A new electric vehicle brand targeting the Japanese market has been launched through a collaboration between Japanese automotive companies and Chinese automaker Chery Automobile. The first model from this brand, known as EMTA, is a compact electric kei car scheduled for release in 2027. Yokohama-based EMT Co. is spearheading this initiative, with the kei car segment being a significant focus due to its prominence in Japan’s auto market.
The venture involves multiple partners, including Autobacs Seven and Anest Iwata from Japan, along with Chery Automobile and a battery manufacturer. While the new kei EV will be planned and marketed in Japan, its design and manufacturing will take place in China. EMT plans to incorporate advanced digital features into its vehicles, such as wireless software updates, smartphone integration, and support for automated driving functions, enhancing the appeal of these small-sized electric cars.
Kei cars represent over a third of new vehicle sales in Japan, making them an attractive entry point for electric vehicle advancements. These vehicles are typically used for short commutes, which reduces concerns about driving range. EMT is also considering utilizing select Autobacs stores as sales points and aims to introduce three more electric vehicle models by 2029. Future strategies include potential manufacturing within Japan and exploring overseas market opportunities.
This announcement arrives amidst a growing competitive landscape in Japan’s kei EV market. Chinese automaker BYD is set to release its Racco kei EV tailored for Japan, while Nissan Motor has expanded its Sakura lineup by introducing a more affordable version. Additionally, Suzuki Motor plans to launch a kei EV within the current fiscal year, and Honda Motor is developing an electric version of its popular N-Box model, expected in 2028.
The increasing number of market entrants underscores the rising momentum in Japan’s small electric vehicle sector. Automakers are striving to attract urban drivers seeking cost-effective transportation solutions, further intensifying competition in this evolving automotive landscape.