A new electric vehicle brand targeting the Japanese market has been unveiled by a collaboration between Japanese automotive companies and Chinese automaker Chery Automobile. EMT Co., based in Yokohama, has introduced the EMTA brand, with plans to release its first model, a compact electric kei car, in 2027, aiming at one of Japan’s key vehicle categories.
The venture involves several partners, including Japanese companies Autobacs Seven and Anest Iwata, as well as Chery Automobile and a battery manufacturer. EMT plans for the kei EV to be conceptualized and marketed in Japan, while the design and production will take place in China. The vehicles are set to feature advanced digital capabilities such as wireless software updates, smartphone connectivity, and automated driving support.
Kei cars, which account for over a third of new vehicle sales in Japan, present a lucrative opportunity in the electric mobility sector due to their prevalent use for short commutes, which mitigates concerns about driving range. EMT is considering utilizing selected Autobacs stores as distribution points and intends to launch three more electric vehicle models by 2029. The company is also contemplating future manufacturing in Japan and potential expansion into international markets.
This announcement emerges amid growing competition in Japan’s kei EV market. Chinese automaker BYD is preparing to introduce the Racco kei EV tailored for Japan, while Nissan Motor has broadened its Sakura lineup with a more affordable version. Additionally, Suzuki Motor is set to launch a kei EV within the current fiscal year, and Honda Motor is working on an electric variant of its popular N-Box model, expected in 2028.
The increasing number of participants underscores the rising momentum in Japan’s small electric vehicle market as automakers vie to capture the attention of budget-conscious urban consumers.