A collaborative effort between Japanese automotive companies and the Chinese automaker Chery Automobile has given rise to a new electric vehicle brand, specifically targeting the Japanese market. This new venture, called EMTA, is spearheaded by Yokohama-based EMT Co., which plans to unveil its first compact electric kei car model in 2027. The kei car segment is crucial in Japan, and this model aims to cater to that niche.
The initiative unites several stakeholders, including notable Japanese firms such as Autobacs Seven and Anest Iwata, alongside Chery Automobile and a battery manufacturer. The strategy is to develop and market the upcoming kei EV in Japan, while design and production will be managed in China. These vehicles will feature cutting-edge digital technologies, including wireless software updates, smartphone integration, and capabilities for automated driving.
Executives from EMT emphasize the significance of kei cars, which constitute over a third of new vehicle sales in Japan, presenting an appealing opportunity for electrification. Given their typical use for short daily commutes, concerns about driving range are minimized. The company is also considering utilizing select Autobacs stores for vehicle sales and has plans to introduce three more electric vehicle models by 2029, with future aspirations to manufacture in Japan and possibly enter international markets.
This announcement surfaces amid escalating competition in Japan’s kei EV sector. Other players, such as Chinese automaker BYD, are gearing up to launch the Racco kei EV tailored for Japan, while Nissan Motor has recently expanded its Sakura lineup with a more affordable variant. Concurrently, Suzuki Motor is on track to debut a kei EV within this fiscal year, and Honda Motor is working on an electric version of its widely popular N-Box model, set to be released in 2028.
The influx of new entrants underscores a growing momentum in Japan’s small electric vehicle market as manufacturers vie to capture the attention of urban drivers who are keen on cost-effective solutions. This heightened activity reflects the broader trend toward electrification and innovation aimed at enhancing urban mobility in Japan.