 2027. EMT Co., based in Yokohama, announced the initiative, focusing on the development of a compact electric kei car designed to penetrate one of Japan’s key vehicle segments.
The venture unites several companies, including Japan’s Autobacs Seven and Anest Iwata, along with Chery Automobile, a battery manufacturer, and other partners. EMT plans to handle the planning and marketing of the kei EV in Japan, while the vehicle’s design and manufacturing will occur in China. The company aims to incorporate advanced digital features into its vehicles, such as wireless software updates, smartphone integration, and support for automated driving functions.
Executives highlighted the significance of kei cars, which make up more than one-third of new vehicle sales in Japan, presenting an appealing opportunity for electric mobility. These vehicles are typically used for short daily commutes, reducing concerns over driving range. The company is considering utilizing selected Autobacs stores as sales outlets and has plans to introduce three more electric vehicle models by 2029. Future strategies may include manufacturing within Japan and expanding into international markets.
This announcement comes amid increasing competition in Japan’s kei EV market. Chinese automaker BYD is preparing its Racco kei EV for the Japanese market, while Nissan Motor has expanded its Sakura lineup with a more affordable version. Additionally, Suzuki Motor intends to launch a kei EV within the current fiscal year, and Honda Motor is developing an electric variant of its popular N-Box model, set for release in 2028.
The growing influx of entrants underscores the rising momentum in Japan’s small electric vehicle market, as automakers vie to capture the attention of cost-conscious urban consumers. This heightened competition reflects the industry’s shift towards sustainable mobility solutions, catering to the distinct demands and preferences of Japanese drivers.