A new electric vehicle brand aimed at the Japanese market is set to make its debut, thanks to a collaborative effort between Japanese automotive companies and China’s Chery Automobile. Announced by EMT Co. in Yokohama, the brand EMTA plans to release its first model, a compact electric kei car, in 2027. This initiative targets a crucial segment in Japan’s automotive industry, as kei cars account for over a third of the country’s new vehicle sales.
The partnership includes notable firms such as Autobacs Seven and Anest Iwata from Japan, along with Chery Automobile, a battery producer, and other collaborators. EMT Co. has outlined that while design and manufacturing will occur in China, the planning and marketing strategies will be centered in Japan. The upcoming kei EV is expected to feature cutting-edge digital capabilities, including wireless software updates, smartphone integration, and support for autonomous driving features.
As kei cars are predominantly used for short daily trips, the typical concerns regarding driving range are less pressing, making this segment particularly appealing for electric vehicle expansion. Additionally, EMT Co. is evaluating the potential of using select Autobacs retail locations as sales points. The company has ambitious plans to introduce three more electric vehicle models by 2029 and is considering future manufacturing in Japan as well as exploring opportunities to expand into international markets.
The launch of the EMTA brand comes amid growing competition within Japan’s kei EV market. Chinese automaker BYD is gearing up to introduce its Racco kei EV tailored for Japan, while Nissan Motor has recently added a more affordable version to its Sakura lineup. Concurrently, Suzuki Motor is preparing to release a kei EV within this fiscal year, and Honda Motor is working on an electric adaptation of its popular N-Box model, expected in 2028.
The increasing number of entrants in this space underscores the rising momentum in Japan’s compact electric vehicle sector. Automakers are vying to capture the attention of urban drivers who prioritize cost-efficiency, indicating a dynamic shift towards electrification in one of the world’s most significant automotive markets.