A new electric vehicle brand, EMTA, has been introduced by a coalition of Japanese automotive companies in collaboration with Chinese automaker Chery Automobile, with plans to penetrate the Japanese market. The first model, a compact electric kei car, is set to roll out in 2027, targeting one of Japan’s most significant vehicle segments.
Based in Yokohama, EMT Co. unveiled the EMTA brand, which brings together several Japanese firms, including Autobacs Seven and Anest Iwata, along with Chery Automobile and a battery manufacturer. This strategic partnership aims to leverage the strengths of each company, with the vehicle’s design and manufacturing taking place in China, while planning and marketing efforts are conducted in Japan.
The company is poised to integrate advanced digital features into its vehicles, such as wireless software updates, smartphone connectivity, and support for automated driving functions. With kei cars making up more than a third of new vehicle sales in Japan, the segment presents an appealing opportunity for electric mobility, especially given that these vehicles are primarily used for short-distance daily commutes, reducing concerns about driving range.
In addition to the initial model, EMT plans to launch three more electric vehicle models by 2029 and is considering the use of select Autobacs stores as sales outlets. There is also potential for future manufacturing in Japan and expansion into international markets. This announcement comes amid increasing competition in Japan’s kei EV market. Chinese automaker BYD is set to debut its Japan-oriented Racco kei EV, while Nissan Motor has recently added a lower-priced version to its Sakura lineup.
Meanwhile, Suzuki Motor is preparing to release its kei EV within the current fiscal year, and Honda Motor is developing an electric variant of its popular N-Box model, scheduled for a 2028 launch. These developments underscore the growing momentum in Japan’s small electric vehicle market, as automakers strive to appeal to cost-conscious urban drivers.