A new electric vehicle brand targeting the Japanese market is set to emerge from a partnership involving Japanese automotive firms and the Chinese automaker Chery Automobile. The venture, spearheaded by Yokohama-based EMT Co., plans to roll out its inaugural model—a compact electric kei car—in 2027 under the EMTA brand, aiming to capture a significant segment of Japan’s automotive industry.
This collaboration unites several key players, including Japanese companies Autobacs Seven and Anest Iwata alongside Chery Automobile, a battery manufacturer, and other partners. The strategic plan involves designing and manufacturing the vehicles in China, while the planning and marketing will be executed in Japan. The new kei EV will feature cutting-edge digital enhancements such as wireless software updates, smartphone connectivity, and capabilities for automated driving.
Executives highlighted that kei cars make up over a third of new vehicle sales in Japan, presenting a lucrative opportunity for electric vehicle expansion. These vehicles are typically used for short trips, which reduces concerns about driving range, making them an ideal choice for electric mobility solutions. EMT Co. is also considering utilizing selected Autobacs stores as potential sales outlets, with ambitions to introduce three more electric models by 2029. Future strategies include exploring manufacturing possibilities within Japan and extending their market reach internationally.
The announcement arrives amidst rising competition in Japan’s kei EV market. Notably, Chinese automaker BYD is gearing up to introduce its Racco kei EV, tailored for the Japanese market. Concurrently, Nissan Motor has broadened its Sakura lineup by adding a more affordable version. Other industry giants are also stepping into the fray, with Suzuki Motor planning to launch a kei EV within the fiscal year and Honda Motor developing an electric variant of its well-known N-Box model, slated for release in 2028.
This influx of entrants underscores the growing momentum within Japan’s small electric vehicle sector as automakers vie for the attention of budget-conscious urban drivers, further intensifying the competitive landscape in the region.