A new electric vehicle brand, EMTA, has been launched through a partnership between Japanese automotive companies and Chinese automaker Chery Automobile, specifically targeting the Japanese market. Based in Yokohama, EMT Co. has announced plans to release its first model, a compact electric kei car, by 2027. Kei cars, which are small vehicles popular in Japan for urban commuting, account for over one-third of new vehicle sales in the country, making them an attractive segment for electric vehicle innovation.
The EMTA brand is a collaborative effort involving Autobacs Seven, Anest Iwata, Chery Automobile, and other partners, including a battery manufacturer. While the vehicle design and manufacturing processes will take place in China, the planning and marketing will be conducted in Japan. The new kei car is expected to feature advanced digital capabilities such as wireless software updates, smartphone integration, and support for automated driving functions. This approach aims to appeal to tech-savvy consumers while addressing the needs of urban drivers.
EMT is also considering using selected Autobacs stores as points of sale for its vehicles, and the company plans to introduce three additional electric vehicle models by 2029. In the future, the venture may explore manufacturing options within Japan and look into expanding into international markets. This strategic move comes as competition in Japan’s kei EV market is heating up, with several other automakers entering the fray.
Chinese automaker BYD is gearing up to introduce its Racco kei EV tailored for Japan, while Nissan Motor has recently expanded its Sakura lineup with a more affordable variant. Suzuki Motor is set to release a kei EV within the current fiscal year, and Honda Motor is working on an electric version of its popular N-Box model, slated for a 2028 launch. These developments underscore the growing momentum in Japan’s small electric vehicle sector, as manufacturers vie for the attention of budget-conscious urban consumers.