A collaborative venture between Japanese automotive companies and Chinese automaker Chery Automobile is set to introduce a new electric vehicle brand tailored for the Japanese market. This new brand, known as EMTA, is planning to launch its first model, a compact electric kei car, by 2027, aiming to capture a significant segment of Japan’s automotive industry.
Based in Yokohama, EMT Co. is spearheading this initiative, which includes partnerships with Japanese firms like Autobacs Seven and Anest Iwata, as well as Chery Automobile, a battery manufacturer, and other collaborators. The strategic move focuses on the kei car segment, which accounts for over a third of new vehicle sales in Japan, making it a prime target for electric vehicle adoption. These vehicles are typically used for short commutes, reducing concerns about driving range, which can be a barrier to EV adoption.
The EMTA brand plans to have the new kei EV designed and manufactured in China, while the planning and marketing efforts will be conducted in Japan. The vehicles are expected to feature advanced digital capabilities, such as wireless software updates, integration with smartphones, and support for automated driving technologies. Looking ahead, EMT aims to expand its offerings with three more electric vehicle models by 2029 and is considering future manufacturing operations in Japan, as well as potential expansion into international markets.
As the competition in Japan’s kei EV market heats up, other automakers are also intensifying their efforts. Chinese automaker BYD is preparing to introduce its Racco kei EV specifically for the Japanese audience. Meanwhile, Nissan Motor has recently added a more affordable option to its Sakura lineup. Not to be outdone, Suzuki Motor plans to release a kei EV within the current fiscal year, and Honda Motor is on track to launch an electric version of its best-selling N-Box model in 2028.
This influx of new entries into Japan’s small electric vehicle market underscores a growing momentum, as automotive companies vie for attention from cost-conscious urban consumers who are increasingly interested in sustainable and economical transportation solutions.