A new electric vehicle venture targeting the Japanese market has emerged from a collaboration between Japanese automotive companies and China’s Chery Automobile. The newly unveiled EMTA brand, spearheaded by Yokohama-based EMT Co., is set to introduce its first model, a compact electric kei car, by 2027. This initiative is strategically directed at Japan’s kei car segment, which is a significant portion of the country’s automotive industry.
The partnership involves several key players, including Autobacs Seven and Anest Iwata from Japan, alongside Chery Automobile and a battery manufacturer, among others. The kei electric vehicle (EV) will be conceived and marketed in Japan, while the design and production will take place in China. The vehicles are expected to feature cutting-edge digital capabilities like wireless software updates, smartphone integration, and support for automated driving technologies.
Kei cars, which constitute over a third of new vehicle sales in Japan, present a lucrative opportunity for electric vehicle adoption due to their popularity for short-distance travel, minimizing concerns over limited driving ranges. EMT is contemplating using select Autobacs stores for vehicle sales and has plans to introduce three more electric models by 2029. There are also considerations for future manufacturing operations in Japan and potential international market expansion.
This announcement arrives amid a surge of activity in Japan’s kei EV market, where competition is heating up. Chinese automaker BYD is on track to introduce its Racco kei EV tailored for Japan, and Nissan Motor has added a more affordable option to its Sakura lineup. Additionally, Suzuki Motor is preparing to roll out a kei EV within the current fiscal year, while Honda Motor is set to launch an electric version of its famed N-Box model by 2028.
The influx of new entrants underscores the growing momentum in Japan’s small electric vehicle sector, as automakers vie to win over budget-conscious urban consumers looking for efficient and environmentally friendly transportation solutions.