In a strategic move to capture a significant share of Japan’s automotive market, a collaborative effort between Japanese companies and the Chinese automaker Chery Automobile has introduced a new electric vehicle (EV) brand, EMTA. Scheduled for a 2027 release, the brand’s first offering will be a compact electric kei car, a vehicle type that holds substantial popularity in Japan.
EMT Co., based in Yokohama, is spearheading this venture, which unites several partners including Autobacs Seven and Anest Iwata from Japan, alongside Chery Automobile and a battery manufacturing entity. The collaboration aims to leverage the strengths of each participant, with Japan focusing on planning and marketing, while the design and manufacturing will take place in China. The upcoming vehicles are expected to feature advanced digital capabilities such as wireless software updates, seamless smartphone integration, and automated driving support.
Kei cars, which are small, efficient vehicles designed for urban commuting, represent a significant portion of Japan’s automotive sales, accounting for over a third of new vehicle sales. This makes the kei segment a prime target for introducing electric vehicles, as these cars are typically used for short-distance travel, easing concerns about battery range. EMT Co. plans to use select Autobacs retail locations for sales and has ambitious plans to roll out three more EV models by 2029. Potential future expansions include manufacturing in Japan and venturing into international markets.
The initiative comes amid a flurry of activity in Japan’s kei EV market, which is witnessing increasing competition. Chinese automaker BYD is gearing up to introduce its Racco kei EV tailored for Japanese consumers, while Nissan Motor has expanded its Sakura series with a more affordable option. Concurrently, Suzuki Motor is set to launch a kei EV within the current fiscal year, and Honda Motor is working on an electric variant of its popular N-Box, targeted for a 2028 release.
This surge in new entrants underscores a growing momentum in Japan’s compact electric vehicle sector, as automakers strive to appeal to urban drivers who are both cost-conscious and environmentally aware. The collaborative venture between Japanese and Chinese firms highlights the dynamic nature of the automotive industry, as companies seek innovative solutions to meet the evolving demands of the market.