A new electric vehicle brand, EMTA, has been launched through a collaboration between Japanese automotive companies and Chinese automaker Chery Automobile, targeting the Japanese market. Yokohama-based EMT Co. spearheads this initiative, with plans to debut a compact electric kei car by 2027, aiming at one of Japan’s most significant vehicle segments.
The collaboration features several notable partners, including Japan’s Autobacs Seven and Anest Iwata, as well as a battery manufacturer, aligning with Chery Automobile. The kei car segment, which makes up over a third of new vehicle sales in Japan, presents an appealing entry for electric cars due to their typical use for short, daily commutes, minimizing range anxiety.
EMT plans to design and market the kei EV in Japan while managing vehicle design and production in China. These vehicles will be equipped with advanced digital features such as wireless software updates, smartphone integration, and support for automated driving functions. Additionally, the company is considering utilizing selected Autobacs stores as sales outlets and intends to introduce three more electric vehicle models by 2029, with potential manufacturing in Japan and eventual expansion into international markets.
The introduction of the EMTA brand comes amid heightened competition in Japan’s kei EV market. Chinese automaker BYD is gearing up to launch its Racco kei EV tailored for Japan, and Nissan Motor has expanded its Sakura lineup with a more affordable variant. Meanwhile, Suzuki Motor is expected to release a kei EV within the current fiscal year, and Honda Motor is developing an electric version of its popular N-Box model for a 2028 launch.
This influx of entrants underscores the growing momentum within Japan’s small electric vehicle market, as automakers vie to capture the attention of budget-conscious urban drivers seeking efficient and environmentally friendly transportation options.