A new electric vehicle venture has been announced, targeting the Japanese market, through a collaboration between Japanese automotive companies and China’s Chery Automobile. The venture, led by Yokohama-based EMT Co., is set to release its first model in 2027 under the newly launched EMTA brand, focusing on the compact electric kei car segment, which is crucial in Japan.
The partnership involves several entities, including Japanese firms Autobacs Seven and Anest Iwata, as well as Chery Automobile and a battery manufacturer. EMT Co. plans to carry out the planning and marketing of the kei electric vehicle in Japan, while the design and manufacturing processes will be based in China. The upcoming vehicles are expected to feature advanced digital technologies such as wireless software updates, smartphone connectivity, and support for automated driving capabilities.
Kei cars make up over a third of new vehicle sales in Japan, presenting a significant opportunity for electric vehicle adoption in this category. These small cars are primarily used for short trips, which makes the issue of driving range less of a concern for potential buyers. The company is considering utilizing selected Autobacs stores as points of sale and aims to introduce three additional electric vehicle models by 2029. There are also plans for potential manufacturing within Japan and expansion into international markets.
This announcement arrives amid increasing competition in Japan’s kei EV market. Chinese automaker BYD is gearing up to introduce its Racco kei EV tailored for the Japanese audience. Meanwhile, Nissan Motor has expanded its Sakura range with a more affordable model. Additionally, Suzuki Motor is set to launch a kei EV within the current fiscal year, and Honda Motor is working on an electric version of its well-known N-Box model, expected to debut in 2028.
The influx of new entrants into the market underscores the growing momentum in Japan’s small electric vehicle sector, as automakers strive to capture the attention of budget-conscious urban drivers seeking eco-friendly transportation options.