A collaborative effort between Japanese automotive companies and the Chinese automaker Chery Automobile has led to the creation of a new electric vehicle brand targeting the Japanese market, with the initial model set to debut in 2027. This initiative, spearheaded by Yokohama-based EMT Co., introduces the EMTA brand, which aims to penetrate Japan’s highly significant compact kei car segment.
The venture is a collective endeavor involving Japanese firms such as Autobacs Seven and Anest Iwata, in addition to Chery Automobile and a battery manufacturer, among other partners. EMT has disclosed that the new kei electric vehicle will be conceptualized and marketed within Japan, while its design and manufacturing will take place in China. The vehicles are expected to feature cutting-edge digital technologies, including wireless software updates, smartphone integration, and support for automated driving capabilities.
Kei cars represent over one-third of all new vehicle sales in Japan, making them a strategic entry point for electric vehicles, according to executives. These vehicles are predominantly used for short daily commutes, which diminishes the concerns typically associated with driving range limitations. EMT is also considering the utilization of selected Autobacs retail locations as potential sales outlets, with plans to introduce three more electric vehicle models by 2029. Future ambitions include exploring manufacturing opportunities in Japan and potential expansion into international markets.
The announcement of this new brand comes amid increasing competition in Japan’s kei electric vehicle sector. Chinese automaker BYD is set to introduce its Racco kei EV tailored for the Japanese market, while Nissan Motor has expanded its Sakura lineup by adding a more affordable variant. Additionally, Suzuki Motor is poised to launch a kei EV within the current fiscal year, and Honda Motor is working on an electric version of its popular N-Box model, slated for release in 2028.
This surge in new entrants underlines the growing momentum within Japan’s small electric vehicle market, as automakers vie to capture the attention of budget-conscious urban consumers.