A collaborative effort between Japanese automotive companies and China’s Chery Automobile has given rise to a new electric vehicle brand, EMTA, tailored for the Japanese market. EMT Co., located in Yokohama, has spearheaded this initiative and aims to roll out its first model, a compact electric kei car, by 2027. This venture sees the participation of various firms, including Autobacs Seven and Anest Iwata from Japan, as well as a battery manufacturer, alongside Chery Automobile.
The EMTA brand intends to manufacture and design its vehicles in China, while planning and marketing efforts will be concentrated in Japan. The focus will be on a segment known for the kei cars, which are pivotal in Japan, accounting for over a third of the country’s new vehicle sales. These vehicles are popular for short-distance travel, alleviating concerns about electric vehicle range limitations. EMTA’s kei EVs are expected to feature advanced digital capabilities like wireless software updates, smartphone integration, and automated driving support.
Looking to the future, EMT plans to introduce three more electric vehicle models by 2029 and is considering the use of Autobacs stores for sales. There are also plans on the horizon for potential manufacturing in Japan and expanding into international markets. This strategic move comes amid intensifying competition in Japan’s kei EV market, which sees other automakers vying for a share of the space.
Among the competitors, Chinese automaker BYD is set to launch its Racco kei EV targeting Japan, while Nissan has expanded its Sakura series with a more affordable option. Additionally, Suzuki plans to debut a kei EV within the current fiscal year, and Honda is developing an electric variant of its well-loved N-Box model, slated for release in 2028.
The influx of new players underscores the growing wave in Japan’s small electric vehicle sector, as automakers aim to appeal to urban consumers who are mindful of costs. The increasing number of electric vehicle options highlights a shift towards sustainable mobility solutions in densely populated urban settings.
