A new electric vehicle brand targeting the Japanese market is set to debut, following a collaboration between Japanese automotive companies and the Chinese automaker Chery Automobile. Announced by Yokohama-based EMT Co., the EMTA brand plans to introduce its inaugural model, a compact electric kei car, in 2027. This strategic move aims to tap into one of Japan’s key vehicle segments, given the high demand for kei cars, which represent over one-third of new vehicle sales in the country.
The project is a joint effort involving various firms, including Japanese companies Autobacs Seven and Anest Iwata, along with Chery Automobile and a battery manufacturer, among others. While the kei car will be designed and manufactured in China, the planning and marketing efforts will be concentrated in Japan. EMT has emphasized that the upcoming vehicles will feature cutting-edge digital technology, such as wireless software updates, smartphone compatibility, and automated driving capabilities.
Recognizing the popularity of kei cars for short commutes in Japan, executives believe that concerns over driving range will be minimal, making the segment a promising entry point for electric vehicles. Additionally, EMT is considering utilizing selected Autobacs stores as retail outlets and has outlined plans to release three more electric vehicle models by 2029. The company is also contemplating future manufacturing operations in Japan and potential expansion into international markets.
The introduction of EMTA comes amidst growing competition in Japan’s kei EV sector. Chinese automaker BYD is gearing up to launch its Racco kei EV tailored for Japan, while Nissan Motor has expanded its Sakura range with a more affordable option. Meanwhile, Suzuki Motor is set to release its kei EV within this fiscal year, and Honda Motor is working on an electric version of its popular N-Box model, slated for a 2028 release.
This influx of new entrants underscores the increasing momentum in Japan’s small electric vehicle market, as automakers vie to capture the attention of budget-conscious urban consumers. The evolving landscape highlights a concerted push towards electrification within a segment that is crucial to Japan’s automotive industry.